This summer's viral Hamptons smoothie shows just how widespread reservation culture has become

Drugstore is a summer pop-up in Amagansett known for viral, easily identifiable smoothies served in 20-ounce cups labeled Dorsia and Drugstore. The Velvet Rope smoothie features purple stripes and a lengthy ingredient list including ashwagandha and collagen. Drugstore partnered with Dorsia, a members-only reservation service with high annual fees and table minimums, allowing members to preorder Velvet Rope and pick up from a special window to avoid lines. The collaboration drove strong demand among Dorsia members and generated social-media traction. Employees and chef Jeremy Fall attribute part of the drink's appeal to its recognizable look and exclusivity signaling.

Walk around the Hamptons this summer, and you might run into people holding a plastic cup full of lilac stripes. Look a little closer, and you'll see two small words printed on the 20-ounce container: Dorsia and Drugstore. The words might not mean much to the untrained eye, but they represent the Hamptons' new drink of choice, from Drugstore, a summer pop-up in Amagansett operating out of a coffee shop.

Of the six smoothies, the "Velvet Rope" is particularly notable - and not just for its purple stripes and 15-item-long ingredient list, which includes ashwagandha and collagen, along with typical fruits. This summer, Drugstore is partnering with Dorsia, a members-only reservation that can cost $25,000 a year and mandates a spending minimum at each table. Dorsia members can preorder the Velvet Rope and pick up their smoothie from a special window, avoiding the line (and, intentionally or not, signaling their membership).

'It was frictionless,' Marc Lotenberg, founder and CEO of Dorsia, told Business Insider about the collaboration. 'And it got a ton of traction.' Jeremy Fall, the chef behind Drugstore, said he was surprised by the number of Dorsia members who have gotten the Velvet Rope. Employees told Business Insider on a recent Wednesday that while most people who stop by aren't members, they make up a significant contingent of customers.

Read at Business Insider