Events in the supporting program of drinktec identify the best beverages, the best beverages experts and the best beverages recipes!

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Technology, markets, marketing

drinktec, the “World’s Leading Trade Fair for the Beverage and Liquid Food Industry”, has much to offer, not just in terms of the presentations by the exhibitors. For example, brand new in 2013 is “The Innovation Flow Lounge”, a networking platform for discussing ideas and trends in beverages marketing. And in the drinktec Forum, insiders will be talking about current themes in technology, markets and marketing. Also, visitors to drinktec can have a ringside seat when the European Beer Stars and the World Champion Beer Sommelier are announced. Hereґs a preview of the main highlights in the supporting program.

Innovation Flow Lounge
The new networking platform aims to bring marketing experts and technology specialists together in conversation, and to provide marketing themes with a forum at drinktec. Various formats for discussion and action (Talking Table, IDEArea, 5-oґclock Theme) are being organized to promote communication and exchange. On each of the four days of the show, there will be a different theme at the Innovation Flow Lounge: On the Monday all eyes will be on beer, on Tuesday, the point of sale takes center stage, on Wednesday itґs packaging and on Thursday, the focus is on how to successfully launch a product on the market. The discussions, which all take a marketing perspective, are on themes such as: “From hops to the tops”; how media are making markets more human; the relationship between aesthetics, individuality and function in the design of glasses; secondary packaging, intelligent packaging systems as marketing carriers (see also Press Releases no. 28 and 29).

drinktec Forum
What does the future hold in the world of beverages and liquid food, not just in terms of technology, but also marketing? Answers to this will be provided in the drinktec Forum in Hall A2. The first day of the show is dedicated to beer. The question being asked is: Which way forward for breweries? Other theme days take the subjects of packaging, nutrition, hygiene and product quality. On Thursday, September 19, the focus is on packaging and marketing – which will of course be of special interest to the marketing specialists among the visitors. Dairy professionals wonґt want to miss the lectures in this forum on the last day the show – because on this day itґs all about milk and liquid food. Important: All the lectures in the forum are included in the price of an entry ticket to drinktec, and simultaneous interpretation (German/English) is provided at all of them.

Special Area New Beverage Concepts
This is an absolute must for product developers and marketing experts from breweries, soft drinks producers, SMEs, dairies and liquid food manufacturers. The “Special Area New Beverage Concepts” in Hall B1 is an interactive marketplace where experts from the manufacturers will be presenting and explaining new sweetening, coloration and aroma strategies. Integrated into this platform is a catering area where innovative drinks can be tested on the spot. The “Special Area” is presented and clearly marked in the section where raw materials, additives and agents are on show.

European Beer Star
This top-ranking competition attracts the very best beers from all over the world. The only condition of entry is that the beers must have their origins in Europe. From more than a thousand entries, a jury of 100 beer experts and sommeliers from around the globe select the ones that appeal most to their taste buds. Three medals – Gold, Silver, Bronze – are awarded in each category. The actual beer tasting takes place ahead of drinktec, on August 22 and 23 at the Doemens Akademie in Grдfelfing, near Munich. The 2013 European Beer Star, hosted by the “Private Brauereien Bayern e.V.”, is being held for the tenth time. But for the first time the winners will be presented with their awards at drinktec. On Tuesday, September 17, visitors to drinktec can sample the gold-medal winning beers in each category in Hall B1, and vote for their “consumers’ favorite”. The day after this the presentation ceremony for the European Beer Stars takes place at drinktec, in the ICM (Hall 14, from 16:00). At 18:00 the grand “Winners’ Night” festivities begin. Tickets for this can be bought from 17:30 onwards just before the event, from the ticket desk in front of Hall 14 at the ICM.

World championships for beer sommeliers
Not only the best beers will be honored in Munich at drinktec 2013, so, too, will the worldґs best beer experts. On September 15, one day before drinktec opens, the Doemens Akademie will be holding the third World Championships for Beer Sommeliers, at the exhibition center (North Entrance). Anyone who has trained as a beer sommelier at the Doemens Akademie or who is a member of the Sommelier Union can take part. The 50 beer sommeliers from around the world (20 of them from Germany), who are gathering in Munich to battle it out for the title of world champion, have each made it to the final by winning in qualifying rounds in their own countries. In Munich this select group will be narrowed down in further rounds to just six. In the evening the new world champion beer sommelier will be named from their number. The six finalists must answer questions about beer themes put to them by a trade jury. Media representatives, sponsors and guests can follow the final live from 16:30 onwards.

Beverage Innovation Awards @ drinktec
In 2013 the Beverage Innovation Awards will once again be presented at drinktec, as was the case four years ago. The drinktec partner is presenting a total of 27 prizes in six categories (Drinks, Brands and Business, Ingredients, Packaging, Sustainability, Marketing and Communication). Manufacturers and suppliers from the beverage and liquid food industry can enter their innovative products and ideas for this competition up until July 19. The winners will be presented with their prizes in the drinktec Forum on Thursday, September 19.

Brewers Meeting Point / Craft Brewers Lounge
At drinktec, brewers and all those interested in beer have two real hotspots for communication, exchange and contacts and for tasting beers from all over the world. The first is the Brewers Meeting Point in Hall B1, held in cooperation with the Bayerischer Brauerbund. One of the attractions here for visitors is the chance to take part in exclusive sampling sessions. And the second is the Craft Brewers Lounge in Hall A5. Here European brewers can meet up with and engage in discussions with members of the US Brewers Association. Visitors can pick up information about various BA activities, such as the World Beer Cup and the Great American Beer Festival.

Further information:
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About drinktec
drinktec is the “World’s Leading Trade Fair for the Beverage and Liquid Food Industry”. It is the most important trade fair for the sector. Manufacturers and suppliers from all over the world – global companies and SMEs alike – meet up here with all sizes of producers and retailers of beverages and liquid food products. Within the sector drinktec is regarded as the number one platform for launching new products on the world market. At this event manufacturers present the latest technology for processing, filling, packaging and marketing all kinds of beverages and liquid food – raw materials and logistics solutions included. The themes of beverages marketing and packaging design round off the portfolio.
drinktec 2013, which takes place at the Messe Mьnchen exhibition center in Munich, from September 16 to 20, 2013, is expected to attract over 1,400 exhibitors from over 70 countries and approximately 60,000 visitors from more than 170 countries.