Riedel Crystal, a
258-year-old custom glassmaker known throughout the wine world for
its varietal-specific stemware and decanters, has released a glass designed to unfurl Coke’s complex
flavors, aromas and mouthfeel.
fulfills the lifelong dream of Georg Riedel, the 10th generation
owner of the Austrian company. On his fourth birthday -- 60
years ago -- his parents bought him a 12-pack of
“World War II was over, but people still were suffering, so to have this sweet taste and effervescence on my palate was a revelation,” Riedel recalled during a phone interview from Napa Valley, Calif.
Last February, Brad Fields from Coke’s worldwide licensing team approached Riedel about partnering on a specialty glass at a tradeshow in Frankfurt, Germany. Riedel agreed to develop his company’s first-ever glass for a non-alcoholic beverage.
“When I asked Georg who my contact would be for the project, he said, ‘me,’” Fields says. “His passion has been incredible since that very first conversation.”
He adds, “Riedel is the Rolls Royce of the drinkware
category. We wanted to create a glass that would remind people of the
specialness of drinking a
He’s referring to Riedel’s creative approach to custom glassmaking, which fuses art and science to deliver the perfect balance of presentation and functionality. Through extensive tasting workshops, the company develops a vessel that best expresses a particular beverage’s taste and optimizes the multi-sensorial drinking experience.
In April, a panel of executives and marketers with the
most intimate knowledge of
The winning design was inspired by the curves of Coke’s original contour bottle. According to Riedel, the combination of the size and curvature of the “bowl” and its rim diameter unleash Coke’s sweetness, spiciness and “bite, along with its more subtle nuances. He hopes the glass -- which he describes with the lyrical flair of a sommelier -- will invite consumers to appreciate the brand in a new way.
“We areaccentuating the aromas and details of
Thirsty yet? That’s the idea.
“The effect a glass has on taste is widely underestimated by the public,” he concludes. “Most people see a glass as an aesthetic element on a table, not as an instrument. We hope to change that.”
More On Journey
- #OpenUp: Coke's New Ramadan Campaign Encourages an Open Mind
- Sticking Together: Football Fans Unite Through Virtual Panini Sticker Album
- Coke Leads the Charge of America’s Most Respected Brands
- Could You Recharge Your Next Electric Vehicle By Filling Up... With Water?
- Opinion: Circular Economy Presents Opportunity for Food and Beverage Industry