Cover Riedel CEO Maximilian J. Riedel (Photo: Tan Chin Fan)
Riedel CEO Maximilian J. Riedel (Photo: Tan Chin Fan)
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As the 11th-generation head of a 270-year-old glassmaking dynasty, Maximilian Riedel reflects on design, discipline and the realities of steering a heritage brand through changing times
Maximilian Riedel strides into the hotel lobby with assured ease. Looking much as he does in his publicity portraits, he is every inch the modern custodian of a historic dynasty: impeccably turned out, sharply observant and entirely unruffled, despite having landed just hours earlier. He carries the air of a man defined by discipline, standards and leadership.
Conversation begins, appropriately, with the object that has shaped generations of his family’s work: the glass. For Riedel, a wine glass is not merely a vessel, but a silent communicator that shapes how wine is perceived—a hi-fi system that showcases its nuances. “No one drinks from the bottle,” he says, and with that comes a broader philosophy: every bottle, whatever its price point, deserves respect. The role of the glass is not to alter the wine, but to reveal it at its best. Riedel’s design approach, he explains, is rooted in shaping each glass to the DNA of the grape variety to fully enhance its qualities.
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Above Riedel Fatto A Mano Cabernet Decanter and Riedel Fatto A Mano Black Tie glass
Riedel Fatto A Mano Cabernet Decanter and Riedel Fatto A Mano Black Tie glass
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He credits his grandfather, Claus Josef Riedel, with pioneering the modern wine glass. It was Claus Josef who stripped away decorative cutting in favour of the Bauhaus principle of form following function—where less is more, and each glass is elegant, minimal and purposeful. His father, Georg Riedel, continued that evolution, deepening the focus on grape-specific design and highlighting how shape influences perception.
What, then, defines Maximilian Riedel’s leadership? At the helm of a company marking its 270th anniversary this year, he is neither sentimental nor complacent. Competition, he says, has always existed—and should. Just as his predecessors faced rivals such as Waterford, Baccarat, Steuben and Rosenthal, he faces his own challengers today. Longevity, he understands, demands vigilance. It is a reason to work harder.
He points to collaborations such as the Coca-Cola and Nespresso glasses as part of a multi-pronged strategy—ensuring the company has several legs to stand on. Sustainability, too, is central. It is not a fashionable afterthought, nor greenwashing, but an industrial necessity. He cites lead crystal as an example: while prized for its brilliance and resonance, its health risks made it unsustainable. Riedel was the first to move away from it. Today, new challenges emerge. Glass production depends on gas and electricity, and current shortages present ongoing pressures. He speaks of these not with self-pity, but as the realities of leadership in any era.
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Above On the idea of a universal glass, Maximilian J. Riedel is unequivocal: it simply does not exist
On the idea of a universal glass, Maximilian J. Riedel is unequivocal: it simply does not exist
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Having joined the business three decades ago and taken over as CEO and president in 2013, Maximilian balances continuity with decisiveness. He speaks with affection about the company’s extensive product range—around 1,000 SKUs—yet shows no hesitation in discontinuing lines that no longer serve the market. If a series loses relevance, it is removed. Such decisions may not be glamorous, but they define effective leadership.
He is equally pragmatic about communication. Trade fairs and traditional networking, he believes, no longer carry the same weight. He recalls living in New York in 2007, where a neighbourhood liquor store owner encouraged him to see Facebook not as a novelty, but as a serious commercial tool. That owner was Gary Vaynerchuk, who would go on to transform his family’s Wine Library business through the internet. The lesson stayed. Today, with more than 600,000 Instagram followers, Riedel recognises the importance of meeting audiences where they are.
This instinct for practical innovation is evident in the Riedel O Wine Series, stemless collection. Conceived during his time in a small New York apartment, where storage space was limited, the design is stackable, versatile and elegant. This collection has since become a global success.
What keeps the company ahead? Riedel points to four fundamentals: strong distribution, efficient logistics, a capable sales team and up-to-date e-commerce platforms. These, he says, form the infrastructure of modern success. At the same time, the business has broadened its model. While wine remains central, changing consumption patterns require agility and diversification.
Above Riedel Fatto A Mano Black Tie Collection
Riedel Fatto A Mano Black Tie Collection
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Mention the idea of a universal glass, and he is unequivocal. To him, it does not truly exist. Placed side by side, he believes, a more thoughtfully designed glass will always prevail. Serving wine properly is a matter of respect—for both the wine and the experience. While such refinement can come at a price, he notes that accessible entry points exist, citing the Riedel Ouverture and Grape@Riedel series. The goal is not extravagance, but ensuring that good design remains within reach.
There is a constant forward momentum to him. He is alert to shifts before they fully take hold. This is evident in his latest project: the Riedel All American Bourbon glass. Designed to highlight the spirit’s aromatics and flavour profile—from smoky oak to vanilla, caramel and spice—it represents a new direction. Though delayed by Covid-19 and launched at a time when brown spirits are less in favour, he remains optimistic. People often tell him, he says, that Riedel glasses led them to appreciate wine. Perhaps, he suggests, the same may yet be true for bourbon.
By the end of the conversation, it is clear that Riedel is not defined by legacy alone. Maximilian is intent on staying ahead. Recent launches—including the Riedel Bar Rituals series for bartenders, and the Riedel Manufaktur Vitis and Riedel Bellorotondo collections—reflect this ongoing drive. At 270 years old, the company remains forward-looking and unabashedly competitive. Inheritance may open the door, but it is leadership and vision that ensure one stays in the room.
Credits
Images: Tan Chin Fan, Riedel
Nicola Lee, a graduate in Hospitality & Tourism Management, is the managing director of a property investment company. She is also a freelance wine and travel writer for The Singapore Business Times and Tatler Singapore, as well as a champagne enthusiast whose extensive collection has been featured on Channel NewsAsia’s ‘Remarkable Living (2019)’. A second-generation member of the Commanderie de Bordeaux, she is an ambassador for the Ordre des Coteaux de Champagne in Singapore and academy chair (SEA South) for The World’s 50 Best Restaurants.
