This Glass Sold Out In 1 Day: Kurt Zalto On Josephinenhütte's Success

Forbes

29-03-2025

Josephinenhütte's Josephine No. 10 Eau de Vie glass.
A single day was all it took for the latest release from Josephinenhütte to disappear from shelves.
The Josephine No. 10 Eau de Vie glass, launched in January, exceeded all expectations, selling out within hours. The overwhelming response underscores the demand for precision-engineered glassware and highlights the reputation of the man behind it: Kurt Josef Zalto.
Zalto's work has become known for challenging long-held ideals in glassmaking. His designs prioritize sensory experience over convention, an approach that has gained momentum among professionals and casual drinkers alike.
'A wine glass is the last thing between us and the wine,' he says. 'That's why it should feel as effortless and natural as possible so that the experience of the wine itself remains immediate and unfiltered.'
'Balancing tradition and innovation in glassmaking comes from knowing which aspects of tradition to preserve and where innovation can improve the experience,' Zalto says, via Zoom. 'For me, it's about refining, questioning and perfecting the sensory experience.'
Zalto's approach also questions the notion that a wine glass is merely a vessel for a liquid. To that effect, the brand's signature design is centered around ultra-thin, mouth-blown crystal with a distinctive bend in the bowl.
'A well-designed glass doesn't just hold wine, it actually shapes how we experience its aromas, structure and balance,' he explains.
The Josephine collection, which includes glasses designed for different styles of wine, reflects this philosophy. The brand moves away from strict varietal categories and instead focuses on the sensory profile of a drink.
'The inspiration behind the Josephine collection was simple yet ambitious,' Zalto says. 'It was to create a shape that allows wine to reveal its full complexity and unfold in its purest, most immediate form.'
Zalto emphasizes that the brand's designs are not dictated by tradition. Instead, every element is scrutinized and refined. And that distinctive kink in the glass is more than an aesthetic feature.
'It actively enhances aeration, allowing the wine to evolve with every swirl,' Zalto says, describing the glass as 'so delicate that it feels as though you're holding the wine in your hand.'
Master glassmaker Kurt Josef Zalto.
The creation of each piece is an intensive process. Zalto explains that every design begins with the wine itself. Rather than tailoring glasses to specific grape varieties, he focuses on the interplay of sweetness, acidity, tannins and aromatic complexity.
'Each glass is designed to provide the perfect stage for wines with similar stylistic DNA to unfold,' he says. 'Everything begins with the wine by understanding its attributes, its structure and the fundamental elements that define its character.'
The production process is equally demanding. The distinctive design requires a level of skill that only a handful of glassblowers possess.
'The transition from concept to creation is an intricate process that merges artisanal craftsmanship with scientific precision,' Zalto explains. 'Finding artisans who can execute this vision with the necessary precision is extraordinarily difficult.'
The Josephine No. 1-4 Tasting Set.
The No. 10 glass, developed over 15 months, was especially designed for fruit-forward spirits (like tequila or mezcal). The shape is meant to highlight the subtlety of Eau de Vie—the French term for clear, unaged fruit brandy distilled from fermented fruit.
'Unlike traditional spirits glasses, which often emphasize alcohol burn, No. 10 enhances purity, depth and balance,' Zalto says.
The launch of the Josephine No. 10 Eau de Vie glass reaffirmed the demand for high-caliber glassware. Distillers have taken notice, Zalto says, with some now using it during production to evaluate spirits with greater accuracy.
That said, even Zalto was taken aback by the rapid sellout.
'We believed in its potential, but selling out within the first few days exceeded all expectations,' he says.
Coincidentally, while the global wine market faces some of its most serious headwinds in decades, with some reports indicating stagnation or slight declines in consumption, the drinkware sector continues to expand. The global wine glass market, valued at approximately $1.21 billion in 2024, is projected to grow to $1.44 billion by 2033, according to Business Research Insights, with a compound annual growth rate of 6.92%. Other forecasts for the glass drinkware market are more ambitious, anticipating a growth rate of 11.1% from 2025 to 2030. This divergence suggests that even as wine consumption shifts, demand for high-end glassware remains strong, reinforcing Josephinenhütte's rapid sellout as part of a broader trend toward premium drinking experiences.
As Josephinenhütte's reputation continues to grow globally, its approach has resonated beyond collectors and enthusiasts. The company's next steps remain under wraps, but Zalto is clear about his long-term vision.
'I will be continuing to push boundaries further,' he says. 'My focus remains on creating stemware that elevates taste to the next level.'