A special guest at the signing ceremony was Maximilian J. Riedel, CEO of RIEDEL. The historic Gozzoburg in Krems, home to the bachelor degree programme in International Wine Business at IMC Krems, provided the perfect setting for the formalisation of the partnership.

270 years of glassmaking tradition and pioneering spirit

RIEDEL (company name: Tiroler Glashütte GmbH) is a family-run business based in Kufstein with an exceptionally long history: the company’s origins date back to 1756. This makes RIEDEL one of the oldest glass manufacturers in the world. Today, the company is run by Maximilian J. Riedel, the 11th generation of the family.

RIEDEL is internationally renowned in particular as a pioneer of grape-varietal-specific wine glasses. The company has played a decisive role in shaping modern wine glass culture and has made a name for itself worldwide with its high-quality wine and spirits glasses, as well as decanters. Leading wineries, sommeliers and restaurants rely on the products of this Tyrolean family business.

When the glass changes the taste

Students on the bachelor degree programme in International Wine Business and numerous winemakers from the region were able to experience first-hand just how much the shape of a glass can influence the perception of a wine during an exclusive workshop with Maximilian J. Riedel.

Under the motto ‘The same wine, different glass – a whole new tasting experience’, practical tastings were used to explore how different glass shapes influence a wine’s aromas, texture, balance and overall perception. The workshop thus not only offered fascinating insights into RIEDEL’s philosophy and expertise, but also established a direct link to academic training in the field of International Wine Business.

“The collaboration with RIEDEL means far more to our International Wine Business degree programme than simply providing high-quality glasses – it is a living example of how strategic partnerships can sustainably enhance the quality of academic education. Year after year, our students experience first-hand the significant influence that glass quality and shape have on a wine’s aroma and taste. The fact that we were able to sign the Memorandum of Understanding together with Maximilian Riedel underlines the great importance of this long-standing partnership,” confirms Albert Stöckl, Programme Director of the bachelor degree programme in International Wine Business at IMC Krems.

Partnership offering tangible added value for students

The strategic partnership that has now been signed will further deepen the collaboration between IMC Krems and RIEDEL. Plans include in-kind contributions and glassware sponsorship for the degree programme. Furthermore, students are already in discussions regarding potential work placements at RIEDEL.

A special highlight also awaits students on the bachelor degree programme in International Wine Business in the form of an invitation to a company visit to Kufstein. This will give them the opportunity to learn about the production of hand-blown glasses on site and gain first-hand insight into the craftsmanship and technological processes behind the products.

Shaping the future of the wine industry together

The partnership creates a direct link between academic education and international business practice. Students gain access to first-hand knowledge, experience and insights, enabling them to further deepen their understanding of the various facets of the global wine industry.

At the same time, the strategic partnership with RIEDEL opens up the opportunity to engage in an intensive exchange with the next generation of specialists and leaders in the wine industry.

The partnership brings together two crucial elements of wine culture: great wine and the right glass – and, through them, the next generation of the international wine industry.

International Wine Business