# Mustard-Tasting Bars Maille Has Launched a Dijon Mustard-Only Shop in NYC By Rebecca Byers | Published 2015-03-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/maille References: [ny.racked](http://ny.racked.com/2014/12/12/7564591/maille-mustard-store-nyc) & [maille](http://www.maille.com/en_US/boutiques?sid=new_york) Previously only available in Europe, Maille's line of [dijon mustards](https://www.trendhunter.com/trends/colmans-squeezy-bottle) has officially made its debut in America with the country's first ever [mustard-centered retail experience](https://www.trendhunter.com/trends/nespresso-new-york-city-flagship). While the brand has several dedicated boutiques in Europe and one in Australia, Maille will begin its US expansion in New York City, a fitting place of the boutique given Brooklyn's affinity for [niche-targeted food experiences](https://www.trendhunter.com/trends/meadow-lane). The staggeringly beautiful NYC boutique features an enormous bar with a mustard tap that makes tastings easy and luxurious. Contained in upscale French ceramic pumps, the mustard can then be purchased in reusable glass jars, which adds to the Brooklyn-aesthetic. This unique retail experience is extremely niche and targeted toward a taste for a particular variety of condiment, making it a venture to watch. ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 66% | Activity: 82% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Mustard-tasting Bars:** Opportunity for the development of specialized bars dedicated to tasting and experiencing different types of condiments. ### Industries Being Reshaped - **Gourmet Food Retail:** Retailers specializing in gourmet food products could explore creating similar niche retail experiences focused on specific condiments. ## Related on Trend Hunter - [Sweet Heat Mustard Collaborations](https://www.trendhunter.com/trends/maille-hot-honey-dijon.md) - [Southern-Inspired Mustards](https://www.trendhunter.com/trends/dukes.md) - [French Origin Mustard Products](https://www.trendhunter.com/trends/biona-organic-mustards.md) - [Sour Two-in-One Condiments](https://www.trendhunter.com/trends/dill-pickle-mustard-spread.md) - [Savory Mustard Donuts](https://www.trendhunter.com/trends/mustard-donuts.md) - [French-Forward Cafe Pop-Ups](https://www.trendhunter.com/trends/le-cafe-hellmanns.md) - [Collaborative Mustard-Flavored Candies](https://www.trendhunter.com/trends/yellow-skittle.md) - [Mustard-Flavored Candies](https://www.trendhunter.com/trends/limitededition-skittles.md) - [Bagel-Flavored Mustards](https://www.trendhunter.com/trends/specialty-mustard.md)