IN BREVE
- The Riedel Esselunga wine glass collection sparks mixed opinions among customers. Some find it useful while others see it as repetitive.
- From September 8 to November 5, 2025, customers can earn stamps with the Fìdaty Card to collect Riedel glasses.
- Each glass is designed for a specific type of wine and the glasses are dishwasher safe.
- Customers are expressing dissatisfaction over additional costs and similar offers already seen in other supermarkets.
- Despite the criticism, the Riedel brand is appreciated for its quality and presence in prestigious settings.
The new Riedel wine glass collection from Esselunga is sparking mixed opinions among customers of the well-known Milanese supermarket chain. Some see it as a well-conceived proposal, albeit for connoisseurs. Others judge the new loyalty program as repetitive and useless. As usual, the promotion involves receiving stamps with purchases at Esselunga. This opens the door to a complete series of glasses to collect, also thanks to equivalencies with “Strawberry Points.” However, the public is divided between enthusiasm for the quality and annoyance at the purpose of the initiative and the additional costs.
RIEDEL ESSELUNGA COLLECTION: HOW IT WORKS
From September 8 to November 5, 2025, with the Fìdaty Card, for every 15 euros spent or 50 “Strawberry Points” on a single receipt, you receive a stamp to collect glasses from the famous Austrian company Riedel. By presenting 15 stamps and adding a 5-euro contribution, you can purchase each glass from the Riedel Reserve line. The names of the glasses reflect the type of wine for which they should be used.
They range from Pinot Noir to Cabernet Merlot, including Chardonnay, Riesling, and Champagne. The collection also includes an additional glass specific for sparkling wines such as Moscato d’Asti, Asti Spumante, and Cocktails. There is also a Riedel “water” glass, obtainable with 400 Fìdaty Points + €4, or for free with 800 Fìdaty Points, or through the Fìdaty catalog. All glasses are dishwasher safe.
CUSTOMER FEEDBACK: CRITICISM AND ENTHUSIASM FOR THE NEW RIEDEL-ESSELUNGA COLLECTION
Some comments collected from customers on social media highlight various grievances:
- “More glasses?????“: fatigue over similar offers seen in other supermarket chains.
- “In my opinion, a useless collection“: disappointment regarding the perceived value.
- “Always the same things“: a criticism of the repetitiveness of the offers.
- “No glasses, nooooo“: a flat-out rejection of the new collection.
- “More window dressing… buy, buy…“: fears of poorly justified extra spending.
- “Imagine a normal family changing glasses depending on the wine“: perhaps the most biting comment, expressing irony regarding the concept of glass specialization.
Others are more moderate or in favor:
- “Sorry, but glasses—high-quality ones at that—can always be useful in a home, why not??“. Few, however, recognize the quality and utility of Riedel glasses.
FROM CRITICISM TO THE COLLECTION: A SNAPSHOT OF ESSELUNGA CUSTOMERS
The promotion attracts attention due to the Riedel brand’s reputation and the undoubted quality of the glasses, which are also found in restaurants, wine shops, and wineries. However, the “stamps plus financial contribution” system creates friction. Some customers perceive hidden costs or a push to buy something they don’t actually need.
The main contrast is between the few customers attentive to the specificities of wine, who appreciate the added value—shapes designed for grape varieties, washability, prestige—and those who see the initiative as just another promotional lever to drive spending.
And yet, seeing is believing: a glass can change the aromas and flavors of a wine, intensifying certain notes over others. This is a topic for “advanced customers” and “conscious wine drinkers.” Evidently, there are still too few of them frequenting Esselunga supermarkets who won’t miss out on the Riedel glasses from the new collection.
The Riedel Esselunga wine glass collection divides customers. https://www.esselunga.it/it-it/promo-e-news/landing/collection-riedel.html.
