Erewhons new membership tier unlocks ultra-luxe benefits for shoppers but youll have to spend a fortune

If dropping $25 on a celebrity smoothie wasn’t already enough of a status symbol, Erewhon has found a new way to reward its biggest spenders.The luxury grocery chain — fawned over by influencers, celebs, and wellness fanatics — has taken grocery shopping to a lofty new echelon with its April-launched top-tier “Reserve” membership, which is specifically for customers who spend upwards of $15,000 a year at the grocery chain.The tiered membership program is packed with perks that sound more like a private club rather than a supermarket rewards program.For the average consumer, grocery memberships conjure up images of bulk paper towels, massive jars of peanut butter, and a $65 annual fee at Costco.But Erewhon doesn’t do average.

California's top news, sports and entertainment delivered to your inbox every day.Please provide a valid email.

By clicking above you agree to the Terms of Use and Privacy Policy.Never miss a story The grocer offers elite tiers known as “Premier” and “Reserve,” which can be unlocked by only the brand’s most dedicated and deep-pocketed “Signature” members.

While a base-level entry “Select” membership will set you back $100 a year just for tonic bar perks, stepping up to the Signature tier costs $200 annually.From there, first-class shoppers can scale the ranks to Premier (meaning they spend at least $5,000 a year at the store).But for the “Reserve” level members — they get a suite of concierge-style services rarely associated with buying organic produce and adaptogenic tonics.

For the assumed 1% of grocery shoppers, the perks include a daily complimentary coffee and pastry, priority access throughout the store, assistance carrying groceries to their vehicles, reserved cafe seating and access to a personal in-store concierge.The concierge can help secure products, coordinate shopping requests and provide a level of service more commonly found at luxe ho...