Maximilian RIEDEL was received with great honours on 19 February 2020 by the students of the Wine and Spirits Class of 2020.
The 14th Patron of the Class is none other than the Chairman and CEO of the prestigious Riedel company, which specialises in tasting glasses.
Riedel, a family business
The Riedel dynasty began trading in Bohemian crystal glass in the 17th century. There followed 8 generations until Claus RIEDEL, who put an end to massive, ornamented glasses and invented the egg-shaped, very thin, long-stemmed glass. It was instantly celebrated for its design by customers and modern art museums. 50 years on, it is still synonymous with elegance and sobriety.
His grandson, Maximilien, has been at the helm since 2013. Sent to the United States for 15 years to “learn his trade”, he comments, not without humour and in perfect English: “family businesses are good as you like each other “. And he adds that sometimes it’s more complicated to deal with your father than your boss…
An original and poetic tasting: “the role of sommelier is to celebrate wine
The sponsorship ceremony was an opportunity not only to meet the man himself, but also to test the famous Riedel glasses in real-life conditions. The brand’s ambition is both simple and grand: to celebrate wine. ” Glasses are instruments that help you to sell wine. They serve wine. In other words, glasses should help you understand, enhance and sell wine.
Riedel offers a wide variety of glasses in different shapes; each grape variety has its own glass. The assembly began this “oenological adventure” by rinsing the 3 glasses offered with wine. Confusing. But much better than rinsing with water, say all the specialists.
The1st wine is poured equally into the 3 glasses. The tasting begins with the nose.
1st glass: Maximilian, poet of wine and glass, appeals to the smells of childhood and to our taste imagination.
2nd glass, same wine: we don’t taste it, we just keep smelling it. To everyone’s surprise, the nose has changed!
The same goes for the3rd glass. The feeling is completely different. Maximilian tells us that the great Robert Parker himself did not give the same score to the same wine served in glasses 1 and 3…
Then comes the tasting: “just kiss and feel the wine”. Minerality or oak, and red fruit… each glass releases different aromas.
Riedel, a company at the cutting edge of innovation to adapt to a constantly changing market
The problem is the same for all modern companies: you have to adapt in a fast-changing world.
In recent years, RIEDEL has had to adapt to changing lifestyles:
- fewer sales to private individuals, as old-fashioned wedding lists are a thing of the past. Couples are getting married less and later, so they no longer need to buy crockery.
- increased sales to catering professionals, as city dwellers no longer have the space to stock imposing wine glasses. The commitment to the hotel industry has also been strengthened with the launch of a special ‘Restaurant Sommeliers’ range, at reduced cost and with enhanced durability.
A number of strategic co-brands were also introduced, including : - Coca Cola glasses, with a shape specifically designed to highlight its aromas
https://cocacolaweb.fr/riedel-propose-verre-qui-ameliore-la-degustation-du-coca-cola/ - Nespresso tasting cups
- glasses for the Union des Grands Crus de Bordeaux.
https://www.nespresso.com/fr/fr/order/accessories/original/tasse-reveal-espresso-mild
The brand’s glasses and decanters have won numerous design awards. Cocktail sets, particularly Gin Tonic glasses, account for a significant proportion of the group’s sales.
A fine example of how passion and inspiration can work together to benefit the company, for all our students!
