The world headquarters of the pricy celebrity-backed smoothie is remaining in California, for now, and that has some out-of-state fans feeling deflated.
On Sept. 30, luxury grocer Erewhon, home of the infamous $19 strawberry, posted a cryptic message on Instagram with the images of 20 city maps.
“A taste of Erewhon in your city. Coming soon,” the post read on Instagram — at first. (Similar text remains the same on Threads.)
The post, which included maps of cities outside of the Greater Los Angeles area — New York, Miami, San Francisco, Chicago, Boston, San Diego, Seattle, Las Vegas, Dallas, Santa Barbara, Nashville, Phoenix, Atlanta, Philadelphia, Portland, Denver, Charleston, Salt Lake City and New Orleans — led people to believe that Erewhon was opening these cities … and plenty of excitement.
“yay! hailey bieber smoothie in NYCCC,” wrote one excited user on Instagram.
“Yay can’t wait for you to be in Nashville,” model Lily Aldridge commented. Others in Washington, D.C., Charlotte, Palm Beach and Orange County begged to be included.
But access to a $20 Hailey Bieber smoothie in Texas or Tennessee was not meant to be. Two hours later, the Instagram post was updated to read “A Taste of Erewhon Shipping to Your City. Coming soon” (emphasis ours). The fancy grocer’s expansion plans appear not to be brick-and-mortar ones — at least for now.
Erewhon did not immediately respond to TODAY.com’s request for comment.
This subtle change — without any acknowledgment of it — led to a Streisand effect of sorts, and people commented on the post to express their disappointment.
On Oct. 1, Erewhon revealed on Instagram what its actually doing: launching do-it-yourself smoothie kits that can be shipped “nationwide” starting on Oct. 3.
“This is the only place I’ve ever seen announce an expansion and receive actual irritation in response,” wrote one user. “Guys let me know if you need social PR help.”
Another called it the “lamest update ever.”
Unrelated to these posts, an ultra-exclusive Erewhon is actually opening in New York City, though: Forbes reported that this outpost will open inside the new multi-floor members-only padel complex called Kith Ivy/Padel 609. You can’t just stroll in, of course: Club initiation costs $36,000, and there’s a monthly fee of $7,000.
