BrauBeviale looking forward to European beverage experts
On reaching the mid fifties there are just two possibilities: the (admittedly late) midlife crisis or a powerful restart, cleverly underlining one's own strengths with a fresh outfit and charmingly convincing with experience and unexpected ideas. "BrauBeviale (1957) has decided, " assures Andrea Kalrait, the new Director Exhibitions. "We have thoroughly revised the exhibition concept and the supporting programme. We are, of course, relying on BrauBeviale's recognized expertise as the world's most important capital goods exhibition for beverage production in 2014 – plus a variety of new features." The first of these is obvious: in smart natural shades of green, the exhibition in Nürnberg from 11–13 November convinces the approx. 33,000 visitors with money to invest with its comprehensive spectrum of products from some 1,300 exhibitors of raw materials, technologies, logistics and marketing ideas.
But just a new colour concept is definitely not enough for the Director Exhibitions, who although new in this function has been closely associated with BrauBeviale professionally for almost two decades, and her young team. "For us and our customers, BrauBeviale is a kind of 'regular meeting for the sector' that we look forward to. Friends and business partners meet on equal terms in a pleasant atmosphere to exchange ideas, discuss matters and perhaps jointly draw up initial approaches to solutions. These good conversations are followed by good business, " says Andrea Kalrait. "A look at the 'inner values' was naturally more important than the visual appearance. We have completely revised the nomenclature, supplemented it in parts and consistently based it on the process chain in beverage production. This is also reflected by the allocation of the nine halls. BrauBeviale remains compact – an exhibition of short distances."
The exhibitors: world market leaders and newcomers welcome
The exhibitors in 2012 – including world-renowned regulars as well as start-ups – came from 50 nations, headed by companies from Germany (over 700), Italy, Great Britain, the Czech Republic, Austria, the Netherlands, Switzerland and Belgium. They all appreciate BrauBeviale's optimum cost-benefit ratio: the concise opening time of only three days keeps the cost within limits. Attractive starter prices for stand spaces up to 36 m² ensure successful exhibiting at manageable cost particularly for small and medium-size firms.
97 % of the exhibitors (45 % international) reached their most important target groups at BrauBeviale 2012 and 92 % rated their overall success at the exhibition favourably, according to the results of a survey by an independent institute. To make sure this continues in 2014 and beyond, not only the price structure has been simplified. Clearer and better arranged is the motto, which also applies to the reorganization of the product spectrum along the beverage production process chain:
Raw materials and drinks as raw materials
Machinery and installations for production, filling and packaging beverages
Packaging materials and supplies, packaging ancillaries and closure systems
Automation and IT
Operating and laboratory equipment, process and auxiliary materials, beer refinement
Installations for energy, compressed air/gases, industrial safety, environmental protection
Vehicles, loading equipment, storage systems and transport equipment
Marketing and catering equipment
Services, institutes, research, media
The supporting programme:
added value + emotional experience
The trend theme at BrauBeviale 2014 is the culture of craft brewing. Why? Because beer is at home here. Because the origins of precisely this creative beer culture that ferment in the brewing vats of small and medium-size breweries subsequently inspire craft brewers in the USA and worldwide to experiment and produce unusual beer creations. The driving force behind the trend theme is naturally the European Beer Star Award, which has had its exhibition home at BrauBeviale since 2004. The European Beer Star launched jointly by Private Brauereien Bayern (Bavarian Association of Private Breweries), the honorary sponsor of the exhibition, and the German and European federation has developed into Europe's biggest beer competition. Over 1, 500 craft beers from all over the world faced the strict judging of the jury in 2013. Visitors can traditionally try the winning gold medal beers on the first day of the exhibition and choose their favourite beer: the Consumers' Favourite 2014 in gold, silver and bronze.
To make sure the brewers don't run out of good ideas, the "European MicroBrew Symposium – Market, Trends and Technology" provides key impulses the day before the exhibition. NürnbergMesse and the Versuchs- und Lehranstalt für Brauerei (VLB – Brewery Research and Training Institute), Berlin, are now organizing this popular training event for the third time. The symposium is intended for managing directors, proprietors, technical managers and master brewers from European microbreweries and pub breweries, and for representatives from the supply industry. The key topics are engineering and technology with a focus on microbrewing and market developments in the European craft brewing segment. The conference language is English.
More information on the trend theme "The Culture of Craft Brewing" is also obtainable in the Craft Beer Lounge, on the Tour of Exhibitors with special solutions for creative brewers or at the Forum for Inspiration, Innovation & Exchange. This stylish forum at the heart of exhibition activity is supported by many partners from the sector. Presentations, workshops and panel discussions covering the whole product spectrum at the exhibition invite visitors to stay, listen and join in the discussion – for example on new product presentation or the career prospects shown for the beverage industry and its suppliers. Those who would like to take a short break over a coffee or snack in a cosy atmosphere are also welcome. An exhibition like BrauBeviale is, of course, not limited to just talking about beverages. A wide range of alcoholic and non-alcoholic specialities can also be tasted – guaranteed enjoyment with all senses.
For the first time, BrauBeviale presents the market-orientated PETnology concept "connecting comPETence" with PETarena and Packaging Wall of Excellence, where companies present their diverse spectrum of PET products and services. The PETarena is the place to go for everyone involved in the PET value chain: here machinery manufacturers meet bottlers, packaging developers convince brand owners, and component suppliers win customers. The event starts with the two-day international PETnology Congress, which takes place immediately before the exhibition.
A welcome guest again at BrauBeviale in 2014 is the international competition for the German Packaging Award. The most innovative solutions from the over 200 entries expected for labels, closures and other packaging ancillaries, displays, sales packaging, promotion packaging, transport packaging, logistics packaging and packaging machinery will receive awards at BrauBeviale. The current supporting programme at BrauBeviale is being continuously supplemented with extra features: www.brau-beviale.de/programme
The visitors: willing to invest, highly qualified and international
The trade visitors at BrauBeviale – 32,810 at the last event – come from technical and commercial management in the European beverage industry, i.e. from
breweries and malting houses
producers and bottlers of non-alcoholic drinks
producers of wine and sparkling wine and distillers
the hotel and catering trade
the specialist retail and wholesale beverage trade
engineering and planning consultants.
38 % of the visitors at the exhibition in 2012 travelled from abroad, mainly from the Czech Republic, Switzerland, Belgium, Italy, the Netherlands, Austria, Russia, Great Britain and France. An unbelievable 97 % of the experts were satisfied with the products and services offered at the exhibition. BrauBeviale visitors are typically male (85 %) and almost two-thirds of them are “habitual offenders”. They visit the exhibition regularly to update on new products and also want to use these in their own company. Especially important aspects for visitors are exchanging views, cultivating existing business contacts and making new ones, training, market orientation, and preparing and concluding investment decisions. Here the BrauBeviale visitors benefit from another of their typical characteristics: they are highly qualified and 88 % of them are involved in investment decisions.
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