Brau Beviale: Global Beverage Perspective
BRAU Beviale 2004 is
scheduled for Nov. 10-12 in the Exhibition Centre Nuremberg. This
year’s show marks a new, united beverage market in Europe since 25
national states are joining the European Union. It also builds on the
success of last year’s show, which
attracted 1,420 exhibitors and 37,914 visitors. Of the visitors in 2003, 76
percent were interested in beer production, followed by 43 percent looking
for soft drink producers and 39 percent searching for water manufacturers.
Within those categories, visitors focused primarily on beverage technology
and raw materials.
The 2004 show will offer a comprehensive range of
products and services for beverage manufacturers from raw materials to
technology, logistics and marketing, and it will provide valuable insight
into the expanded European Union consumer base.
The 25 states joining the union this year represent
450 million people with diverse product preferences. With a taste for
beverages ranging from fruit juice to beer, Euromonitor estimates that the
market for fruit juices and nectars surpassed soft drink growth in Central
Europe during the past decade.
In addition to local brands, consumers in the European
Union have access to regional, national and global brands. Competition in
the alcohol drinks category is therefore focused on packaging convenience
and targeting younger consumers with well-being messages, according to
Good news for brewers with distribution in the EU is
that six of the new accession countries are among the 12 European countries
with the highest growth rates for beer consumption between 1998 and 2002,
according to Canadean, London.
Some of the recent beverage developments in Europe
include soy, as well as use of flavors such as Orange/ Passionfruit,
Strawberry/Banana, Maracuja, Mango, Vanilla and Chocolate. Many beverages
are enriched with vitamins, folic acid and biotin. For example, Austrian
researchers have created a functional lifestyle drink for women that offers
21 ingredients, mainly herbal and root extracts such as the Chinese root
dong quai, which is said to aid hormone balance. Additionally, drink
developers in the Netherlands are introducing extreme drinks for young,
active people. The non-carbonated water is available in a bottle with a
clip to attach to clothing, a design that won the Best Packaging
Innovations Award in Great Britain. On the ingredient side, a German
brewery lays claim to the first anti-aging beer in the world, which
features saltwater, spirulina and flavonoids.
Whether a large or small producer, this year’s
BRAU Beviale is expected to be a worthwhile event for drinks industry
professionals across the globe. BI