Words by Sammy Hemmings and Diego Cabrera
Photography by Havana Club
At: Madrid, Spain
"Our goal is to stamp out the inequality that exists in the world of bars," says Diego Cabrera, bar owner of Madrid's Salmón Gurú. "Not because it is a trend to do so now, but because we always have and always will strive to do so."
"I have been working in bars for more than 20 years. In all this time I went through absolutely all the positions possible: cleaning, dishwasher, bar back, waiter, bartender, head bartender, manager," Diego says. "My goal has been always to grow and to be able to grow my environment and the people around me. Knowing that there is always something to improve in this industry.
Since 2016, Salmón Gurú has received international acclaim, walking away in 22nd place in the World's 50 Best Bars 2020.
Diego's entrepreneurial pursuits didn't end with Salmón Gurú. "In just three years after we opened Salmón Gurú we opened two new spaces," he says. "These three spaces are all creatively different, offering a unique experience in each. The spaces have created 35 jobs for the community of Madrid."
In 2020, Diego established GURU LAB, a venue he describes as "a supper club" where guests are hosted on one shared table. "We created a place that is not only a lab for our own development as bartenders, but an entirely different bar concept for guests," he says. "It is such an innovative and unique site that it becomes a risk."
But the concept of intimacy in a bar setting is not new to Diego. "When I launched my bar Salmón Gurú, we created a bar inside the main bar," he explains. "In the heart of the bar is a big table only for 10 people, but it has a unique menu each time we use it and is attended by a standalone bartender."
While Diego has faced challenges throughout his career, his positivity shines through. "What I love about what I do is that I always faced challenges, and challenges are what get me out of bed," he says. "The industry is in a dark place right now...we always find new ways to evolve in the most challenging times and attract customers. In fact, I would say that the most inspiring innovation comes from these difficult times."
Diego is dedicated to helping the drinks industry flourish. "My vision has not only make my bars unique and stand out, but also to elevate the profession of the overall bar industry," he says.
And what drives him? "Without a doubt, it is the pleasure of changing and bettering the norm. I always ask myself, why does it have to be this way when it could be better?" Diego says.
