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January 11, 2005

Boutique Maille - fresh mustard, on tap


In 1747 Antoine Maille, a vinegar distiller, opened a store in Paris to sell vinegar and a mustard of his own creation.

In 1845 the company opened a store in Dijon.

Only in Paris and Dijon, at Maille's stores in those cities, can one purchase Maille's unique, freshly-prepared and preservative-free mustards.

Three house blends are available for tasting (and purchase): Chablis, grape juice and honey, and white wine.

Jars of pretzels for sampling line the long oak bar.

Marie Hélène Greczka, the manager of the Paris store, said, "These mustards are very special because they're very potent. They are never more than 10 days old when we sell them, and they only maintain their strength for two or three months."

After you've made your selection, it's on to the packaging: a 3.5, 7- or 18-ounce ceramic jar that will be filled, corked and wrapped in tissue.

A 3.5-ounce jar of Chablis mustard costs $12.25.

The version of Maille mustard sold in the U.S. - which consistently takes "best" in comparative tastings in various American food magazines - is a milder version of what's available in France.


The website's got lots more to tell you about their products.

In keeping with the company's ethos, seeking not to make the product wildly popular but, rather, choosing a quiet, understated boutique image, the website's not been translated into English.

Refreshing, what?

I think, in emulation, I'll not translate my site either.

Keep it quiet, under the radar, that sort of thing.

God knows, it's worked so far.

The Paris store is at 6, place de la Madeleine, 75008 Paris; Tel: 01 40 15 06 00; Open Monday-Saturday, 10 a.m. - 7 p.m.


The Dijon store is at 32, rue de la Liberté, 21000 Dijon; Tel: 03 80 30 41 02; Open Monday-Saturday, 9 a.m. - 7 p.m.

[via Danielle Pergament and the New York Times]

January 11, 2005 at 12:01 PM | Permalink


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