Between Distilling Art, Vision and Time

“Quality takes time. And time requires discipline.”

Werner Psenner is not a man for half measures. Talk to him about grappa or whisky, and the conversation soon turns to bigger issues: responsibility, sustainability, patience. “I need to know today what things will look like in 15 years,” he says calmly – and he means it literally. In his world, products don’t appear at the snap of a finger. They grow. They mature. And they demand decisions that cannot be undone.

From Söll to Tramin – a family story in evolution

The Psenner family history doesn’t begin in Tramin but in the hamlet of Söll. Werner’s grandfather, Ludwig Psenner – son of the “Söllermessner” – was a pioneer. In 1947 he set up the first distillery at Castle Rechtenthal. With his single-varietal Williams pear distillation, he later achieved international success – laying the foundation for the Brennerei Psenner.

It was there at Castle Rechtenthal, in the very last room – the “typhus room” – that Werner’s father was born. The great-aunt lived in the castle tower; later, the bottling plant was located there. Not for romantic reasons, but for efficiency:

“Being able to work with gravity – that was the reason.”

The first customers? The Bolzano steelworks. Spirits were drunk at the “Dopolavoro” – for strength, for comfort, as a ritual. Enjoyment played no role back then. But over time everything changed. The workers’ schnapps became a quality product – and an idea grew into a business with substance.

Three generations – three roles

The grandfather: an entrepreneur, a visionary – recognized both politically and economically for his pioneering spirit. The father: a manager and custodian. And Werner?

“I’m the one who thinks in new ways – looking ahead, but with respect for what came before.”

After the early death of his father, Werner took over the business. He had actually studied political science and philosophy – but moving into the distillery was not an escape, it was a conscious choice. In 2011 he moved the company to its current location: finally, distilling and bottling could be brought together under one roof.

It was the beginning of a new phase – and Werner added his own style. He expanded the product range, perfected the technology – and introduced something entirely new: barrel aging.

Whisky from Tramin – bold in concept, patient in execution

The single malt “Eretico” is Werner’s passion project. He says: “If you’re in a hurry, don’t even start.” Because whisky is not a short-term product. It’s a decision – and a venture.

His whisky is a grain spirit that first rests 3–4 years in old grappa barrels – then another 2 years in used late-harvest Gewürztraminer casks. The result: character, depth, smoothness – and a trace of Tramin in the glass.

When the book “Whisky Eretico” by whisky icon Silvano S. Samaroli was published in 2016, Werner smiled: “I had already named my first single malt that way a year earlier.” For him, it wasn’t provocation but a statement – against convention, in favor of character.

Sustainability? Not a buzzword. An attitude.

Werner sees the future in maturity and reduction – not in expansion. At Psenner, more than 800 barrels are aging, a treasure that cannot be calculated in a linear way. “You never know exactly what will emerge. That’s the beauty of it – but also the responsibility.”

He speaks of alcohol content, barrel choice, time windows – of all the things you don’t read on the label, but later feel in the glass. And he adds a sentence that stays with you:

“The most important thing is: I don’t decide for myself, but for the one who will enjoy it in the future.”

The art of distilling – with overlooked potential

For Werner, distillates are more than just a refined product – they are expressions of craftsmanship, origin, and finesse. And yet he senses a certain ambivalence in gastronomy: “Distillates are in a way the finest side story – but often they don’t even appear on the menu.”

He doesn’t mean that as a compliment. Because although they are rarely actively offered, they generate remarkable sales, especially through hotels and restaurants. Werner sees in this both a shortcoming – and an opportunity:
“When told the right way, they always find those who appreciate them.”

His goal is to take distillates out of the niche – not with noise, but with quality and conviction.

Whether grappa, Williams, or whisky – Werner Psenner combines tradition with depth, innovation with responsibility. He doesn’t want to please – he wants to convince

And while others are still asking when a barrel will finally be “ready,” he simply says:
“It is a longing. Not a deadline.”

(Interview Erica Furini)

September 2025