Q&A Ian Bailey, Managing Director, ADI Trading Ltd.

Adit is the exclusive representative of Zwiesel Fortessa AG in the UK

Can you give us an overview of the history of this iconic firm?

Today, Zwiesel Glas is widely recognised as a global leader in the HORECA sector. Our tradition of producing glassware dates back to 1872, when Anton Müller founded the business as a modest glass works in the Bavarian Forest. In the late 19th century, the company expanded under new ownership, investing heavily in new technology – including patenting an advanced cooling oven in the 1890s – laying the foundations for our global reputation.

The company began marketing under the brand Schott Zwiesel in the 1970s, reflecting its links with major German glass concerns. After a management buy-out in the early 2000s, the company sharpened its focus on premium crystal for professional use. In 2022, the company merged with Fortessa Tableware Solutions. Our group, buoyed by an innovative spirit and relentless pursuit of quality, now offers premium glassware, porcelain and cutlery for both professional and consumer markets.

How has demand from the on-trade evolved over the past 24 months, particularly in terms of premiumisation versus cost-control, and what does that tell you about operator confidence and priorities?

The UK hospitality sector is undoubtedly suffering. However, macroeconomic pressures have had their most dramatic impact across the middle and lower tiers of the market. In other words, demand has not disappeared; it has polarised. High-end restaurants, luxury hotels and bars continue to place a strong emphasis on quality glassware, because they recognise its vital role in shaping the guest experience and positioning their establishment.

Meanwhile, another shift we have noticed is growth in retail demand. Before the pandemic hit, Zwiesel's focus was the B2B sector. Today, there is strong growth potential in the consumer market for sophisticated glassware – evidenced by our upcoming Amazon launch this spring. Indeed, this strategic expansion reflects broader lifestyle trends, with consumers increasingly investing in premium at-home dining and entertaining experiences.

Zwiesel has long positioned itself around durability, precision, and brand prestige. In a market increasingly crowded with lower-cost alternatives, how do you articulate and defend those values to operators who are under intense margin pressure?

To those list of values, I would add innovation – a vital part of the company's DNA. The recent acquisition of the German brand Eisch – founded in 1946 – underscores our commitment to improving the customer experience through innovation. Eisch's SensisPlus range has been revolutionary: a unique, invisible coating enables the full aromatic complexity of a wine to be expressed, without prolonged swirling or decanting. In busy hospitality environments, where time for aeration is limited, this kind of innovation genuinely transforms the guest experience.

Moreover, our emphasis on durability, sets us apart from lower-cost alternatives that may lack consistency or longevity. Because our glassware is designed to be used, washed, and reused again and again without significant degradation, operators benefit from this extended lifecycle, reducing their costs in the longer-term.

Sustainability claims are now under far greater scrutiny across the hospitality supply chain. Can you point to specific, measurable changes in manufacturing, logistics, or lifecycle performance that genuinely differentiate your offer?

Sustainability is embedded in both Zwiesel Glas's manufacturing processes and logistics framework. Our packaging, for example, is biodegradable. Boxes are made from card, box fillers from maize. Our pallets are recyclable and treated to prevent pest movement. We're also very proud of the fact that in 2019, a DEUTSCHLAND TEST survey of 1591 companies and brands across 128 industries, garnering responses from 495,593 German consumers—named Schott Zwiesel the best for "Commitment to Sustainability" in the glass and ceramics industry.

Indeed, Zwiesel's investment in sustainability in the 21st century has been unprecedented. Between 2012-2018, the main melt tanks were modernised at Zwiesel's production unit with insulation upgrades, heat from the tanks being recycled to warm the offices and the burners converted to oxy-fuel. As a result of these changes, CO2 emissions reduced by c27%, NOx by c50% and gas usage was reduced by c30%. In 2012 the oxygen was no longer shipped in but commenced generation on site.

In 2010 Zwiesel Kristallglas also became the first crystal glass manufacturer to achieve ISO 14040 and ISO 14044 confirming its manufacturing unit, method of production and product had an eco-profile. All raw materials are analysed to ensure contaminants are excluded from the production process. Recyclable materials are also used where ever possible. Where a viable regional supply source is available, this is used in preference to distant sources - to keep transportation distances down. For example, the key ingredient quartz sand, is only sourced regionally.

Supply chain resilience has been a defining issue since Brexit, COVID, and ongoing global instability. What structural changes have you made to inventory strategy, distribution, or supplier relationships to ensure continuity for UK customers?

Post-COVID, we saw dramatic inflation – gas price increases hit glassmaking particularly hard since the industry is a major energy consumer. Fortunately, as we had already converted to oxyfuel ovens, which burn more efficiently and then invested in on-site oxygen generation, we were better able to manage this challenge. This long-term commitment to operational efficiency has reduced exposure to external shocks.

Looking ahead, where do you see the greatest growth opportunities for premium glassware in the UK?

I predict growth potential in crystal glass, where innovations that improve the pleasure of a user are designed into product – such as SensisPlus or ultra-fine crystal. So innovations that are anchored in guest psychology and enhance enjoyment. According to feedback from sommeliers, these products not only perform beautifully, but also encourage a heightened perception of quality – customers believe the wine tastes better, and that perception matters commercially.

We've also innovated with features like effervescent points – laser-etched dots that help prolong the mousse in sparkling wines. Encoded bases that allow us to trace production history for quality assurance. Laser-cut and gently polished rims, which are fine but feel soft on the lips, enhancing tactile performance. Enhanced stems – using a treatment originally developed to strengthen aircraft windscreens – further improving durability.

Finally, Zwiesel Fortessa Group collaborate extensively with leading professionals, including sommeliers, at every stage of the design process. This ensures our R&D is grounded in what the hospitality industry actually needs.