Milk Tasting for the Dairy Feeling Threatened?

I was surprised to see photos of people at a "milk-tasting," provided in Hayes Valley by the Clover Dairy.

http://events.sfgate.com/event/clover-sonoma-milk-tasting-room-pop-up59374bc6781e8

Is this their way of responding to the decline in cow-milk purchase in favor of almond milk?

Clover Sonoma Milk Tasting Room 330 Fell Street

It's called "Somooliers."

https://sf.eater.com/2017/6/30/15903702/hayes-valley-milk-pop-up-a-m-intel