The tasting moment with Riedel

Founded in 1756 and a pioneer in varietal-specific stemware since 1958, Riedel has become a benchmark brand among wine connoisseurs and hospitality professionals. Supported by exceptional industrial facilities, the company designs and manufactures collections to suit all lifestyles and occasions – from professional wine tastings to dinner parties or picnics. In Paris, we had the pleasure of meeting Maximilian J. Riedel, the 11th generation of the family, who still owns the company he runs with his father Georg J. Riedel. A passionate man with over half a million followers on Instagram (@maxriedel).

How are you structured in France?

We established a subsidiary in France in 2016. Victor Ulrich leads a team of six and works with a network of 32 agents to develop the brand in France, particularly among wine merchants and hospitality professionals. The relationship with retailers is managed directly by the subsidiary, whose offices are located at the heart of our Paris showroom.

What sets you apart in terms of distribution?

We have retained a ‘factory-direct’ distribution system, which provides the benefits of exceptional value for money. It makes glassware, once reserved for the elite, accessible. This model has been extremely well received in some of the world’s leading markets (Germany, Italy, Austria, Switzerland, and Belgium), but has faced resistance in France, where retailers are accustomed to working with wholesalers. However, doubts dissipate with the first delivery, making it essential to secure that initial order.

What are the other specific features of the French market?

Our aim is to introduce retailers to our products from the perspective of performance, which opens the door to the world of wine tasting. In a country where some of the finest grape varieties are grown, consumers are generally not well-versed in choosing the right glass. They drink wine, not a wine. The situation is quite different in emerging markets – the United States*, South America, Australia… – where the focus has quickly shifted to expertise. But things are changing rapidly, with young French people seeking quality experiences, even if it means drinking less. Restaurateurs have also realised that wine sells much better when it’s served in a beautiful glass that’s perfectly suited to the occasion.

The United States is the brand’s largest market.*

What makes a Riedel glass different?

I like to say that we don’t sell glasses, we sell tasting instruments. In fact, we don’t offer a universal glass. Choosing your glass from Riedel opens the door to the fascinating world of wine. It’s an entire adventure that customers come to explore at wine merchants. Organising a tasting is, in fact, the best way to sell glasses, as it allows you to offer much more than just a product.

How do you measure your potential in France?

The significant and rapidly growing volume (+40%) of sales made on our French website convinces us of its strong potential. Prices are the same as across Europe and in stores. There is high demand for information on where to find our products in France, particularly in regional areas.

Where can I find you in France?

We are present in many wine shops and aim to expand our presence in independent boutiques, particularly in new retail formats. Our collections, which naturally align with tableware specialists, could present a real opportunity for interior design boutiques and concept stores, whose cross-disciplinary offerings are an invitation to the art of living. We are seeing this success in other parts of Europe, and the positive results in these countries reassure us. We are also present in many restaurants that choose our glasses to ensure their customers enjoy an exceptional experience.

How do you support your French partners?

We offer them the opportunity to have a direct relationship with a glass specialist, who is best placed to help them enhance their in-store offering and ensure strong sales performance. To support this, we have developed a range of marketing tools available to them. We are accustomed to working with non-glass specialists, who are often surprised by how easy it is to sell our products. The technical aspects, which are very easy to grasp, serve as a real sales lever.

Source: Home Fashion News Magazine – January 2025 / HFN56