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Brief Published: 28 Apr 2015

Amsterdam’s Pop-Up Milk Bar

The MelkSalon

A pop-up milk bar has opened in Amsterdam that aims to elevate milk into a drink that can be viewed with the same reverence as wine.

Created by Dutch designer Sietske Klooster and Helen Kranstauber from food website Food Cabinet the Melksalon bar is inspired by traditional Dutch milking parlours of the early 20th century (venues where customers could drink milk produced by local farmers). It offers five different types of milk from different Dutch regions including Beemster, Friesland and Brabant.  Each customer is given two different milks to try served as two in handmade porcelain cups. The drinks can be accompanied with milk buns featuring three different fillings, including a sweet one made from condensed milk, one with beef, and one with pea and chive. Visitors can also attend free talks and film screenings that focus on the dairy industry and production process. The Melksalon runs until April 30 2015.

From upscale vending machines to high-end frozen food, many mainstream food categories are being given a premium push with upgraded packaging, ingredients and serving styles. For further insight, see Fast-Moving Premium Consumption.

For more on upgrading everyday products and services, look out for our upcoming report Food & Luxury: Elevating the Everyday, part of the New-Era Luxury Macro Trend, publishing in May.