Have you ever been to an In-N-Out Burger?
They make amazingly good burgers, fries, and shakes, and I can remember planning a meal stop at one whenever I'd be in Southern California.
One of the cool things about In-N-Out is the "secret menu," (in both official and unofficial versions). As described by Stacy Perman in her new book,
In-N-Out Burger: A Behind-the-Counter Look at the Fast-Food Chain That Breaks All the Rules
:
:Fans passed the "secret menu" on to one another and described the sublime pleasures of tucking into an Animal Style cheeseburger. Vegetarians talked up the chain's off-menu Grilled Cheese.
(you can read an excerpt from the book, courtesy of BusinessWeek).
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?
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