Austrian Glass Maker Setting Out to Change How We Drink Wine

Austrian Glass Maker Setting Out to Change How We Drink Wine

Austrian Glass Maker Setting Out to Change How We Drink Wine

The way we drink wine is about to change, that thanks to the Austrian glassware manufacturer’s 11th generation glass maker Maximilian Riedel.

The way we drink has changed, and thanks to Maximilian Riedel, it appears that it will continue to do so.

The 11th generation CEO of Austrian glassware giant Riedel was personally responsible for introducing the stemless O series, the patented snake-shaped Eve decanter and its aerating technology, and the Riedel Restaurant collection that caters exclusively to restaurants with its shorter stems and wider bases, thus earning the company 40% more business.

He is far from done.

“The traditional champagne flute shape is just not doing its job,” he says. “It’s great for hotel service because you can carry many of them on a tray and a little can look like a lot in that glass, but it’s difficult to smell and taste the wine.”

Despite the flute’s ability to retain bubbles, its restrictive shape means that flavors of yeast will dominate over fruity ones. And that is how the slightly tulip-shaped champagne glass from Riedel’s ultra-light Veritas collection came to be.

Attacking these nuances in wine appreciation is how new collections and shapes emerge at Riedel, and it is often wine producers themselves who commission the company for specific sets of glasses.

Riedel’s signature Sommelier line, a collection of varietal-specific glasses created by Maximilian’s father Georg, caters to everything from syrah to pinot noir.

“They will complicate your life,” Maximilian says. “But these are instruments of pure function. They are not just aesthetic.”

Mr. Riedel has taken it a step further by extending the company’s philosophy to non-vinous clients such as beer brewers, and coffee makers like Nespresso.

“My next big dream is to develop a glass for tea. Not a cup, but a glass for Japanese Matcha,” he says.

“Like wine, spirits and coffee, matcha is drunk neat, and is always prepared the same way at the same temperature.” This evenness allows a glass to better enhance the liquid it holds.

But for all the innovations he and his family have pioneered, Mr. Reidel believes there are frontiers in glassware to explore. “If you compare wines from the ’80’s to the ones today, you’ll notice that the alcohol levels have increased by 20 to 30%. Will our glasses hold up against future changes?”

Riedel will not succumb to trends to sell more glasses.

“We’re not in the fashion business, we are in the tool business. We are all about how we can enhance what you put in your glass. A hammer has looked the same for the last 20,000 years and while it went from wood to metal, a hammer is still a hammer, a nail is a nail, and a glass is a glass.”

True, but not all glasses are created equal.

Have a terrific weekend.

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Paul Ebeling

Paul A. Ebeling, polymath, excels in diverse fields of knowledge. Pattern Recognition Analyst in Equities, Commodities and Foreign Exchange and author of “The Red Roadmaster’s Technical Report” on the US Major Market Indices™, a highly regarded, weekly financial market letter, he is also a philosopher, issuing insights on a wide range of subjects to a following of over 250,000 cohorts. An international audience of opinion makers, business leaders, and global organizations recognizes Ebeling as an expert.

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