continued. . . 

What challenge did you face getting the collections placed again?

We had to assure retailers that Fortessa wasn’t just a temporary distribution set-up. Happily, Fortessa’s reputation has been solid. We have an excellent sales force, excellent logistics, and excellent customer service. We don’t make promises we can’t keep and we’re known for that. We don’t have a lot of problems because we jump on things before they become problems. We’re always ahead of the curve maintaining a level of performance that’s always ahead of sales. That’s rare today.

It’s the tail wagging the dog syndrome which I never understood as a business strategy. I’ve long been impressed by Fortessa’s proactive stance.

People run business less emotionally today; it’s based on facts. It’s not based on relationships. We have to perform everyday to earn customers’ respect. Because of our performance customers make money and that’s the key to loyalty.

Can relationships still help a company carve shelf space in a highly competitive climate?

Yes, if the relationship is based on performance. But there’s increased competition with producers jumping on the same ship creating marketing claims of break-resistant plain glass specific to wines. Some might succeed, most won’t. How many plain stems can a retailer have? It’s survival of the fittest, and we believe we’re the fittest.

So how does Zwiesel stand out?

By developing creative collections like Zwiesel 1872, our handmade, mouth-blown collection, and Tritan, our machine-made collection. And with our most recent collection, The First, which is stemware designed by Enrico Bernardi, the world’s best sommelier. It’s an extensive line of more than 20 items, each one specific to its varietal of wine. It’s a stunning world-class line based on old-world craftsmanship rarely seen today.

Interestingly, Zwiesel hasn’t jumped on the stemless bandwagon.

And we won’t. We produce bowls with stems because that’s the best way to serve the wine. The stem is there for a purpose and that’s to hold the bowl. We think stemless glasses are a fad that has worked for awhile but will pass.

How does Zwiesel keep reinventing the plain, uncut glass?

It’s a tough mission to keep it lively and interesting, delivering the beverage in an attractive way. There are three components: what will it do for the beverage, what will it look like, and how does it feel. And no matter what, always finding ways to improve quality. Zwiesel does this better than anyone. It’s one a few companies that has stuck to its origins doing what it does best.

Does that make it a one-trick pony?

No. And it’s just one component of what we at Fortessa do. We just introduced dinnerware and flatware under the Fortessa brand and have created very attractive fixturing for both Zwiesel and Fortessa that many retailers have responded well to. Dinnerware and flatware were natural extensions since we’ve had dinnerware and flatware in our hospitality division. Now we offer retailers one-stop shopping and we expect these categories to generate 20% of our sales volume by next year. It’s all about Zwiesel and Fortessa partnering to set a complete table and now we do.

. . .end of article