Craftsmanship, Passion, Heritage – Wanger: Delicacies from Liechtenstein

April 22, 2026 - The company's roots date back to 1950. That was when Reinold Wanger Sr. and his wife Maria opened a bakery and general store in Schaan. His goal was clear: to bake excellent bread and make a name for himself through quality. Maria, for her part, knew how to build a loyal customer base through warmth and personal attention. Craftsmanship and relationship-building—this combination became the foundation of the family business.

Her son, Reinold Wanger Jr., first trained as a baker and then went on to complete his apprenticeship as a pastry chef and confectioner, graduating with a master’s certificate. Eight years of travel took him out into the world of the trade before he returned to Liechtenstein. Together with his wife Monika, he expanded the business: in addition to the bakery, they opened a café, a pastry shop, and a confectionery.

Monika Wanger was and remains an entrepreneur with a keen sense for trends. There’s one little anecdote that Clarissa Wanger particularly loves to share: When Monika saw confectioneries in a city that artfully packaged chocolates in tableware, she picked up on the idea. At first, some customers wondered, “What’s tableware doing in a pastry shop?” But the idea caught on. Today, such gift ideas are taken for granted. A spirit of innovation has always been part of Wanger’s DNA.

When Richard and Clarissa Wanger took over the family business in 2005, it marked not only a generational transition but also a clear commitment to further growth. Just two years later, they opened Café Wanger in Buchs, signaling their intention to expand beyond the country’s borders. The next significant step followed in the fall of 2023: After half a century at its previous location, the flagship store in Schaan moved into the newly developed downtown complex—a modern setting for a time-honored craft. Today, the company comprises the two cafés in Schaan and Buchs, the shop on Reberastrasse in Schaan, and the store on Landstrasse in Vaduz. Around 60 employees stand behind the Wanger name. And yet, despite all this development, the most important thing remains: Wanger is and will always be a family business—in thought, in action, and in heart.

Our conversation took place in a modern café in Schaan. Over a cup of fragrant coffee, Clarissa Wanger recounts: “I didn’t originally have any connection to the industry. After completing my business training, I first worked at a manufacturing company, then at a bank, and finally in the fiduciary sector. I was happy and fulfilled in my career—until I met Richard.”

A year later, he asked me a question that would change my life: “Can you imagine running a café with me?”
I had absolutely no experience in the food industry; I knew nothing about hygiene regulations, production, or the restaurant business. And yet, I took the plunge.

Today, 20 years later, I understand my husband even better.
What my husband does isn’t just a job—it’s a true passion, a labor of love, a calling. In a family business, there are no set eight-hour days. Six or seven workdays a week are the rule rather than the exception. Ideas often come in the evening, during free time, sometimes quite by the way. Innovation isn’t a planned agenda item here; it develops from daily activities, from observing, experimenting, and contributing ideas. The line between family and business blurs. Just as it was for the generations before us, the business is part of family life—and family life is part of the business.

When our children were born, our focus shifted automatically: they took priority. I still vividly remember an encounter at a bakers’ gathering: a woman saw my baby bump and said to me, “Make time for your child. I didn’t, and I regret it.” For us, the decision was clear. Richard focused more on the business, and I supported him—but at the same time, I also actively pitched in, especially during busy periods like Christmas or Easter. That’s how I found my own balance between family and business.

Craftsmanship is always at the heart of what we do. In our bakery, we bake many different types of bread every day; every recipe is prepared from scratch by us—we never use pre-mixed flour blends. High-quality ingredients, experience, and precision ensure that every loaf of bread and every specialty is a delight. We create fresh pastries and chocolate specialties using the finest ingredients. Customization is our specialty—whether it’s a cake for a private occasion or a custom-designed corporate gift.

A particularly fine example of our innovative spirit is the Fürstenwürfel, a creation by Richard and a very good friend of the family. Almond sponge cake with melt-in-your-mouth fillings, packaged in an elegant box: “Princely Delight,” which is not just a gift but an ambassador for our region. Schoggiland, the Liechtensteinerli, and the Werdenbergerli also bear our signature: creative, carefully developed, and crafted with passion.

Ideas emerge within our team, through discussions, and as we experiment together: Richard, our two long-time employees Sabrina Mariuz and Steven Schmalz, myself, and many other team members all contribute suggestions. We test, experiment, refine, and listen to feedback from our customers; only then does a product go into production.

I am someone who pays close attention to detail. I love it when, at the end of the day, our shelves are filled with lovingly packaged delicacies, when everything is harmoniously decorated, and even the cushions on the benches are perfectly coordinated. It brings me joy to work with people who share this passion. Our team is especially important to us, because every single member contributes to keeping our family business successful, creative, and vibrant.

Our company has changed significantly over the past twenty years. The requirements have become more complex—declarations, administrative processes, quality controls. The advantage is that our experience helps us: We are very well prepared for peak seasons like Easter or Christmas—from the initial ideas and planning all the way through to placing orders and sourcing the right raw materials.

At the same time, consumer behavior has changed. It has become more urban, and specialties that didn’t exist in the past are now a standard part of our offerings. Nevertheless, our identity remains clear: quality, craftsmanship, and a personal relationship with our customers are always our top priorities.

"Customers on both sides of the Rhine are loyal and appreciative. Any differences? 'Just small details—like with the doughnuts: in Buchs, more raspberry doughnuts are sold, while in Liechtenstein, more apricot doughnuts are sold,' Clarissa Wanger says with a smile."

What is particularly touching is the intergenerational commitment that continues to this day. Monika Wanger, now 82 years old, still decorates the ornate Easter eggs—with joy and as a matter of course. Reinold Wanger also continues to play an active role. This continuity is not a sense of duty, but a passion put into practice.

As a brand partner of Liechtenstein Marketing, Wanger sees itself as a culinary ambassador for the country. Products labeled “Made in Liechtenstein” stand for quality and identity. When you give gifts such as Fürstenwürfel, you’re sharing a taste of “delight from Liechtenstein.”

In the end, what remains is a simple yet powerful philosophy: “If you want to be successful—no matter what you do—then do it with passion, with heart and soul, with love. I’m convinced that customers can sense that,” says Clarissa Wanger.

And perhaps that is exactly what sets the family-owned Wanger company apart. It’s not just the bread, not just the confectionery products, but the people behind them. A family that has been getting up every day for over seven decades so that others can start their day off right.