Clover Sonoma milks the pop-up trend in Hayes Valley

Food photographer Debbie Ma (left) and Beverly Nguyen (middle) visiting from Los Angeles taste milk at the Clover Milk Tasting Room pop-up in Hayes Valley on Wednesday. Clover Somoo'lier Bree Zimmerman is at right. less Food photographer Debbie Ma (left) and Beverly Nguyen (middle) visiting from Los Angeles taste milk at the Clover Milk Tasting Room pop-up in Hayes Valley on Wednesday. Clover Somoo'lier Bree Zimmerman is at ... more Photo: Liz Hafalia / Liz Hafalia / The Chronicle Buy photo Photo: Liz Hafalia / Liz Hafalia / The Chronicle Image 1 of / 4 Caption Close Clover Sonoma milks the pop-up trend in Hayes Valley 1 / 4 Back to Gallery

Milk is treated more like a fine wine than a simple source of nourishment at this Hayes Valley storefront. Clover Sonoma, the North Bay dairy, has jumped on a trend of companies using pop-ups — temporary stores that offer flash sales or distinctive experiences — to generate some extra attention. For the next month, the Clover Sonoma Milk tasting room will employ contracted milk sommeliers — or “somoo’liers,” as the company prefers — who walk customers through the nuances of different kinds of milk, from low-fat to whole. On a recent Wednesday, the store proved something of a tourist attraction, with visitors from Los Angeles and Washington.

— Trisha Thadani