As summer unfolds in the Hamptons, you may encounter individuals strolling along the beach, sipping from vibrant plastic cups adorned with lilac stripes. Upon closer inspection, you might notice the words "Dorsia" and "Drugstore" emblazoned on the 20-ounce containers. These two names symbolize the latest drink craze sweeping the Hamptons, courtesy of Drugstore, a trendy summer pop-up located in Amagansett, which operates out of a local coffee shop.
Drugstore is not just another eatery; it’s marketed as a clean-eating destination. Here, you’ll find an array of wholesome options, including burritos and salads meticulously labeled with their largely organic ingredients. However, it is the smoothies that have garnered significant attention, with their striking appearances and unique flavors. Among the six different smoothies offered, the "Velvet Rope" stands out as a fan favorite, not merely for its eye-catching purple stripes but also for its impressive 15-ingredient list, featuring health-boosting additions like ashwagandha and collagen, alongside traditional fruits.
This summer, Drugstore has teamed up with Dorsia, an exclusive members-only reservation service that charges an annual fee of $25,000 and imposes a minimum spending requirement at each table. Dorsia members have the privilege of preordering the Velvet Rope smoothie and collecting it from a designated window, thus bypassing the typical lines. This arrangement not only enhances the convenience for members but also subtly broadcasts their exclusivity.
"It was frictionless," remarked Marc Lotenberg, founder and CEO of Dorsia, in an interview with Business Insider regarding the collaboration. Jeremy Fall, the chef behind Drugstore, expressed his astonishment at the number of Dorsia members opting for the Velvet Rope. Employees at Drugstore noted that while the majority of customers may not hold memberships, Dorsia patrons constitute a noteworthy segment of their clientele. Fall believes this partnership fosters a sense of belonging among customers, often stemming from the allure of exclusive memberships.
Social media has played a pivotal role in propelling the success of Drugstore and its viral smoothies. Platforms are flooded with posts showcasing the smoothies, with many users drawing comparisons to the famed Hailey Bieber smoothie from luxury grocer Erewhon. During a visit to Drugstore, two women echoed this comparison upon seeing the drink. According to Drugstore, they sold over 15,000 smoothies across various flavors within their first month and surpassed 25,000 sales by August 27.
Fall never aimed for his product to go viral; in fact, Lotenberg cautioned that any product chasing virality is likely to falter. "Blowing up online actually increases the pressure," Fall explained, noting that customers now walk in expecting the drink to look and taste exactly as portrayed on Instagram. The smoothie’s distinct appearance has significantly contributed to its popularity, as employees confirmed that many customers order the drinks primarily due to their visual appeal.
In the Hamptons, the way people perceive beverages reflects their identity, according to Fall. He pointed out that no one flaunts or posts about their Drugstore burrito, but the smoothies serve as a fashionable accessory. The exclusivity of the Velvet Rope is inherent in its name, a concept crafted by Dorsia after noticing the unique purple stripes. The title conjures images of VIP experiences, akin to what Dorsia offers its members.
Fall noted, "What makes our drinks 'exclusive' is because they're all over the internet." He emphasized that lacking an online presence diminishes the potential for perceived exclusivity. Priced at $20 before any add-ins or tax, the smoothies are considered exclusive, although they may not seem so by Hamptons standards. The pricing reflects the premium quality of the ingredients used in the smoothies.
With Gen Z leading the charge for new drink options at various price points, there is a noticeable shift away from alcohol consumption among younger consumers. This demographic is increasingly willing to spend on premium grocery items, and dining out has become a status symbol. Drugstore's instantly recognizable smoothie, paired with its members-only pick-up window, indicates that the trend for seen-and-be-seen dining continues to gain momentum.
"I'm going to go get this smoothie or order it, and then I'm going to walk around with it," Fall said, highlighting how the act of purchasing the Velvet Rope signals belonging to a trendy group. The popularity of Drugstore's smoothie encapsulates the intersection of health, exclusivity, and social status in today’s dining culture.
