BrauBeviale: news on show

Following up on the success of last year (1,128 exhibitors and 37,200 visitors) and high expectations for the upcoming October event in Nuremberg, the beverage technologies fair digs its heels in, in order to overcome with even greater determination the limits of a mere “beer fest”.

The next BrauBeviale will also cover wine and spirits and packaged beverages generally, showing not only products, machinery and services, but also information and cultural initiatives useful to operators.
The event’s organizers have announced the birth of Brau Moscow, a bridge to the countries of eastern Europe, with a formula re-tailored to fit the new target market. Here, in fact, political crises notwithstanding, analysts predict a much more substantial market growth than western Europe’s modest annual 0.5%. In such a way, NürnbergMesse deploys another force to an internationalization strategy that already sees it engaged in the BRIC markets and the USA. Also from this point of view, the new identity of BrauBeviale as an all around beverage fair appears promising: the optimism of the event’s director, Andrea Kalrait, is emboldened by the near unanimous satisfaction expressed by participants at last year’s edition of the German fair, as well as by the dynamism of a sector characterized by a verve for offering enticing technology and marketing. Demand trends are also heartening - experts forecast an average annual growth rate of total consumption of packaged beverages of 3.8% from now until 2018 -, as well as the arrival of new, young concerns on the market.