Riedel and Miele Announce First-Ever Partnership at Ambiente


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

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