Decanter World Wine AwardsRiedel: We're in China for the long game
- Wednesday 23 March 2011
The Riedel 'Vinum' Bordeaux glass
Riedel set up its own distribution network in China in July 2010 as a ‘strategic move,’ the 60-year-old CEO of the company told Decanter.com.
The 300-year-old Austrian firm sells the entire range of its glasses - which retail at between £20 and £100 each - through department stores and now through franchise stores, of which there are 20, with a further 30 opening this year.
‘We wanted to be there in time. We have been watching the rise of the Chinese middle class, and we are very comfortable developing glasses for them,’ Riedel - Decanter’s Man of the Year 1996 – said.
He also said it would be ‘premature’ to call the operation a succces.
‘There is no doubt that China is a waking giant, but within the time span of its development we need to be very patient. It will take 20 years: the next generation will reap the fruits of the seeds we have planted.’
The Chinese market for fine glassware is similar to the Japanese market, in that they have a culture of working with and using fine vessels of china and glass.
‘The finesse and delicacy of vessels is not new to Japanese culture and the Chinese have developed a similar appreciation.’
But, Riedel said, the problem was persuading Chinese consumers to use the glasses at home.
‘We have to teach those who buy the glasses that they are not a piece of aesthetic but something functional. Often we find that they buy them, and then keep them in the cabinet.’
Have your say!
johnny chan
March 30 16:40
Let's not forget there is a tradition of using the right materials for the right beverages such as tea pots and cups, etc... and that there are many glasses besides Riedel. In vino veritas.
Peter
March 24 21:35
Perhaps they could use the same glass design for Chinese wine that Riedel allegedly designed for Pinotage (i.e. the one with the whole in the bottom.)
Yuan
March 24 15:59
I think that Mr Riedel's strategy was right. Chinese are smart. They know what they pay for if Riedel market them as the best glasses for drinking wine. Also market at the secondary cities.
de saint-victor
March 24 09:30
Mr Riedel, does not well enough the chinese market . Glasses and decanters and all cristal goods are sold mainly for Gifts and position itself as a luxury product.