A brand of many firsts

There is hardly a milestone in the goblet glass industry that does not come from Zwiesel—including its first machine-blown lead crystal glass series in 1962. In 2002, the company made a quantum leap in crystal glass production with the development of the Tritan® glass set. Tritan® ensures glasses are highly resistant to breakage, scratches and dishwashers, making them exceptionally durable and therefore environment-friendly. The conversion of the entire production process to innovative oxy-fuel technology in 2012 further advanced sustainability, saving 30% of energy compared to conventional processes and significantly reducing carbon dioxide and nitrogen emissions. The brand continues to stay relevant in today’s fast-evolving, design-driven world.

Prof. Dr. Buske explains, “We reinvent ourselves every day. This is where heritage and innovation come together, by preserving our legacy not just for the next generation, but for the next 150 years, and challenging ourselves to innovate daily. That’s what glassmaking has been, and continues to be, for decades.”

He took over the company with a clear vision: to make Zwiesel Fortessa the world market leader in high-end crystal for the hospitality sector. “For nine consecutive years, we’ve been recognised as the global leader in our segment,” he shares. “It’s a journey driven by the incredible people within our factory, those who make us who we are today.”

The company’s success, particularly in the United States, stems from more than expertise in glassmaking. “We discovered that our deep understanding of hospitality sets us apart. That insight inspired us to expand our range to include flatware and dinnerware. We set the table, and we’ve been very successful at it. Today, 88% of four- and five-star hotels in America use our products to set their tables.”

Building on that momentum, Zwiesel Fortessa began transferring its knowledge and products into the European and Asian markets. “The next natural step,” says Prof. Dr. Buske, “was to become a tabletop company. We evolved our vision not just to remain the world market leader in crystal glass, but to become one of the leading names in the global tableware segment.”

The India story

Zwiesel Fortessa was among the first premium tabletop brands to invest in India, entering the market in 2010. What inspired this early belief in India’s potential? “India has always been a gorgeous, tremendous and vibrant market,” says Prof. Dr. Buske. “We’ve long believed that India is one of the world’s leading countries. For us, it was essential to be part of that energy, to feel the vibrancy, to witness the growth firsthand and to bring the beauty of our products to this market. Over the years, we’ve seen the country flourish as a growing economy that celebrates hospitality, food and wine and, through that, appreciates our glassware.”

Interestingly, Prof. Dr. Buske is affectionately known as ‘India’s Crystal Man’. He smiles when asked what the title means to him. “It’s both an honour and a responsibility. The honour comes from being part of this market for many years and leading the high-end hospitality segment, and the responsibility lies in maintaining excellence in service and product quality while keeping pace with global trends and technologies,” he reflects. Zwiesel Fortessa takes that responsibility seriously and remains committed to delivering the very best for its customers worldwide.

Craft. Service. Scale.

Zwiesel Fortessa delivers to over 160 countries with an exceptionally diverse range—from banqueting and room-service items to restaurant, fine-dining and barware collections. “We’ve now added flatware and dinnerware, making Zwiesel Fortessa a true one-stop shop perfectly aligned with customer needs,” elaborates Prof. Dr. Buske.

The brand has built its global reputation not only on craftsmanship but also on a holistic service model that sets the benchmark for reliability and responsiveness. “We’re able to move fast when it comes to service, and that’s exactly what our customers need. Imagine you have a major event in two or three days and need new glasses immediately. Or you’re operating an airline or cruise line, and part of your assortment is damaged—you need replacements at your next stop. That’s where service levels become crucial. You need a partner who understands the industry, operates globally and can deliver locally. What customers are really looking for is a global approach that’s as local as necessary,” he explains.

This service agility is one of the defining advantages that sets Zwiesel Fortessa apart from other hospitality brands. “We have an exceptional team and strong partners around the world. Our distributors keep our products in stock and can deliver quickly, providing a level of service that truly makes a difference. We’ve known many of our clients for decades. We understand their industries, their evolving trends and what it means to be a great host. That’s why Zwiesel Fortessa continues to be the partner of choice for leading hotels and restaurants worldwide,” he says.

Crafted through innovation

Prof. Dr. Buske believes that evolving ways of connecting are shaping new trends in hospitality and glassware. “What we’re seeing is a completely new way of coming together. It’s no longer just about dining. Shaping moments has become central to what people value, and that’s where our products come in,” he says, pointing to shifting consumer preferences. “We’re observing interesting shifts in beverage culture. Yes, there’s innovation in alcoholic drinks, but there’s an even bigger movement toward non-alcoholic beverages. That’s exciting because our products aren’t just for wine or cocktails; they’re for all types of drinks. The non-alcoholic trend is huge and one of the most important directions to watch. Alongside that, the idea of sharing and pairing food—creating communal, multi-sensory dining experiences—is deeply inspiring. Having the right glassware to enhance those moments keeps us on the edge.”

Design and innovation, therefore, lie at the heart of Zwiesel Fortessa. “Our designs are about expressing that moment through elegance, form and function,” says the man helming Zwiesel Fortessa. “Listening closely to interior designers, hotel and restaurant creators, and culinary artists helps us craft products that reflect how people dine and connect. That’s what makes our glassware truly come alive.”

For a company rooted in tradition, can technology and craftsmanship truly coexist? “Tradition and innovation belong together if you want to keep your heritage alive. Zwiesel Fortessa has reinvented the glass industry time and again. We were the first to introduce machine-made glass, transferring the art of handmade craftsmanship into a technological process more than 60 years ago. We also developed a lead-free crystal glass that could be cut beautifully while maintaining its brilliance. These milestones are part of our DNA,” says Prof. Dr. Buske.

Sustainability, often just a platitude, has real substance at Zwiesel Fortessa. Nestled in the Bavarian Forest—a protected natural reserve—the company has embedded environmental stewardship into its identity for generations. “Being located in such a pristine environment comes with a responsibility. Our latest development, the oxy-fuel furnace, is a breakthrough for the crystal glass industry. Instead of burning gas with air, we use oxygen. This reduces energy consumption by 30% and cuts our carbon footprint by more than 70–75%. We source raw materials locally, reduce water consumption and ensure every step of our production is as environmentally friendly as possible. It’s not just technology; it’s our way of life,” he maintains.

The host with the most

Zwiesel Fortessa recently acquired Eisch, a glass brand that represents the luxury tier of the industry, thereby solidifying its standing as the global leader in functional and artistic glassware. The marriage of Eisch’s decorative legacy and Zwiesel Fortessa’s technical mastery helps the brand fulfill its ultimate ambition to set the world’s most beautiful tables and become the host with the most. “Zwiesel Fortessa is well known for blown and machine-made glass, while Eisch is renowned for its decorative expertise. By combining these traditions and technologies, we’re able to create table settings that go far beyond eating and drinking. They’re about togetherness and celebrating life,” reflects Prof. Dr. Buske.

Eisch’s collections, adorned with platinum and gold, sit at the pinnacle of what can be experienced at the table. “We’ve long served the banqueting, restaurant, and fine dining sectors; now, with Eisch, we can elevate the table on the luxury side as well. It’s the perfect complement to our technological and artisanal strengths. Enlightening tables is what we dream of, and Zwiesel Fortessa will continue to do that in the decades ahead,” he adds.

Prof. Dr. Andreas Buske’s commitment to making Zwiesel Fortessa a global leader in the tableware industry is unwavering. He envisions a vibrant future where craftsmanship and creativity define the next evolution. “We’re constantly developing new technologies and techniques, reinventing ourselves every day. We keep investing in growth, in the right products, the right partners, and in delivering excellence to our customers. We don’t just bring products to the table; we bring newer concepts, newer trends, and newer ways to make gatherings special. At Zwiesel Fortessa, we help transform an ordinary moment into a magical one. And that, ultimately, is what will keep us leading this industry,” he concludes.  

Leadership lessons from Prof Andreas Buske

Most remarkable moment in building the global footprint

When the brand Zwiesel Glas was relaunched in 2020 with a redefined logo and branding. As a glassmaker, it was extraordinary to see our product reborn into a great brand, now seen over 60 million times every year on every single glass.

What inspires him every morning

Innovation. Our industry brings people together; it turns ordinary moments into inspiring ones. We create memories that connect human beings, and being part of that creative, emotional process is truly beautiful.

A challenge that shaped his perspective

Leading through difficult times, like the 2009 financial crisis, taught me the power of resilience and motivation. Restructuring is hard, but keeping people inspired and aligned behind a shared vision is what defines true leadership.

On elegance—in glass, leadership, and life

Elegance means timelessness. A truly elegant glass doesn’t shout; it speaks quietly through its presence. Just like in leadership, real elegance lies in authenticity and endurance.

Advice for newcomers building timeless brands

A timeless brand must grow from deep tradition and clear values. Once you have that foundation, you can spread your wings—reliable, thoughtful, and true 
to your beliefs—while evolving into something new.

If Zwiesel Fortessa were a person

It would be a great mentor, supportive, inspiring, and empowering. Like a coach who helps you bring out your best self, Zwiesel Fortessa enhances every moment, helping you shine in your own way.