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Ali Pasha interviewed by LUST&LEBEN
INTERVIEW: WOLFGANG SCHEDELBERGER
IMAGES: RAINER FEHRINGER
Ali Pasha has been co-responsible for the programming of Vienna's Volksgarten for 15 years. While many popular clubs lose their sex appeal after a few years, Volksgarten has managed to remain one of the hottest night locations in the city without interruption. The secret to its success? Not believing that you know everything better yourself, but keeping a close ear to the guests. This way, you can set new trends yourself instead of chasing after them.
Lust&Leben:
Ali Pasha: I had a similar experience years earlier in the U.S. At a 7-Eleven, I noticed a striking black can with a skull and the odd label "Liquid Death." I assumed it was an alcohol drink but discovered it was just sparkling water. My initial thought was, "This will never work." Yet, I soon saw how popular it became in U.S. clubs with young people. I knew it was only a matter of time before the trend reached Europe.
"It was only a matter of time before the trend of cans reached Europe."
Ali Pasha
Lust&Leben:
Ali Pasha: That’s always the case with new things—some catch on, others don’t. I keep an open mind. With experience, you gain wisdom but might become less open to new ideas. My personal preferences don’t influence my decisions for the club. If I played music I liked, the club would be empty! Our guests are much younger, with different tastes.
Lust&Leben:
Ali Pasha: We’ve taken a broad approach with Volksgarten—no dress code and five different floors with varied music. This attracts large crowds, especially on weekends, leading to long lines. Age becomes a natural way to filter. I don’t have anything against young people, but with guests between 18 and 21, we tend to face more issues than with slightly older guests
Lust&Leben:
Ali Pasha: There are several reasons. Glass is always an issue in clubs because it breaks and shards can be dangerous, especially at night. While we still use glasses instead of cups, single-use plastic bottles were never an option, as they don't suit a quality club’s ambiance. The can is the perfect alternative. People now see it as premium packaging, similar to Red Bull’s shift from glass to cans, which was initially met with skepticism but proved successful.
Lust&Leben:
Ali Pasha: We've noticed that guests feel more comfortable holding a casual can than a glass bottle. The look and feel need to convey a premium image, and BLUE BOMB definitely does that. Handling is also much easier—reusable containers require more effort. Many don’t realize that by consistently recycling the cans, it’s actually more eco-friendly. Cans have a lower carbon footprint compared to glass.
"The guests just feel more comfortable with a casual can than with a glass bottle."
Ali Pasha
Lust&Leben:
Ali Pasha: Of course, but consumption habits are also changing here. It's not necessarily that less alcohol is being consumed, but it's definitely more conscious. This also applies to the sugar content of drinks. Additionally, water is often ordered as a side drink with spirits like whiskey, rum, and tequila.
Lust&Leben:
Ali Pasha: No. Our credo is Perfect Serve, whenever possible. For vodka soda or – a very current trend – tequila soda, a glass with ice is served along with another 4 cl glass of the spirit, and a BLUE BOMB Sparkling can is opened in front of the guest. This way, the guests can decide the mixing ratio themselves.
