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BrauBeviale 2014: change through tradition and innovation

• Beverage trends – global markets for innovative creations
• Trend theme “culture of craft brewing”
Current beverage trends are based on consumer demands like healthy nutrition, wellness, naturalness and quality. The respective package is also part of a successful beverage concept. BrauBeviale is this year’s most important capital goods exhibition for the beverage industry, but it is also ultimately influenced by the end product. The exhibition takes place in N?rnberg from 11–13 November and is presented in a new outfit: The some 1,300 exhibitors and approx. 33,000 trade visitors can look forward to a completely revised exhibition concept and supporting programme. Small and medium enterprises and global players profit from the extensive spectrum of raw materials, technologies, logistics and marketing ideas, but the event also focuses on international beverage trends.

“Nothing is as constant as change.” This classical quote successfully describes the present developments in worldwide beverage trends. Many globally operating beverage manufacturers face a growing group of small and innovative companies implementing and marketing independent ideas. This is successful, as demonstrated by the growing trend towards the culture of craft brewing in the USA and worldwide. The “culture of craft brewing” is also the trend topic at this year’s BrauBeviale, which brings this global movement to Franconia – to the home of beer – with many events and campaigns.
Global beverage consumption rising continuously

Whereas almost 240 litres of beverages per capita were consumed in 2008, this figure was already about 265 litres in 2013. The biggest growth drivers are the non-alcoholic drinks like bottled water (2008: 23; 2013: 29), hot tea (2008: 54; 2013: 58) and milk and milk drinks (2008: 37; 2013: 40). Hot tea is the most popular non-alcoholic drink in the world, followed by milk and milk drinks, carbonated soft drinks, water, beer, coffee and spirits.(Source:Canadean/GB)
Germany’s number one thirst quencher: mineral water

Mineral water with a per capita consumption of 140 litres was also the Germans’ most popular thirst quencher in 2013. The clear favourite with 85 per cent was carbonated mineral water, but still waters are preferred at international level (80 per cent of bottled water). Almost three-quarters of the world’s packaged water is drunk in Asia, Western Europe and North America – with Asia showing the biggest growth of some 12 per cent in 2013. However, soft drinks are also very popular in Germany, i.e. cola drinks, lemonades, spritzers, water with aromas, dietary soft drinks, energy drinks, fizzy drinks, coffee and tea drinks with fruit juice content and carbonated and non-carbonated fruit juice drinks. The per capita consumption of these in 2013 was 125.5 litres. Especially popular: calorie-free cola drinks (+ 7.5 per cent compared with previous year) and fruit juice drinks (+ 4.5 per cent). (Sources: Canadean/GB; Wirtschaftsvereinigung Alkoholfreie Getr?nke – Trade Association for Non-Alcoholic Beverages, GER)
Non-alcoholic drinks – prospects for new creations

Whereas packaged water is becoming more and more popular almost worldwide, the global consumption of carbonated soft drinks has already reached a very high level. Since 2007 sales of these have risen only in South and Central America and the Middle East. According to Rabobank, Brazil will remain the growth driver in the next three years with an estimated rise of three per cent per year. World champions in the consumption of carbonated soft drinks are the Mexicans with 165 litres per capita, followed by the USA (145) and Argentina (144). The most important worldwide markets for non-alcoholic drinks are the USA with 352 litres per capita, Germany (342) and Argentina (326). Within Europe, Germany is followed by Belgium (281) and Switzerland (264), with Lithuania (96), Russia (93) and the Ukraine (64) bringing up the rear. New creations keep the markets moving: Whether innovative non-alcoholic malt drinks, fruit juice drinks enriched with beta-glucan, which are supposed to have a positive health effect on the heart, new ginger drink creations or drinks coloured pink with the help of the purple sweet potato, there are hardly any limits to the imagination and the consumer soon determines the success or failure of the products. (Source: Canadean/GB)
Slight drop in German beer sales in 2013

Beer sales in Germany dropped to 94.6 million hectolitres in 2013 (- 2 per cent compared with the previous year), of which some 84 per cent were for domestic consumption. Slightly more than ten million hectolitres went to the EU countries (- 8.6 per cent compared with the previous year) and 4.7 million hectolitres to third countries (+ 8.7 per cent). Beer mix drinks with 4.2 million hectolitres accounted for 4.5 per cent of total beer sales in 2013, which also represents a slight drop of just under two per cent. An interesting development is the growing interest shown in German beer by China – the world’s biggest beer market with a quarter of global beer consumption. (Source: Federal Statistics Office/GER)
Triumphant march of craft brewers worldwide

The craft brewers, as they are called, started reviving the art of craft brewing in the USA in the 1980s. There are meanwhile almost 2,800 craft brewers with more than 110,000 employees in the US market. German brewers are also increasingly discovering this trend: spicy Pilsner refined with the extract of hay from mountain meadows or beers distinguished by the scent of mild herbs, spring flowers and a light citrus and fruit touch as well as the strong aroma of roasted malt are just some examples of this craft brewing culture. Germany with 103 litres per capita occupied third place for worldwide beer consumption in 2013. The most beer is still drunk in the Czech Republic (145) and Austria (106). Also in the top ten: Estonia, Poland, Ireland, Finland, Romania, Bulgaria and Lithuania – all European countries. (Source: Canadean/GB)
The culture of craft brewing – trend theme at BrauBeviale 2014

The trend theme is being pushed by the honorary sponsor of the exhibition, the Private Brauereien Bayern (Bavarian Association of Private Breweries), and the European Beer Star Award, which has had its exhibition home at BrauBeviale since 2004. The highlights include the presentation of the awards for 2014, free tastings accompanied by sommeliers, the Craft Beer Lounge, the Tour of Exhibitors with solutions specifically for craft brewers or the European MicroBrew Symposium now organized for the third time together with the Versuchs- und Lehranstalt f?r Brauerei (Brewery Research and Training Institute) the day before the exhibition. Jim Koch, founder and Managing Director of the Boston Beer Company, which brews the famous Samuel Adams, willopen the exhibition in BrauBeviale’s stylish new forum at the heart of exhibition activity. Many other VIPs from the international brewing scene will speak here, including Charlie Papazian, President of the US Brewers Association and initiator of the World Beer Cup, and Dr. Marc Rauschmann, Managing Director of the Frankfurt firm, BraufactuM.
Successful new packaging ideas – at BrauBeviale too

The rule for all beverage segments: the product and package should always form one unit to ensure the right communication with the consumer at the Point of Sale. Particularly beverage packages are highly innovative. For example, the package of an African beer brand is intended to convey quality, innovation and creativity at the same time. The beer is now coming onto the market in a 100 per cent recyclable can, which is the first container of this kind in Africa. A schnapps, for example, also plays on tradition and innovation and is offered in bottling jars as a reminder of the Prohibition period.

The exhibition is also geared to innovative packaging. At the BrauBeviale Forum – supported by well-known partners from the sector – presentations, panel discussions or talks on beverage packaging design, packaging innovations and PET recycling invite visitors to stay, listen or join in the discussions. A welcome guest again 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. For the first time the exhibition presents the PETnology concept “connecting comPETence” with the PETarena and Packaging Wall of Excellence, where companies present their diverse spectrum of PET products and services. The PETarena is also the place to go for packaging developers. The event starts with the two-day international PETnology Congress, which takes place immediately before the exhibition.
BrauBeviale 2014: Good conversations. Good business.

BrauBeviale is the world’s most important capital goods exhibition for the beverage industry in 2014. Some 1,300 exhibitors (2012: 45 % international) present a comprehensive spectrum of high-quality beverage raw materials, innovative technologies, efficient logistics and sparkling marketing ideas in the Exhibition Centre Nuremberg from 11–13 November. The expected 33,000 visitors (2012: 38 % international) come from technical and commercial management in the European beverage industry. The experts from breweries, malting houses, wine producers, distilleries, dairies, producers of non-alcoholic drinks, the hotel and catering trade, the specialist retail and wholesale beverage trade, and engineering and planning consultants are highly qualified and 88 % of them are involved in investment decisions (results of a survey by an independent institute in 2012). The exhibition’s popular mix of professional presentation and personal contact in a friendly atmosphere is convincing with features such as manageable cost of exhibiting, highly efficient, information-packed and concentrated three days of exhibiting, comprehensive range of products, intensive personal dialogue with decision-makers and ideal date:
BrauBeviale 2015: 10–12 November
BrauBeviale 2016: 8–10 November

5 Jun. 2014

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