“Pad Thai Tonic” cocktail at Salmon Guru Dubai
Salmon Guru, the multi-award-winning and ground-breaking cocktail bar concept created by Diego Cabrera and his team, has seen much success since the debut of the first location in Madrid in 2016. Now, 7 years later, the second outpost of this stellar venue, Salmon Guru Dubai, is celebrating its first-year anniversary. A massive milestone for the brand, this represents a year filled with innovation, creativity, and well-deserved recognition.
A truly unique and extraordinary concept, Salmon Guru captivates audiences with its whimsical approach to mixology. Globally renowned for its one-of-a-kind offering, the Madrid branch has been lauded with several prestigious awards. Most notably, the venue was recognised by the esteemed World’s 50 Best Bars on multiple occasions, ranking #19 in 2019, #24 in 2021, and #15 in 2022. Furthermore, Salmon Guru Madrid was also named the Best Bar in Spain in 2019, solidifying its position as a global leader in the industry. These accolades demonstrate the exceptional quality and creativity that defines the Salmon Guru experience
After it catapulted to fame in Spain, Diego Cabrera, the mastermind behind the concept, brought the witty, avant-garde personality of Salmon Guru to Dubai in May 2022 with the support of the renowned Food & Beverage operator Elements Hospitality Group. The Dubai branch, situated in The Opus by Omniyat in the heart of Business Bay, features three distinct spaces: a classic 60’s tropical bar, an exciting Asian night market, and an enchanting comic brought to life. The bar’s interiors and structure are unprecedented in the Middle East, creating an unparalleled atmosphere for guests.
A destination held in high regard far and wide, the triumph of Salmon Guru Dubai can be attributed to its talented team and the visionary founders of Elements Hospitality, Farah George Farah and Jad Aboujaoude. Their dedication to delivering unique and unforgettable hospitality experiences has paved the way for one of the most celebrated cocktail bars in the region. Through their vision and hard work, Salmon Guru Dubai has become a symbol of excellence in the city’s vibrant cocktail scene.
To celebrate the momentous occasion of Salmon Guru Dubai turning one, FOUR sits down with founder Diego Cabrera to discover how he’s built such an iconic brand that redefines the boundaries of cocktail culture…
Salmon Guru founder, Diego Cabrera
Tell us a bit about your background and how you ended up in the world of mixology…
As an Argentina-born bartender, my journey into the world of mixology has been quite a fascinating one. After studying International Business at university, I realised that office work wasn’t my true passion. I took a gap year to travel through Europe, searching for that spark that would ignite my career. In 2001, I settled in Spain and began my hospitality journey on the Iberian Peninsula. Starting as a bartender in well-known establishments, I gradually ventured into spearheading my own projects, eventually establishing my own company in 2010. It has been a thrilling path of hard work, perseverance, and constant learning.
Why are you so passionate about the bar industry and mixology as a whole, and how is this put forward in Salmon Guru?
The bar industry and mixology as a whole captivate me because they provide an incredible platform for creativity, innovation, and storytelling. It’s an art form that allows me to blend flavours, textures, and experiences, creating unique and unforgettable moments for my guests. At Salmon Guru, my passion for the craft shines through in every aspect. From the whimsical and quirky atmosphere to the meticulously crafted cocktails, we strive to push boundaries and surprise our guests with unexpected flavours and presentations. It’s about delivering an immersive and enchanting experience that leaves a lasting impression.
You opened the first Salmon Guru outpost in 2016, and in 2022, the Dubai location opened – what was your vision, and how have you made your dreams with this concept come to life?
The vision behind Salmon Guru was inspired by the salmon’s rebellious nature — going against the current and charting its own path. I wanted to create a space that mirrored my creative spirit and offered a haven for cocktail enthusiasts to explore new horizons. The original Salmon Guru, which opened its doors in 2016, quickly gained recognition, winning awards and securing a spot on the prestigious World’s 50 Best Bars list. With the opening of our Dubai location in 2022, our vision expands further. Dubai’s vibrant nightlife scene presented an exciting opportunity for us to introduce our unique concept to a cosmopolitan audience. Our goal is to dominate the local bar industry by offering an unmatched blend of innovation, exceptional cocktails, and a captivating atmosphere. Bringing Salmon Guru to life in Dubai has been a dream come true, and we’re excited to continue pushing boundaries and redefining the bar experience.
Mediterranean line-caught wild sea bass on the menu at Salmon Guru Dubai
Salmon Guru Dubai is celebrating its first anniversary – looking back, what have been some of its greatest achievements, and how has it integrated into Dubai’s mixology landscape?
As we commemorate the 1st anniversary of Salmon Guru Dubai, I am incredibly proud of the achievements and successes we have attained with the venue. Some of our greatest accomplishments include:
Creating a Dynamic Community:
Salmon Guru Dubai has become a vibrant hub for mixologists, bartenders, and cocktail enthusiasts in the city. Through events, workshops, and collaborations, we have fostered a community that thrives on innovation, knowledge sharing, and collaboration. By bringing together industry professionals, we have played a pivotal role in shaping a supportive and dynamic mixology community in Dubai.
Redefining the Cocktail Experience:
Our unwavering commitment to crafting extraordinary cocktails with exceptional flavours and artistic presentations has garnered widespread acclaim. We have strived to redefine the cocktail experience, delighting guests with unexpected combinations and exquisite craftsmanship. Our dedication to innovation and pushing boundaries has set a new standard for cocktail excellence in Dubai.
Influencing the Mixology Landscape
Salmon Guru Dubai has made a significant impact on the local mixology scene. By introducing cutting-edge techniques, novel ingredients, and a touch of whimsy, we have inspired other bars and mixologists to explore their creative boundaries. We take pride in being a catalyst for growth and innovation within the Dubai mixology landscape, contributing to its evolution and reputation as a world-class cocktail destination.
Recognition and Prestigious Awards:
Since our opening, Salmon Guru Dubai has received numerous accolades and recognition from prestigious platforms. These honours not only validate our dedication to excellence but also raise the profile of the Dubai mixology scene on a global scale. Our achievements have solidified Dubai’s position as an influential player in the international cocktail industry.
Looking back on our journey, I am immensely proud of the remarkable accomplishments we have achieved within the first year of Salmon Guru Dubai. Through community-building, redefining the cocktail experience, influencing the mixology landscape, and receiving prestigious accolades, we have left an indelible mark on the vibrant and evolving mixology scene in Dubai. I am excited to continue this extraordinary journey and contribute further to the growth and elevation of mixology in the city.
“Watch Out Mario” cocktail at Salmon Guru Dubai
How has your mindset changed over the years since the first and newest opening of Salmon Guru – and how is this reflected in the venues?
The two words that have governed this journey have been learning and evolution. We have embraced constant learning, even through the mistakes we’ve made, as they have taught us valuable lessons. Our travels around the world, using cocktails as our flag, have allowed us to discover new products, techniques, and cultures while also welcoming industry ambassadors from around the globe. This relentless pursuit of knowledge and curiosity has driven our evolution. We continuously research and push against the current, always seeking the next innovative twist.
What about the challenges – what sort of difficulties have you faced over the last year, and how have you and the team managed to overcome them?
The challenge this year is to improve and enhance productivity processes while maintaining our creative concept. We are dedicating more and more resources to this endeavour and placing a significant bet on achieving sustainable leisure. Our goal is to make the simple act of enjoying a cocktail a part of the journey towards a better world. Standing out in a world where conformity is the norm comes with risks that must be faced, often challenging economic interests and even the system itself. However, we firmly believe in what we do, and we have valuable partners, like those in Dubai, who share our vision. Their support gives us the strength to move forward with determination.
Why was the Middle East your chosen destination for the second location of Salmon Guru – what drew you here, and what were your aspirations with the new outpost?
The choice to expand Salmon Guru to the Middle East, particularly Dubai, was influenced by various factors. Dubai’s vibrant and cosmopolitan atmosphere, renowned hospitality scene, and openness to innovative concepts made it an ideal destination for our second outpost. However, it was not a journey undertaken alone. Farah George Farah and Jad Aboujaoude from Elements Hospitality played a crucial role in bringing Salmon Guru to Dubai. Their expertise, vision, and shared passion for creating exceptional experiences were instrumental in making our aspirations a reality.
Together with Farah and Jad, we were drawn to Dubai’s dynamic nightlife and the city’s growing appreciation for mixology. We saw an opportunity to introduce our unique approach to cocktails and elevate the Dubai cocktail scene even further. Our aspirations went beyond establishing a successful venue; we aimed to leave a lasting impact, inspire the local community, and contribute to Dubai’s reputation as a global cocktail destination.
With the opening of Salmon Guru in Dubai, we were able to merge our creative flair with the expertise and support of Elements Hospitality. Their collaboration and partnership ensured a seamless integration into the city’s bustling hospitality landscape. By combining our strengths, we aimed to provide an enchanting and unforgettable experience for guests while also fostering a sense of community and collaboration among industry professionals.
In summary, Dubai was chosen as the second location for Salmon Guru due to its dynamic atmosphere and thriving cocktail culture. The collaborative efforts of Elements Hospitality were vital in bringing our vision to life in Dubai, enabling us to create a unique and captivating venue that contributes to the city’s mixology landscape.
Left to right: Farah George Farah, Diego Cabrera and Jad Aboujaoude
How do the two locations differ? Are there any drinks or offerings unique to the Dubai destination?
Salmon Guru Madrid opened in 2016, and Salmon Guru Dubai in 2022. So Dubai, as a good little brother and second child, already had a significant track record of the big brother and the team’s experience. In addition, Dubai came at a time when I was very clear about the perfect evolution of Salmon Guru. In fact, Salmon Guru Dubai represents my vision of the perfect venue for the customer looking for different experiences. It has its own distinct local identity, and the support of Managing Partners Farah and Jad, along with our dedicated team of “little salmons” in Dubai, whom we are incredibly proud of, has been essential. A substantial portion of the menu was specially created for Dubai, and with each visit, we introduce new items to enhance the experience. Notably, our non-alcoholic menu at Salmon Guru Dubai is the most creatively curated we have ever offered.
What about the interior design of the Dubai space – why was it envisioned this way, and what ambience was the team trying to create?
The design concept aimed to capture the essence of Salmon Guru’s Madrid venue while incorporating elements that reflect the spirit of Dubai. It combines the elegance of materials with Asian influences, featuring a blend of wood, velvet, and unique features like a fish tank of amphorae and a vertical garden. The venue also boasts an open terrace that embraces the Dubai sky.
Additionally, as part of the logical evolution we previously mentioned, it was clear that the bar counter should be the focal point of the venue. It was essential for it to be more than just an element against the wall, but rather an interactive centrepiece that brings the bartender to the forefront. The bar counter is situated in the heart of everything, emphasising the bartender as the soul of the place. Moreover, it allows guests to witness the captivating laboratory objects used to craft our inventive libations. We are thrilled with the final result and believe it perfectly captures our vision.
What emotions/memories do you hope guests will leave with after visiting Salmon Guru Dubai?
First and foremost, you will immediately sense the warm hospitality with which we welcome our guests. Additionally, our distinctive décor will captivate you, evoking a sense of intrigue as to whether you are in Madrid, Dubai, Japan, or even somewhere entirely unique. The lasting impression left by our cocktails and cuisine will entice those who appreciate our creative flair to return to Salmon Guru time and time again. Finally, our staff’s passion serves as the defining characteristic of our establishment. At Salmon Guru, you enter as a customer but leave as a cherished friend of the family.
Salmon Guru Dubai interior: Asian nightlife area
Does your Spanish heritage influence the philosophies and values displayed at Salmon Guru, perhaps in the mixology or hospitality offerings?
Indeed, we are the product of an apprenticeship that builds upon values inherited and learned since childhood. Hospitality is at the core of our identity and serves as our guiding principle. Our team’s training places a strong emphasis on focusing on our customers, as they represent the primary priority for us.
We dedicate countless hours to ensure our team members understand and interpret every gesture made by our clients. We take pride in sharing our story, showcasing the craftsmanship behind our cocktails, and providing a comprehensive experience for our guests. Our global travels have also exposed us to various hospitality formats, broadening our understanding and inspiring us to improve continuously.
Moreover, we warmly welcome industry professionals who seek inspiration from our hospitality, embracing them with open arms. This commitment to excellence and dedication is the foundation upon which we strive to create exceptional experiences for all who visit us.
In your opinion, what sets Salmon Guru apart from other bars in Dubai?
What sets Salmon Guru apart from other bars in Dubai is its unique and unparalleled experience. From the moment guests step into Salmon Guru, they are transported into a whimsical and enchanting world that is unlike any other. The attention to detail in the quirky decor, imaginative designs, and overall ambience creates a one-of-a-kind atmosphere that captivates and mesmerises.
At the heart of Salmon Guru’s distinctiveness is its innovative mixology. The bar takes pride in its team of skilled mixologists who continually push the boundaries of flavour combinations, techniques, and presentation. Each cocktail is a masterpiece, crafted with precision and creativity to deliver an extraordinary taste experience. The imaginative cocktails surprise and delight guests, leaving them with a sense of wonder and awe.
Salmon Guru also stands out for its commitment to providing exceptional hospitality. The staff goes above and beyond to ensure guests feel welcomed and taken care of from the moment they arrive. The warm and friendly atmosphere creates a sense of comfort and invites guests to relax and enjoy their experience to the fullest. The genuine passion and dedication of the team contribute to the overall exceptional service that sets Salmon Guru apart.
Furthermore, Salmon Guru’s reputation for excellence extends beyond its unique atmosphere and innovative mixology. The bar has gained recognition on a global scale, earning accolades and prestigious awards. This recognition speaks to the exceptional quality and consistency that guests can expect when visiting Salmon Guru. The bar’s commitment to excellence, combined with its distinctive atmosphere and innovative mixology, cements its position as a standout destination in Dubai’s bar scene. These elements come together to create an unparalleled experience that leaves guests with lasting memories and a desire to return again and again.
Instant fried chipirones on the menu at Salmon Guru Dubai
What inspires you and the team most when thinking of new drinks, and how do you remain continually creative/dedicated?
Inspiration and research serve as the fundamental pillars of Salmon Guru. We continuously contemplate what our next steps will be, drawing inspiration from our surroundings. Our sources of inspiration range from small local producers who introduce us to unfamiliar raw materials to nearby artisanal products that occasionally require venturing to the far corners of the world to discover.
Within our team, we are fortunate to have a biologist and a botanist who generously share their expertise on plants. They play a vital role in tending to our small vertical garden in the laboratory. In fact, this garden has expanded into a local vegetable garden where we conduct research on underutilised species that may lack economic appeal yet attract other species indigenous to our region.
We consistently organise trips worldwide, with the support of our partners, and ensure that our entire team has the opportunity to participate. These journeys allow us to immerse ourselves in diverse cultures, explore new environments, and visit distilleries, plantations, and other bars, all of which fuel our minds with countless ideas. We are committed to sharing and nurturing these ideas, constantly innovating and creating in the process.
Do you have any favourite ingredients to use? If so, what are these, and why are you particularly fond of them?
Lately, my favourite ingredient has been the chipotle chilli. We use it to make syrups, cordials, macerations… Overall, I like to play with new ingredients outside those used in traditional cocktails to innovate and surprise our customers. We love the unexpected, the spicy, the sparkling – anything that leaves a lasting impression and entices our guests to keep coming back for more delightful surprises.
“Saint Leger” cocktail at Salmon Guru Dubai
If you had to pick 4 favourite drinks off the Salmon Guru Dubai menu, what would they be and why?
Of course, I would take them all!! The cocktail menu is something very personal, which represents me 100%. It is difficult to choose only four because, in the world of cocktails, there is a cocktail for every moment. But, if it were my first time as a customer at Salmon Guru Dubai, I would choose, without a doubt, the ones that catch my attention the most. They are the Ritual Banana, Fried Green Tomatoes, Eira and Crazy Colada.
What do you think are the key elements that have led to the success of you and your bars?
I believe the elements that have led us to success are those highly valued by our customers. One crucial aspect is the care we put into designing the environment. Upon entering Salmon Guru, every detail is meant to invite you to relax and disconnect. Equally significant is our unwavering commitment to hospitality. It forms the very foundation of the Salmon Guru concept. Additionally, everything you savour — be it food or drink — is daring, fun, and designed to shatter preconceived notions. In every direction, you’ll encounter beauty, friendly faces, and a delightful array of flavours, creating an atmosphere of pure enjoyment!
If you could convey one message with your bars and mixology creations, what would it be?
The message would encompass a harmonious fusion of the idea that by simply raising a cocktail to your lips, you can play a part in creating a better world. It would emphasise the integral role of hospitality and mixology in the gastronomic and leisure experience. Above all, the message would aspire to elevate liquid gastronomy to its rightful position at the pinnacle of culinary artistry.
Elie Kreidy, Bar Manager at Salmon Guru Dubai
Any advice you’d give to your younger self or the next generation of mixologists?
The world of mixology is a dynamic and ever-evolving field. To thrive in this industry, it’s crucial to embrace a mindset of continuous learning. Stay curious and hungry for knowledge. Seek out opportunities to expand your understanding of flavours, techniques, and trends. Attend workshops, seminars, and industry events to stay updated with the latest advancements and connect with other professionals.
While innovation and creativity are essential in mixology, it’s important to have a strong foundation in the fundamentals. Focus on mastering the classic cocktails and understanding the principles behind them. Develop a deep knowledge of different spirits, including their production methods, flavour profiles, and how they interact with other ingredients. Hone your technique by practising precision and consistency in your measurements, stirring, shaking, and garnishing. By mastering the fundamentals, you’ll be able to create balanced and well-crafted cocktails that form the building blocks for your own unique creations.
Look beyond the world of mixology for inspiration. Explore the realms of art, music, literature, and nature. Draw inspiration from cultural traditions, historical events, and personal experiences. This broader perspective will allow you to bring unique and unexpected elements into your mixology creations, setting you apart from others.
Ultimately, mixology is about creating memorable experiences for your guests. Never lose sight of the joy of hospitality. Be attentive, welcoming, and gracious in your interactions. Take pride in providing exceptional service and creating moments of delight for your guests. The relationships you build and the smiles you evoke will be the true measure of your success as a mixologist.
Tell us about your plans for the rest of 2023? Anything special lined up (e.g. collaborations/new venues), or any goals/dreams you are hoping to achieve?
The rest of our year in 2023 will continue to be an exhilarating roller coaster ride as we navigate the exciting developments on our horizon. The highly anticipated opening of the new Salmon Guru Madrid is imminent. We have dismantled the original Salmon Guru from 2016 and embarked on what we call our RESET: akin to the life cycle of a salmon, returning to its birthplace, its origin, swimming against the current to renew and rediscover itself. This RESET represents our commitment to constantly surprising our clients with innovative experiences.
Additionally, our Dragon Experience Factory has taken flight in a purpose-built industrial facility, enabling us to scale up the production of our cocktails for our own establishments, events, and consultancy services. The winds of change propel us forward as we continue to explore new possibilities and push the boundaries of our craft.
Interior of Salmon Guru Dubai
To find out more about Salmon Guru Dubai and book, contact the venue using the below details:
SALMON GURU DUBAI
Address:
The Opus by Omniyat
803 Al A’amal St
Business Bay
Dubai
Hours of Operation (Daily):
Lunch: 12:30pm – 4:00pm
Dinner: 5:00pm – 2:00am
Reservations: +971 52 814 9537
Instagram: @salmongurudubai