About
Wolfgang was born and raised in Munich. From an early age, the thirty-nine-year-old was interested in the hospitality industry and therefore decided to start an apprenticeship as a restaurant professional. Following his formal education and armed with a passion for bartending, he worked his way up to become head bartender at the Eden Hotel Wolff in Munich. What followed were different bartending jobs on a cruise ship and in various bars in Munich. After seven years in the industry, Wolfgang moved to Zurich where he took over the position of bar manager at the Onyx Bar, a prestigious place located in the Park Hyatt. He worked at Onyx for seven years until 2014.
If you had asked Wolfgang five years ago whether he wanted to be an entrepreneur, he would have definitely said no. Back then, he was convinced that it would be too difficult or just wouldn’t work out, so it was never really on the table for him. He had a good position at the Hyatt, working for a big chain. The management asked if Wolfgang was interested in opening a bar at the Park Hyatt in New York, but at the time, his son had just turned one and moving to the United States was out of the question. And still, Wolfgang was pondering the question of what he wanted to do with his life. He was having a great time at the Onyx, but there was little room for personal development. Food and beverage management had always been of interest to Wolfgang, but it would have taken a long time to learn and he felt he was already too old to embark on this new career path. More and more often, though, the thought of starting his own business came to his mind. Out of curiosity, he started to explore opportunities on the market. Were there other bar projects being developed? What was missing in Zurich? How expensive would it be and how difficult? Eventually, Wolfgang started working on his own business plan and found a partner in Michel, an old colleague he had known for more than fifteen years. Michel was immediately hooked and the idea for Tales Bar started to take form.
Tales Bar
Tales is a place with a relaxed atmosphere where you feel at ease and at home. The level of the cocktail scene was already high in Zurich by 2015; therefore, Wolfgang was looking for a way to set himself apart. Tales’ pillars are personality and hospitality. A special feature are the bar’s long opening hours. Wolfgang wanted a place where guests can come after midnight and sip on cock-tails in a cozy environment. A space that is small and intimate and also offers a bite to eat. It was not easy to find a suitable location. At first, it was very demoralizing as the rents were just too steep. Wolfgang was lucky to find his eventual location, but there were drawbacks such as no terrace, the lack of parking spaces, and the location between the inner city and Langstrasse, Zurich’s well-known nightlife district. Tales can host up to thirty-five people seated. Wolfgang likes to recommend drinks to his guests and, despite having a menu, many enjoy getting one of his customized cocktail creations.
Inspiration
Wolfgang likes to read a lot, especially old and new bar books, but he also uses the internet as a resource. Trends are another source of inspiration—he likes to keep track of what is going on in the bar world. At the moment, for example, acidic flavors are an emerging trend. Wolfgang likes to exchange new spirit ideas with colleagues from the industry, mix his inspiration with a current trend, and start to build a cocktail from there. Sometimes the process begins at the other end, though, and it is Wolfgang creating from scratch, beginning with a style or just a glass. There are many roads that can lead to a cocktail and not one of them is wrong. He loves to visit other bars, especially in Switzerland. In fact, he would love to have more time for it, but at the moment his own bar requires his full attention.
Favorite cocktail
Wolfgang says it’s difficult to name just one, but he prefers simple cocktails such as a Daiquiri, Adonis, or Remember the Maine. He prefers it straight-lined, so you know exactly what you’ll get, no matter which mood you are in. He also loves to order Manhattans or Negronis. You also know what to expect with these cocktails. He usually starts the evening with something he knows and becomes more experimental later on. Compared with other bartenders, he says, he’s able to just lean back and relax in other bars. He doesn’t judge, he just wants to enjoy and indulge. The first drink, however, is always something of a test, he admits.
Check out Wolfgang’s cocktail recipes: Into the Woods and Jailhouse Punch.
Favorite bar
He loves Zurich’s Kronenhalle, Old Crow, and also Bar 63.
The future of the bar world
The bar world, to Wolfgang, is at a point where anything is possible. A lot of different concepts are being tested, crazy experiments are happening, and it doesn’t look like this trend has any intention of slowing down. As he watches these developments, Wolfgang is asking himself: Does it really make sense to be even more elaborate? Are bartenders making drinks for themselves, or for the guests? The guests ultimately want to understand and participate in what is happening. On the one hand, there is a movement towards more elaborate cocktails, and on the other hand are the bartenders who want to go back to the basics and just focus on the guest. There is a limit to creativity, however, especially a financial one. Concepts that are too exotic usually do not last and make it difficult for a business to survive unless somebody chips in to keep the place afloat. In Switzerland, the situation is especially complicated, since fixed costs are sky-high already. Wolfgang believes the market will calm down and become more straightforward: classic cocktails with excellent quality. For him, consistency and hospitality are the words of the future.
Advice for opening a bar
Before love for the craft, economic feasibility should be the first thought of an entrepreneur. It may be the least fun aspect, but without sound financial planning, the concept will not survive. Nothing, neither a fine interior nor excellent cocktails can save a concept without sound finances. Bookkeeping was one field Wolfgang would have loved to know more about before he opened Tales. If costs are high, one had better have an understanding on how to overcome or adapt to them. Everybody is euphoric and passionate when opening a bar and they think they will make big bucks right away. Unfortunately, that is not usually the case. Wolfgang advises to start with the unpleasant things first. The cocktail menu can wait. Remember, the bar industry is not known for quick money.
Zurich
Wolfgang has been living in Zurich for twelve years. It is where his son was born; it is where he started his own business. A lot has happened in the last decade. He would not call it home yet, since he spent so much time in Munich, but it is the center of his life now and he does not plan on leaving anytime soon. Closer to retirement, he can see himself moving back to Munich though.
Target in Life
Is to have a solid income for his family by owning a bar. He hopes to have a beautiful life and the means to enjoy it. He hopes to stay healthy and be able to offer many more memorable evenings in his bar for his guests.
Best decision in life
In principle, the choice to go into gastronomy. Much of how Wolfgang’s career path evolved came down to luck and happenstance. Moving to Switzerland ultimately led to opening Tales, which has been a wonderful continuation of his personal story.
Images: ©Steven Kohl
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