Maximilian Riedel - 270th Anniversary
- 5 days ago
- 4 min read
Carrying forward a family legacy that spans centuries, Maximilian Riedel is the 11th-generation CEO of the historic Austrian glassmaker, Riedel. He has played a pivotal role in shaping the modern identity of the brand, which celebrates its 270th anniversary this year, while preserving its tradition of craftsmanship and design. Pioneering grape varietal-specific stemware, Riedel has become the brand of choice for wine connoisseurs and drink specialists, hospitality professionals and consumers globally. Riedel was the first in history to recognize that the taste of a beverage is affected by the shape of the vessel from which it is consumed and has been recognized for its revolutionary designs complementing alcoholic beverages and other drinks.
Maximilian began to learn the family’s traditional craft from his father, Georg J. Riedel, from the tender age of 12. This training gave him the necessary insight into glassblowing and the know-how required to manage an international company. At the age of 18, eschewing the conventional route of overseas study, he decided to pursue a career in the company – thereby following in his father’s footsteps.
After completing his training at Riedel’s headquarters in Austria, Maximilian Riedel took his first steps into the unknown. Moving to Paris, he spent time working with Riedel’s French importer Ercuis, where he gained further experience and knowledge which would benefit his own company. Then, at age 23, he relocated to the United States, where he became the Vice President of Riedel Crystal of America. Just two years later, Maximilian was promoted to CEO of the American operation. Backed by a great determination to succeed and a keen willingness to learn, he revolutionized the company’s image and increased sales significantly within the first five years. He more than quadrupled the company’s sales figures in the US and Canada during his time there, making North America the largest single export market for Riedel.
In 2004, Maximilian introduced the O series, a collection of varietal specific stemless wine glasses. This series not only proved Maximilian Riedel’s creative talent, but also underlined his commercial acumen, as the range became the most successful new product launch in the history of Riedel. Always on the lookout for opportunities, Maximilian also developed hospitality collections, specifically tailored to the requirements of the food service industry. And thus, the Riedel Restaurant collection was born. Many more innovations followed.
Most recently, Maximilian Riedel introduced Riedel Manufaktur, a collection created in celebration of the brand’s 270th anniversary. The line pays tribute to European craftsmanship and authenticity, embodying the essence of manual mastery while embracing the Bauhaus principle that form follows function. Each piece is handmade in small batches and receives a discreet mark from the glassmaker – an individual signature of authenticity, care, and pride in creation. Slight variations, such as small bubbles or inclusions, are not flaws but celebrated expressions of genuine craftsmanship. The collection reflects Riedel’s enduring commitment to timeless design, quality, and functionality.
Maximilian also used his creativity to modernize Riedel’s internet presence and was instrumental in creating Riedel’s first online stores internationally. Today e-commerce is one of the company’s most important sales channels to consumers. Since the emergence of social media, the opportunity for direct communication with end consumers has increased significantly. Maximilian recognized this development early on and took advantage of it. The company now uses social media to cultivate direct interaction with consumers through daily communication, regular competitions and dialogue with Maximilian himself. His Instagram following is in excess of 620,000 – with the number growing further day by day.
Maximilian’s decanter designs have earned Riedel numerous awards and patents. In addition to the functionality of the decanters – for example, the double decanting function invented by Riedel – it is, above all, the extraordinary designs which ensure their worldwide success. He has often drawn inspiration from his birth year, the Chinese year of the snake – namely, for the Mamba, Black Mamba and Green Mamba (2011) decanters. When they were launched, they set a record as the fastest commercially available decanting vessels for wine, capable of aerating a wine 18 times more quickly than any other decanter on the market. The Mamba decanter earned Maximilian Riedel his second Good Design Award from the Chicago Athaeneum Museum of Architecture and Design, following the recognition of the O decanter in 2005.
Leading Champagne producers such as Krug and Dom Perignon have also benefitted from Maximilian’s creativity and in-depth knowledge of wine. In collaboration with these two houses, and others, he has developed specific new glasses for Champagne.
In addition to his management function in the areas of business and design, Maximilian Riedel conducts comparative tastings with Riedel glasses. Each year, these sensory workshops educate, entertain and delight more than 20,000 consumers and highlight how the shape and size of a glass impacts the enjoyment of wine.
On July 1, 2013, Georg J. Riedel handed over the management of Tiroler Glashütte and its worldwide subsidiaries to his son, Maximilian Riedel, thereby passing it on to the 11th generation. Since then, he has been expertly leading the company with great success, whilst improving the group’s sustainability credentials and improving production and logistical efficiency, including steering the business through the challenges created by Covid-19. Combining sharp business acumen with a keen understanding of global markets and design innovation, Maximilian has successfully guided Riedel into the 21st century.
