Contract signed in Beijing drinktec is now a co-organiser of CBB

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drinktec, the Worldґs Leading Trade Fair for Beverage and Liquid Food Technology, is now a co-organiser of CBB, China Brew & China Beverage, International Brew & Beverage Processing Technology and Equipment Exhibition for China. The organisers of the two trade fairs signed a contract to this effect at the beginning of August in Beijing.

Covering the period up until 2024, the agreement encompasses a total of seven events. The cooperation will be expressed for the first time at CBB 2012. Messe Mьnchen GmbH (MMG), as the organiser of drinktec, and its Chinese subsidiary MMI Shanghai, will in future be the contact and contracting party for all international, non-Chinese exhibitors at CBB. This responsibility also involves acquisition of these exhibitors, as well as looking after and advising them in advance of and during CBB.

The contracting parties are on the one side MMG and its subsidiary MMI Shanghai, and on the other the Beijing Zhongqing Heli International Exhibition Corporation (BZHC) as the organiser, and the China National United Equipment Group Corporation (CNUE) as the licensee of CBB. The contract came into effect upon signing on 2 August 2011. The next CBB takes place from 19 to 22 September 2012 at the new China International Exhibition Center in Beijing.

For drinktec, this partnership with CBB has a high strategic significance. Commenting on this, Dr Reinhard Pfeiffer, Managing Director of Messe Mьnchen, said: “The worldґs leading trade fair drinktec takes place every four years. Our goal is to also show a presence between each drinktec both nationally and internationally in the relevant markets. The agreement with CBB is an important cornerstone in this. It secures us the required presence and influence in the important Chinese beverages market. It means that in China, too, we are a contact partner for our top customers worldwide and as a result can further strengthen the world-leading trade fair drinktec in Munich. I am confident that drinktec and CBB will complement each other very well.”

CBB hopes that the cooperation with the sector leader in Munich will further strengthen its international reputation. Referring to the contract, Mr. Li Zhihe, vice general manager of CNUE, commented: “The cooperation with MMG will bring impetus to the sustainable development of CBB. It will be a win-win cooperation between CBB and drinktec.”

Many of the exhibitors who take part in drinktec, among them many German companies, also exhibit at CBB. For them China, along with India, is the worldґs most important growth market. “These companies are used to the extremely high quality standards that they enjoy at the worldґs leading trade fair drinktec in Munich,” explained Richard Clemens, Managing Director of the Food and Packaging Machinery Manufacturers Association (Fachverband Nahrungsmittelmaschinen und Verpackungsmaschinen) affiliated in the VDMA (Germany’s engineering federation). “As MMG and MMI Shanghai will be organising the international participation at CBB, these standards are now guaranteed there, too. As such we, on behalf of the manufacturing industry, very much welcome the cooperation between drinktec and CBB.”

In addition to CBB, Messe Mьnchen has a further key involvement in a major global market – in India, where the company organises the trade fair drink technology India (dti) every two years in Mumbai. The organisation of this event is handled via Messe Mьnchenґs subsidiary in India, MMI India. In Germany, an agreement was reached with Nuremberg Trade Fair (Messe Nьrnberg) in November 2010. At Messe Nьrnbergґs international trade fair Brau Beviale, Messe Mьnchen organises PETpoint, the PET segment of drinktec, in the intervening years between each drinktec. “This means drinktec is strategically and conceptually very well set up, and ready for the future,” explained Petra Westphal, Exhibition Director of drinktec 2013.

The contract between MMG and CBB marks the provisional conclusion of talks that started back in autumn 2009 and which resulted initially in a marketing agreement regarding CBB 2010. A total of 583 exhibitors took part in CBB 2010, 225 of them from outside China. CBB is regarded as the most important sector event in China and the Asia-Pacific Region. Since its premiere in 1995 it has attracted an ever increasing number of exhibitors and visitors.

drinktec is regarded in the sector as unequivocally the worldґs leading trade fair for beverage and liquid food technology. It can look back on a 60-year history. In 2009 drinktec attracted 1,402 exhibitors from 72 countries. On the six days of the fair, almost 60,000 visitors came to the exhibition centre in Munich, more than 33,000 of them from outside Germany. The next drinktec takes place from 16 to 20 September 2013 at the New Munich Trade Fair Centre.

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Further information about drinktec:

Further information about CBB:

Contact drinktec, Messe Mьnchen
Messe Mьnchen GmbH
drinktec Press Office
Johannes Manger and Maritta Dцtter
Tel. (+49 89) 949-21482
Fax (+49 89) 949-20689

Contact China Brew China Beverage (CBB)
Vicky Su
Project Manager
Tel: (86 10) 66085371/ 66017874
Fax: (86 10) 66018904

Contact MMI Shanghai
Mao Daben
Tel. (+86 21) 2020 5500
Fax (+86 21) 2020 5588

Further information about Messe Munchen: