A glass of Mostello with … Reinhard Pohorec
Farthofer: As a bartender, coach, pleasure expert and journalist, you have organised and hosted several Mostello tastings for us. As producers, it is incredibly valuable to have our creations commented on by experts with an international perspective. You have since focused on sensory experience. What exactly is meant by multisensory experience and Experience Design?
Pohorec: My whole life has been shaped by a love and appreciation for honest, artisan products that bring us together and open up moments of pure pleasure for us. I grew up in very humble circumstances and was perhaps born with this awareness — though it was only later in life that I was able to rediscover it.
Our senses are instruments gifted to all of us from birth. They are the tools with which we navigate everyday life and perceive the world around us. Yet especially in times of digital transformation, we seem to be losing our connection to our sensorium more and more, forgetting the mindfulness for our own sensuality. It is therefore my mission to inspire others to rediscover their sensory qualities, so that we move through life attentively, appreciatively and with open minds.
It always fascinates me that the instruments we so often view in isolation are in fact part of a multisensory orchestra. Only when these play together in harmony — well-conducted — does the true resonance of this sensory symphony emerge. Scents, sounds, images, tactile impressions and tastes all work together and interact very strongly with one another, mutually influencing each other. Who ever stops to think that a colour can change our perception of sweetness, or that sounds can affect our sense of touch or smell?
Everything is an experience. Experience is perception, and perception happens through our senses. What sounds like a passive process at first can in fact be actively shaped – in other words, experiences need to be crafted.
My role as an experience designer is precisely to create these moments, to develop holistic concepts built on a coherent philosophy. Whether as an individual, a product, a brand or an entire enterprise: we must sending consistent messages that are rooted in clearly defined values, grounded in an honest and warm-hearted company culture, and that connect with the recipient on every level.
Every product and every service has become interchangeable today — yet what remains unique, sets us apart from the competition, andlasting success ensures, isholistic experiences to offer.
Farthofer: You know the spirits market very well. Does producing your own products — in your case Viennese vermouth, absinthe and brandy — give you a deeper understanding of it?
Pohorec: Absolutely! I always want to understand every field I work in holistically and look at it from every angle. Only when I'm actively involved at every level myself — when I've experienced and put into practice every link in the chain — can I truly understand processes, make well-founded statements, develop products and advise my customers.
Especially today, when almost any piece of information is just a Google search away, dangerous half-knowledge and superficial engagement have become the norm. I want to counter that with conscientiousness, honesty and depth.
Referring back to what I mentioned at the outset about my family background, it has always been my Heart's desire, to create something of one's own. The feeling of holding a bottle in your hands, knowing that you carried out every single step yourself and with sweat, heart and soul, and a great deal of dedication created something truly special, is deeply moving.
Farthofer: You studied economics, and Josef studied business education. Which aspects of your studies can you apply to your current work?
Pohorec: My path has always been shaped by variety. I started working very early and gathered valuable experience as a near-professional musician, social worker and ski instructor. Every single building block and every step along the way is a source of inspiration, a decisive piece of the bigger picture, and it shapes everything I do. My studies are an essential part of that too, even though I don't necessarily believe a university education is required to achieve long-term success. I'm constantly reading four to five books at the same time, seeking inspiration and valuable ideas through further education, philosophical conversations, international travel, and an ever-present insatiable thirst for knowledge. That's what life means to me.
Farthofer: You spent a long time in London – at the American Bar, at the City of London Distillery, and with the London Bar Consultants. What experiences from that time have you brought into the Viennese boutique bar Tür 7?
Pohorec: My time in London was life-changing. The diversity, dynamism and professionalism of the city – and especially of its hospitality scene – is electrifying. Rarely have I encountered such a high level of excellence, commitment to quality, service standards and innovation. Of course, not everything that glitters is gold in London, New York or Singapore either, but the general standard is extraordinarily high. You either keep up, or you sink without a trace.
What my colourful range of activities in London above all taught me is my passion for entrepreneurial creativity, that my diversified and cross-professional approach is the way forward, and that as an independent expert I can bring value to many people and industries.
Farthofer: What can guests at Bar Tür 7 look forward to after Corona?
Pohorec: Die Tür 7 is a magical place, where you lose all sense of time and space. It's like a living room, a safe haven where everything else stays outside the door. Our ethos and offering haven't changed — it's about an experience, a feeling of hospitality, of being truly welcome, and all of that over a fine drink and a great conversation. Of course, we're always fine-tuning things to offer our guests even more refined and exquisite moments.
Farthofer: Lately you've also been dedicating a lot of time to the topic of cigars. What are the trends here?
The cigar has always been part of my life of pleasure. As traditional and old-fashioned as this world may sometimes seem, the handmade premium cigar is, in my eyes, the perfect product for our times. It teaches us appreciation, mindfulness and attentiveness to the moment, to the precious commodity of time, to togetherness and high-quality exchange. A cigar is never just a cigar — it is a window into the hearts and souls of the people who stand behind it, who devote their entire lives to this craft and culture. No other product creates as much commonality, passion, connection and emotion as the premium cigar.
Farthofer: Which spirit will we be drinking in summer 2022? What does the trend radar say?
The most important trends in my eyes are: alcohol-free products, low-ABV, refreshingly effervescent drinks that nonetheless deliver 100% flavour. On top of that, the pandemic has created a new awareness for at-home enjoyment, convenience and ready-to-drink solutions. That will stay with us for quite some time yet.
Farthofer: Numerous accolades define you: World's Youngest Cognac Educator, Sherry Educator, Kikisake-Shi, World Class Bartender and Certified Advisor of Spirits. What will your next qualification be?
I don't put much stock in stars and badges — I'm not a title collector either. I follow my heart (and a little bit of my head), with a great deal of passion and enthusiasm towards every project and task. When an award like this comes along every now and then, I'm genuinely delighted, of course.
What's next? Following my Business Rhetoric Diploma, I am currently completing my certification as a Business Rhetoric Coach. The topics of experiential communication and moderation fascinate me deeply and go hand in hand with all my other concepts, ideas and projects.
Farthofer: Which product from our range would you like to raise a glass with us? What catches your eye?
Mostello – for me a game-changer and a wonderful product that captures the spirit of the times, promises innovation and delivers pure enjoyment.
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