For eleven generations, the Riedel family has mastered the art of creating glassware that enhances the wine experience. Leading this iconic brand is Maximilian Riedel, a visionary who effortlessly blends the rich traditions of his heritage with cutting-edge innovation. As the CEO and President of Riedel, Maximilian navigates the delicate balance between honoring the past and embracing the future. In this insightful conversation, we dive into his unique approach to design, the challenges he's faced, and his exciting plans for the future of Riedel.

Maximilian, as the 11th generation of the Riedel family to lead the company, how do you balance the weight of legacy with the need for innovation? Can you share a specific instance where you felt this balance was most challenging?

The family business has always been an important part of my life. I am very proud to represent the eleventh generation, and I certainly do hope that my kids will be the twelfth. I always had the support of my father and never felt the need to balance legacy and innovation. Innovation is a crucial part of Riedel's success and has been for the last three centuries. We never got lazy, and we were never satisfied with what we had achieved. Each member of the last ten generations felt the need for innovation, which is what made Riedel a worldwide leader in functional glasses.

Your glass designs are renowned for their elegance and functionality. What is your design philosophy, and how do you ensure that each glass enhances the wine-drinking experience? Are there any particular moments of inspiration that have significantly influenced your designs?

Over three generations, RIEDEL has meticulously developed and refined the shape of wine glasses to enhance our perception of wine's aromas and flavors. It is evident that the same wine exhibits completely different characteristics when served in glasses of varying shapes. Understanding that the grape variety is the key factor in determining the interplay of fruit, acidity, tannin, and alcohol, we recognize the intricate role that the size and shape of a glass play in conveying the essence of a fine wine.

RIEDEL creates glassware that allows wine, crafted from specific grape varieties, to be showcased at its best and most balanced. We consider our glasses as tools, instruments, or even loudspeakers for the wine or any other liquid they hold. Through glasses of different shapes, we can highlight and balance the unique characteristics of each wine. It is important to understand that our glasses are not designed conventionally on a designer's drawing board; instead, their shapes result from specialized workshops.

As for inspiration, I draw mine from everyday life, nature, my family, art, and intriguing encounters. I am also deeply inspired by the work of my ancestors. This is why I established a museum in Kufstein, which I use as a Think Tank.

Image: (L-R) Headquarters Kufstein and Glassblower Museum

How has the perception and importance of wine glassware evolved over the years? Do you see any emerging trends in the glassware industry that excite you?

The recognition of grape varietal glasses has significantly improved over the years, with people becoming widely familiar with the importance of glass shape and size in influencing and enhancing a wine's aromas and flavors. This growing awareness has led to a more discerning consumer base that values the role of quality glassware.

Currently, there is also a notable demand for light glasses and cocktail glasses. These trends reflect the evolving preferences of consumers and provide exciting opportunities for innovation within the industry.

What have been some of the most significant challenges you’ve faced as CEO and President of Riedel? Conversely, what achievements are you most proud of, both personally and for the company?

The worldwide pandemic presented a significant challenge. However, thanks to our expertise and online experience, we managed this period very well. The current turbulent and war-torn times are again causing significant economic challenges. The lack of raw materials, such as those we used to import from Ukraine, the extremely high gas prices, and the concerns of many clients all contribute to making our business life difficult. Yet, we remain confident that we will navigate these challenges without harm to the company.

Image: RIEDEL factory.

With the growing emphasis on sustainability, how is Riedel adapting to environmentally friendly practices? Are there any sustainable innovations in your production process that you are particularly proud of?

Riedel's production plants are dedicated to environmental sustainability and energy-saving initiatives, with certifications to support these commitments. We continuously invest in new technologies, machinery, and process optimizations. Notable examples include the implementation of ORC technology for process heat reuse and the installation of a state-of-the-art oxygen plant to reduce our CO2 footprint.

Who have been your greatest mentors or influences in your career, both within and outside the family? How have they shaped your approach to leadership and innovation at Riedel?

Both my grandfather Claus J Riedel and my father Georg J Riedel.

You have a strong presence on social media, particularly Instagram. How has this platform influenced your engagement with the wine community and the marketing of Riedel products? Can you share any memorable interactions or collaborations that originated from social media?

Social media is absolutely crucial for our success and business. I recognized the power of social media very early on and took advantage of it. I now use social media to cultivate direct contact with my consumers through daily and personal communication. I do not know any other entrepreneur in my business who is as present and active on social media platforms. I consider this to be part of our success.

As a wine enthusiast yourself, do you have any personal favorite wines or wine regions? How do these preferences influence your work and the glasses you design?

I only have one crucial parameter for enjoying wine – the quality has to be outstanding. And of course, our love of wine influences the development of any glass we produce.

Image: RIEDEL VELOCE - Modern Glass that impresses through its balance and haptics

Looking ahead, what is your vision for Riedel in the next decade? Are there any upcoming projects or collaborations that you are particularly excited about?

In the next decade, my vision for Riedel is to continue innovating while upholding our tradition of craftsmanship. We are excited about upcoming collaborations with top winemakers to develop glassware for emerging wine regions and varietals. Sustainability is a key focus, and we are committed to reducing our carbon footprint and using recycled materials. We are also exploring smart technology to enhance the wine-tasting experience. Our goal is to stay at the forefront of the industry, blending tradition with modern innovation.

What would we find you sipping on a Friday evening? What music would you be listening to?

Both depend solely on my company and the mood I am in. I cannot answer that in a general way.

Conclusion

Maximilian Riedel’s leadership of the family business is marked by a deep respect for tradition coupled with a relentless drive for innovation. He emphasizes that the need for innovation has always been part of Riedel’s success, passed down through generations. Maximilian draws inspiration from various sources, including nature, art, and his family, ensuring that each glass enhances the wine-drinking experience. Despite challenges like the pandemic and economic turbulence, he remains committed to the continuous growth of the company. Maximilian's active presence on social media has also strengthened Riedel’s connection with the wine community, showcasing his dedication to both tradition and modern engagement. Looking ahead, his vision for Riedel includes ongoing innovation, sustainability, and collaborations with top winemakers, ensuring the brand remains at the forefront of the industry.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network