BrauBeviale 2014: Good conversations.Good business.

11-Nov-2014 - Germany
  • BrauBeviale welcomes the European beverage experts
  • Beer experience: culture of craft Brewing can also be enjoyed in the city
  • Beverage technology made in Germany leads the world

BrauBeviale is the most important international capital goods exhibition for the Beverage Industry this year. It opens its doors in the Exhibition Centre Nuremberg from 11–13 November for 1,135 exhibitors of raw materials, technologies, logistics and marketing ideas and some 33,000 visitors with money to invest.  

In a new outfit for exhibitors and visitors

The exhibitors come from 47 nations, headed by companies from Germany (over 600), Italy, Great Britain, the Czech Republic, the Netherlands, Austria, Belgium and Switzerland – and include both world market leaders and newcomers. Andrea Kalrait, Director Exhibitions, is very pleased about this: “We are experiencing BrauBeviale at the start of its three-year run with a revised exhibition concept – fresh, compact and dynamic. Nevertheless, the essential features of the exhibition remain as we all know them: the regular meeting of the sector.” New application rules are also part of the concept. Andrea Kalrait emphasizes: “Although we cannot directly compare the number of exhibitors with the previous event, the appreciable growth of six per cent in the space occupied speaks for itself. All our regulars are there again and we are pleased to welcome many first-time exhibitors. And this on 42,806 m2 net – more display space than ever before!”

The good 33,000 trade visitors at BrauBeviale come from technical and commercial management in the European beverage industry. At the last event, some 38 per cent travelled from abroad, mainly from the Czech Republic, Switzerland, Belgium, the Netherlands, Italy, Austria, and Russia. BrauBeviale visitors are typically male (85 per cent) and almost two-thirds of them are “habitual offenders”.

Culture of craft brewing as trend theme

The driving force behind the trend theme is the European Beer Star, 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 federations has developed into one of the biggest international beer competitions. Over 1,600 craft beers from all over the world faced the strict judging of the jury in 2014. Visitors can try the gold medal winners in the Craft Beer Corner on the first day of the exhibition and choose their favourite beer: the Consumers’ Favourite 2014 in gold, silver and bronze. National and international beer specialities can be experienced in the Craft Beer Corner, where visitors can enter the world of craft brewing and experience its undreamt-of variety under the professional guidance of trained sommeliers – including no less than World Champion Oliver Wesseloh.

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) of 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 symposium language is English and simultaneous translation into Italian is available for the first time.

Well-known international speakers like Charlie Papazian (US Brewers Association), Jan Lichota (Brewers of Europe) or Marc Rauschmann (BraufactuM) explain the culture of craft brewing to visitors at the BrauBeviale Forum during the exhibition. Jim Koch, founder of the Boston Beer Company, kicks off with his keynote at the opening. Those who come to the exhibition with a specific request regarding the trend theme can simply obtain individual advice from the firms specially marked by a hop symbol in the Exhibition Guide.

Supporting programme: added value and emotional experience

The stylish BrauBeviale Forum at the heart of exhibition activity is supported by many partners from the sector. Presentations, workshops andpanel discussions on topics such as the culture of craft brewing, beverage production and marketing, sustainability/energy, export, water/waste water, brand design or training invite visitors to stay, listen and join in the discussions.

PET offers attractive solutions for SMEs and large concerns – as PET@BrauBeviale clearly shows. The market-orientated PETnology concept “connecting comPETence” takes place for the first time in 2014. Companies show their diverse spectrum of PET products and services in the PETarena and the Packaging Wall of Excellence. The forum and a special presentation cover PET recycling in more depth. The programme starts with the two-day international PETnology Congress on 10–11 November. Firms presenting special PET solutions are also marked in the Exhibition Guide.

Beer experience in the city

The Who’s Who of the international beer community meets at BrauBeviale in Nürnberg – and not only in the exhibition centre, but also in the city itself. “We’re making the culture of craft brewing experiencable for all,” says Andrea Kalrait, explaining the new idea. Visitors and residents in the city can try characterful beers served in selected restaurants or bars specially in the BrauBeviale week – including comprehensive descriptions. Beer enthusiasts in the party spirit meet on the first evening of the exhibition on the former AEG works site, where they can expect ten breweries with 20 national and international beers, music and good food at the after-show party at “Schanzenbräu & Friends – powered by BrauBeviale”.

Global beverage consumption rising

The global consumption of packed beverages in 2013 was some 894 billion litres, about 26 billion litres more than the year before. Almost a third of this was consumed in North, Central and South America, and about a quarter in Europe. Experts forecast average annual growth of 3.8 per cent for global beverage consumption – which will result in almost 1,100 billion litres in 2018. Particularly strong growth is expected in the regions of Asia/Pacific, incl. China and Japan, and the Near East/Africa with some 7.5 and 9 per cent a year respectively. Consumption in the excellently supplied industrial nations of Western Europe is rising by only 0.5 per cent, whereas Eastern Europe will grow by 1.5 per cent a year until 2018. The global market is shared between non-alcoholic and alcoholic drinks at an unchanged ratio of about 70 to 30 per cent (Euromonitor August 2014).

German beverage consumption in 2013 increased by just half a litre to 768.4 litres per head (including coffee, tea and milk). With a consumption of 106.6 litres, every German drank about “half” a beer less than the year before. The overall consumption of alcoholic drinks has also dropped by about half a litre to 137.2 litres per head. Every German throat swallowed 303.6 litres of non-alcoholic drinks, which is almost a litre more than in 2012 (beverage production associations).

German beverage machinery production is world-market leader

Germany occupies first place in the world as a manufacturing and export country for both beverage technology and packaging machinery. The around 100 companies account for an export share of 85 per cent and more. China is still the largest buying country particularly for beverage packaging machinery, followed by the USA and, with distinctly lower figures, Russia, France and Great Britain. Today’s world market for packaging machinery has a volume of some 29 billion euros. Industry experts expect this market to grow by five to seven per cent a year in the long term. The prospects are also good for the German sector. The VDMA Fachverband Nahrungsmittelmaschinen und Verpackungsmaschinen (German Food Processing and Packaging Machinery Association) expects about three per cent more sales this year and around five per cent more in 2015. The production value of food processing and packaging machinery rose by seven per cent to 12.4 billion euros in 2013 (2012: 11.6 billion). This record value includes the production and packaging machinery for beverages with a good 2.3 billion euros (2012: 2.2 billion). Altogether, beverage technology accounts for a production volume of more than five billion euros, as components and especially stretch blow-moulding machines for PET packaging are statistically accounted for elsewhere.

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