A sampling apparatus is characterized by a housing having a liquid product flow passage and an outlet port extending between the passage and the housing exterior. A plunger having a recess toward its nose extends across the passage and the nose of the plunger is received in the outlet port. The plunger is reciprocable between a first position where the recess is in communication with the passage to receive in the recess a sample of liquid product and a second position where the recess is moved out of the passage and through the outlet port into communication with a sample collection point to the exterior of the housing to deliver the product sample to the collection point. A seal is always maintained through the outlet port between the passage and the housing exterior, and a sample collection bottle is releasably carried by the housing at the collection point.