In addition, Hooch Black members will get access to what Dai described as an "concierge who can make travel arrangements and dining reservations for you." (Those reservations don't have to be with Hooch partners, by the way.) He compared the experience to an American Express concierge, but with the advantage that the communication is handled in the Hooch app: "No one wants to pick up the phone anymore."

About that application: Dai said he wants to limit the initial membership to around 295 people in the three launch cities of New York, San Francisco and Los Angeles. He hopes to bring in more people eventually, but at first, having thousands of members would "dilute the experience," particularly since some of the benefits (like access to celeb-hosted parties) don't really scale.

At the same time, Dai said the application is "not about income or job title." Instead, he sees the service as appealing to the same audience of "young professionals or millennial hustlers" as Hooch itself. So the application is focused on your bigger ambitions and "how hard you want to work to get there."



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