Heart of Glass - Riedel and the Art of Taste

Maximilian Josef Riedel has been working for the company since 1997. At age 25, he became CEO of Riedel Crystal of America, and proved his talent for management, building up North America to become the largest export market for RIEDEL.In addition to his function as CEO, Maximilian has made an excellent name for himself across the globe as a designer of decanters and glasses. In 2001 he kicked off the RIEDEL focus for the on-premise by creating "O" series, consisting of stemless varietal specific wine glasses. He designed the first free-formed RIEDEL handmade decanter Cornetto, which was the birth of a wide collection of free-formed decanter designs. He has since been awarded design awards for his decanters.Maximilian Riedel was instrumental in developing the RIEDEL strategy for online sales, which has become the brand's most important sales channel for "direct to consumer" business.As a socially-engaged person who strives to connect people, he initiated many valuable partnerships, including high-end German manufacturer Miele, and various charity organisations supporting cancer and HIV/AIDS. His support of the wine industry covers all regions and countries, continuing the strong relationships with world-leading wineries that his father Georg Riedel began.Early on in the emergence of social media, Maximilian Riedel recognised that these platforms enabled him to communicate directly with his consumers. The company now uses Facebook and Instagram to cultivate educational and inspiring conversations with consumers, enabling Maximilian to share his family's legacy and learnings in everyday conversations. On 1 July 2013, Maximilian was handed the management of Tiroler Glashütte and its worldwide subsidiaries by Georg J. Riedel. He has since lead the company through challenging times with great finesse and success, ranging from a committed focus on sustainability to increasing the safety and efficiency of production and logistics during Covid-19.