Maximilian Riedel reflects on balancing the weight of a 260-year family legacy with modern innovation, steering a historic brand into the future while honouring its rich heritage
Family businesses often face significant transformations as they transition from one generation to the next, a process that can sometimes lead to the gradual erosion of their heritage. At Riedel, however, it is quite the opposite.
As the 11th-generation leader of the Austrian glassware manufacturer, Maximilian Riedel serves as a steadfast link between centuries. He carries the weight of history and provides the spark of ingenuity as he shoulders the responsibility of preserving the family name while infusing his own vision to ensure Riedel’s relevance in a fast- changing world.
From his groundbreaking work on wine- centric designs to his ventures into the digital realm, Maximilian embodies the entrepreneurial spirit that propelled his predecessors to success. Yet, as he charts the company’s future, he remains anchored to the principles that have defined Riedel for centuries: curiosity, precision and an unwavering pursuit of excellence.
What does it mean to be the 11th-generation steward of this iconic brand?
While I face the pressure of taking over a successful and healthy business, I do not want to be the last in this long line of highly acclaimed ancestors within my family. It is seemingly a burden but also a privilege as I get to be a part of this iconic brand’s legacy.
How do you honour the past while staying innovative in glassware design?
Design is not of relevance to us; our focus lies exclusively on the functionality of the glasses. By working closely with winemakers, we achieve our unique selling point: providing the wine with the ideal vessel for its highest performance. We are driven to lead in our field—this is also how we honour our past. My family has always been ahead of its time, as much in 1756 as it is today.
What are the defining moments or milestones in the company’s history that you are most proud of?
There are many. One moment is my grandfather’s discovery that the shape of the bowl significantly influences the taste and aroma of wine. Our business might have taken a completely different direction and we would not have become the world market leader in functional glassware if not for that revelation.
How have you kept Riedel appealing to both long-standing connoisseurs and a new generation of wine enthusiasts?
Long before social media became popular, I was actively using it. Today, I have more than 500,000 followers on Instagram, allowing me to communicate directly with customers worldwide. I manage this myself, without social media managers, which means I hear first-hand what my customers think, need or even complain about. This direct connection is essential for inspiring and engaging both current and future generations of customers.
Were innovations like the O series driven by a desire to evolve the brand or were they inspired by specific changes in the luxury or wine industries?
I am driven by a relentless pursuit of innovation, especially in crafting our handcrafted decanters, which require dedication, skill, and artistry. Functionality is key, as seen in our double decanting feature, which aerates wine both when poured in and out, significantly reducing aeration time. Decanting is vital for wine enjoyment and we’ve long emphasised its importance for all wines and champagnes. Our expertise is recognised through international design awards and patents, affirming our leadership in this area.
How do you think your ancestors would feel about the innovations and changes that you have introduced?
I deeply hope my ancestors would be proud that the name Riedel has become synonymous with high quality, innovation and global leadership in functional glassware.
What is your vision for the future of Riedel?
Being a Riedel has meant embracing curiosity, openness and innovation. I plan to continue on this path, refining what has been established while remaining open to new ideas. I am confident that the 12th generation will follow this same vision and keep driving the brand forward.
This story first appeared in the February 2025 issue. Purchase it as a print or digital copy, or consider subscribing to us here
