Meet the Hamptons' Hottest Summer Sensation

This summer, stroll through the Hamptons and you’ll likely spot trendy individuals sipping on a strikingly beautiful smoothie adorned with lilac stripes. Look closely and you’ll discover two intriguing words on the cup: Dorsia and Drugstore.

The Secret Ingredient Behind the Hype

These words aren’t just for show; they signify the hottest drink in town from Drugstore, a trendy pop-up in Amagansett that prides itself on clean eating and organic ingredients. But its star attraction? The viral 'Velvet Rope' smoothie.

A Blend of Exclusivity and Flavor

The Velvet Rope isn’t just famous for its eye-catching purple stripes and its lengthy list of ingredients, which includes trendy additions like ashwagandha and collagen. This smoothie represents a collaboration with Dorsia, an exclusive reservation service requiring a $25,000 annual fee, reinforcing its aura of luxury.

Marc Lotenberg, Dorsia's founder, explained, "It was frictionless, and it caught on like wildfire." Members ordering the Velvet Rope can skip the line, flaunting their elite status to everyone around.

Social Media: The Instant Fame Machine

The power of social media has played a crucial role in amplifying the smoothie’s popularity. Users showcase their drinks on platforms like Instagram, often likening them to celebrity-endorsed offerings from luxury brands.

Since launching, Drugstore claims to have sold over 25,000 smoothies, with the Velvet Rope becoming a symbol of status and desirability. As chef Jeremy Fall notes, the pressure to live up to social media expectations is real, with customers eagerly chasing the perfect Instagram shot.

More Than Just a Drink: A Lifestyle Choice

What sets the Velvet Rope apart is the way it seamlessly blends exclusivity with identity. Fall remarks, "People often choose drinks based on how they project themselves to others." The smoothie has become an accessory of sorts, a reflection of social standing.

The drink's name itself alludes to VIP status, echoing images of red carpets and celebrity gatherings. Coupled with a price tag of $20, the Velvet Rope smoothie becomes more than just a refreshment; it’s a luxury experience.

The Rise of 'Seen-and-Be-Seen' Dining

This trend is largely driven by Gen Z, who crave premium drinks as they move away from alcohol and splurge on experiences that signal status among their peers. Fall observes, "I’m getting this smoothie to carry around, making a statement about belonging to a select group that enjoys the finer things."

If the explosive popularity of the Velvet Rope is any indication, the culture of exclusive dining and drink offerings in the Hamptons isn’t going anywhere anytime soon.