At the Ambiente design show in Frankfurt, Germany, Riedel, the global leader in “wine friendly” crystal stemware, and Miele, the German manufacturer of premium domestic appliances, announced a partnership whereby “Riedel officially recommends Miele dishwashers.” Following scrupulous laboratory testing, independent researchers found that Miele guarantees long-lasting brilliance of Riedel’s fine crystal glassware during a 20 year timeframe, the average lifespan of crystal glassware. The agreement was formalized by Georg J Riedel (10th generation CEO, Riedel Glas Austria), Maximilian J Riedel (11th generation CEO, Riedel USA), Dr. Markus Miele and Gernot Trettenbrein representing Riedel and Miele, respectively.
Each brand will endorse the collaboration through a co-branded international marketing, public relations, social media and sales partnership. A complete guide to Riedel glassware care, giving detailed explanations on loading Riedel glasses properly, selecting the best wash cycle, and choosing cleaning accessories will be offered on a consumer-focused microsite, accessible via both www.riedelglasscare.com and www.mieleglasscare.com, scheduled to launch in the summer.
Posted 2/23/11
