02 SHOW PREVIEW: BRAU BEVIALE 2011
Brau Beviale 2011: Creative thinking certainly allowed
With over 1,300 exhibitors and 32,000 expected visitors, Brau Beviale 2011 is the world’s most important capital goods exhibition for the beverage industry this year. From 9 to 11 November, everything at the Nuremberg Exhibition Centre will revolve around high-quality raw materials, innovative technologies, efficient logistics and lively marketing ideas.
More than 40 countries are represented among the exhibitors, including companies from Germany, Italy, Great Britain (with 52 companies from there last year), Austria, the Netherlands, Switzerland, France and Belgium. The focus is on the entire production chain, including machines and systems, for the manufacturing, bottling and packaging of beverages. The exhibition is rounded out with raw materials for beverage production, new marketing and advertising ideas and tailored logistics solutions for beverage transport and sale.
New in 2011 The two leading trade fairs for the beverage industry, drinktec (Messe München) and Brau Beviale, will be working together to showcase PET-related products, due to the extraordinarily rapid innovation cycle in this area. That is why PETpoint, the PET segment of drinktec, will also be represented at Brau Beviale in Nuremberg from 2011 – with raw materials, preform manufacturing, stretch blow and blow moulding systems, bottling plants, sealing production, labelling, recycling and accessories.
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The 32,000 professional visitors to Brau
Beviale come from the technical and commercial management of the European beverage industry, particularly from Italy, Austria, the Netherlands, Switzerland, Great Britain and Northern Ireland, Denmark, France, the Czech Republic and other Middle Eastern and Eastern European countries.
Positioning drinks via innovative packaging ideas Not only are more drink ideas created every year, but existing ones are also repositioned. Creativity generates consumer interest, whether it concerns innovative concepts for tea, malt and special beer mix drinks or premium mineral water. The packaging plays an increasingly dominant role in positioning drinks. The ‘Modern Packaging’ theme pavilion at Brau Beviale is therefore devoted specifically to this issue with interesting solution approaches in material and technology. Here too it is a question of exactly determining consumer interests and integrating sustainability into the concepts. Lightweighting is becoming more important, while maintaining
the packaging quality of course. If the global beverage market is examined, the PET bottle with a market share of 34 per cent is way out in front in the soft drinks, beer and milk package segments in 2010, according to the British market research institute Canadean. PET is followed by glass (17 per cent), cartons (11 per cent) and cans (10 per cent). More and more attention is given to the development of packages made of renewable raw materials. For example, a mineral water filler brought a bottle with a current share of 20 per cent PET from renewable raw materials onto the German market. A carbonated drinks producer presented a bottle of 100 per cent vegetable material, which contains switchgrass, pine bark and corn straw.
The world market for soft drinks The global consumption of soft drinks in 2010 was more than 550 billion litres, with a global per head consumption of around 80 litres. After the rather lean year of 2009, sales of soft drinks increased by just under four per cent. About one third of all drinks sold worldwide are soft drinks, and approximately another third are hot drinks. The remaining third is divided almost equally between milk and alcoholic drinks. The driving force behind the rising
consumption of soft drinks remains Asia with a quarter of world consumption. India excelled in
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