Reading the quote got me thinking that this sort of "fan marketing" is applicable to wineries. Everyone likes to feel that they're "in the know," and having something that's "off the menu" is one way of doing that.
"Cult wines," almost by definition, are hard to get. In-N-Out, in contrast, is a cult product that is (relatively) widely available.
Do any of you have a "secret menu" at your winery?