Since the mid-seventies, the eldest son of Claus Riedel, Georg Josef, the tenth generation, has been involved in the running of the family business. Faithful to the dynasty's traditions, Georg has brought his own ideas and priorities to the business. For instance, contacts with the American market were extended considerably. A new branch was founded in the United States and Riedel Crystal of America is proud to have Tiffany & Co. among their most distinguished customers. From here, the once Bohemian, now Austrian Riedel Crystal reaches the tables of the rich and the trend setters of the new world, a prospect which would have pleased Johann Christoph Riedel!

Georg has succeeded in creating demand for the unique hand blown stemware line, Sommeliers, first created by his father in 1973. In order to meet demand, the manufacturing works in Kufstein and Schneegattern have been extended, and in addition a tourist attraction has been established.

Georg realized in time that machine blown glasses guarantee that the brand will flourish. The global spread of the wine glass culture, related to the wine boom of the late 1990's, was his work. He created the terms "instruments of pleasure" and "the content determines the shape" that are recognized worldwide. By opening new markets and distribution channels, the company grew beyond expectation.

With successful marketing and consistent niche policies, Georg Riedel has been able to follow strategies which, on the one hand correspond to contemporary management methods, and, on the other, fit in perfectly with the history of this great family. Talented and with great expertise, Georg Riedel represents another link in this unbroken chain of glass makers.

Riedel Crystal Austria is today a growing business. With 280 employees, the company remains middle sized. In the four decades of its existence in Austria, it has succeeded in establishing itself as a global brand. The family is looking forward to the work of future generations: Georg's children, Laetizia and Maximilian Riedel, the eleventh generation, are set to continue the family tradition, bearing the glass maker's torch into the future.