With hot sauce megabrands like Sriracha and Frank's RedHot in most restaurants, and hundreds of smaller brands available online, starting a business in what can be called an oversaturated market seems difficult at best.
But a young duo of self-described hot sauce sommeliers have carved out a space for themselves. It's called Heatonist, a small hot sauce shop complete with a tasting room located in the Williamsburg section of Brooklyn, New York.
The business's secret sauce? Offering customers a select group of all-natural hot sauces made by small, independent makers—and a chance to taste them.
"So much of it is really about discovery. We want people to come in and constantly be encountering something new that will get their creative juices flowing in the kitchen," said Noah Chaimberg, co-owner of the business with Tyler McKusick.