Riedel and Miele Announce First-Ever Strategic Global Partnership at Ambiente Show
FRANKFURT, Germany, Feb. 11, 2011 /PRNewswire/ — Riedel, the 250 year old European brand credited with revolutionizing glassware for the enjoyment of wine, announces a strategic global partnership whereby “Riedel exclusively recommends Miele.” Following laboratory testing, Riedel will now endorse Miele as the optimal dishwashers to ensure lasting brilliance of the brand’s Austrian and German-made glassware. Miele, the manufacturer of luxury domestic appliances, commercial equipment and fitted kitchens will likewise support Riedel as its preferred glassware brand through all communications and promotions. The partnership was officially announced during a meeting of the Riedel and Miele families on February 10th at the Ambiente design fair in Frankfurt.
Laboratory testing proves that Riedel glasses have a minimum lifespan of 20 years when washed in Miele equipment. Researchers washed Riedel glasses 1,500 times, equivalent to the number of washes over a 20 year timeframe, which produced no visible changes in the quality of Riedel glassware.
Both brands acknowledge a synergy in key markets, and opportunities for growth through an international marketing, public relations, social media and sales partnership. The effort will be driven by a consumer-focused “glass care” microsite (www.riedelglasscare.com and www.mieleglasscare.com), and will be supported by each brand’s individual marketing and sales activities. The microsite will offer an expanded guide for Riedel glassware care in Miele equipment, providing explanations on properly loading Riedel glasses, selecting the best wash cycle, and choosing cleaning accessories. At the retail level, Miele will provide instructions to care for Riedel glassware in the operating manual for all of its machines.
Maximilian J. Riedel, 11th-generation CEO of Riedel USA, explains that, “Riedel’s luxury glassware requires regular, safe and effective cleaning to ensure maximized long-term quality and appearance,” noting that research confirms that, “Miele’s expert dishwashers offer superior results and have been proven to exceed standards required when caring for fine Riedel crystal.”
Nick Ord, President of Miele USA, echoes Riedel’s confidence, noting that, “Miele has been dedicated to over 100 years of creating unsurpassable domestic and home appliances; it is natural that we partner with a company that strives for that same excellence in its glassware. It is a privilege to know that Miele dishwashers facilitate the long lasting brilliance of Riedel glassware.”
Following the announcement, the partnership will be implemented through both brands’ institutional headquarters, websites, showrooms, consumer tastings and promotions. In 2011, the brands plan for a social media initiative to support the partnership.
For more information, please visit www.riedel.com.
Miele Company profile: Miele is world leader in the production of premium domestic appliances including cooking, baking and steam-cooking appliances, refrigeration products, coffee makers, dishwashers and laundry and floorcare products. This line-up is augmented by dishwashers, washer-extractors and tumble dryers for commercial use as well as washer-disinfectors and sterilizers for use in medical and laboratory applications (Miele Professional). The company, founded in 1899, has 8 production plants in Germany and one plant each in Austria, the Czech Republic, China and Romania. 2009/10 turnover amounted to approx. EUR 2.83 bn with sales outside Germany accounting for 70%. Miele has its own wholly owned sales subsidiaries or operates through distributors in almost 100 countries. The Miele Company, now in the fourth generation of family ownership, employs a workforce of over 16,000 with two-thirds in Germany. The company has its headquarters in Gutersloh, Westphalia.
Riedel Company Profile: Riedel, 250 year-old global leader in varietal-specific crystal glassware, is the first in history to recognize that the taste of wine is affected by the shape of the glass from which it is consumed. Riedel has been recognized as the unrivaled “wine friendly” glassware brand to complement specific wines and spirits. Famous for its ground-breaking introduction of the world’s first “wine friendly” glass, the Burgundy Grand Cru in 1958 and mouth-blown Sommeliers collection unveiled in 1973, Riedel has become the brand of choice for wine connoisseurs, hospitality professionals, and educated consumers worldwide. Recognized for transforming the wine culture over the past 50 years, Riedel’s design-focused decanters, various stemware lines, and stemless “O” collections have been selected for display at the Museum of Modern Art, Corning Museum of Glass, San Francisco MOMA and more. Riedel is distributed widely throughout Europe, the Americas and Asia, and can be found at the most exclusive fine dining establishments throughout the world. For more information, please visit www.riedel.com.
SOURCE Riedel; Miele