A German-Chinese alliance
As early as 2009, drinktec and CHINA BREW CHINA BEVERAGE agreed on a partnership to consolidate and enhance the market position of both trade fairs. This international trade fair for brewing and beverage technology has evolved into China’s biggest industry event since it debuted in 1995. The Memorandum of Understanding signed back then enabled drinktec to acquire an exclusive partner in China, with the objective of tapping into other groups of exhibitors and visitors in the growing Chinese market.
In 2011, CHINA BREW CHINA BEVERAGE joined the “bev&food tec network powered by drinktec” when drinktec became co-organizer of the event. Since that time, this trade fair has increased in importance as the leading exhibition of its kind not just for China, but for South East Asia as a whole. Petra Westphal, Exhibition Group Director, has had a major influence on this evolution and helped to shape it. “The CBB is the only trade fair in Asia today that models the entire process chain for all segments of the beverage and liquid food industry. As the organizers, we therefore play a major role in promoting the sharing of information within the industry and in providing a comprehensive overview of the beverage and liquid food market in Asia.”
The supporting program focuses on future-related issues
CHINA BREW CHINA BEVERAGE is involved in helping shape the way the industry is evolving. “As a leading technology platform, our aspiration is to promote communication within the industry. Together, showcases by the exhibitors and our supporting program provide a full and future-oriented overview of the beverage and liquid food market,” says Westphal. As a result, visitors and exhibitors obtain an extensive overview of market trends, challenges and developments.
The “bev&food tec network powered by drinktec” therefore provides a tailored platform for Asia as well. CHINA BREW CHINA BEVERAGE reaches out to its participants in a targeted way and is an important source of inspiration for the Asian market. At the same time, the events in this network benefit from groups of exhibitors and visitors from Asia – an optimum pooling of the synergies that arise through the network.