Drugstore, a Hamptons pop-up, created a viral smoothie called the 'Velvet Rope'. This $20 drink, with its distinctive purple stripes and unique ingredients, including ashwagandha and collagen, has become a must-have. A partnership with the exclusive Dorsia club allows members to preorder and pick up the smoothie via a special window, further boosting its appeal. The smoothie's visually striking nature and association with exclusivity have driven over 25,000 sales, with social media playing a crucial role in its popularity. This success highlights the growing trend of using food and drink as status symbols, especially among Gen Z.

Prepared by Emily Rhodes and reviewed by editorial team.