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 BRAU Beviale 2006
Crossing borders
The European beverage industry meets again in the Exhibition
Centre Nuremberg from 15-17 November, when BRAU Beviale
2006 impresses once more with the charisma and emotionality of
an unusual industry get-together. On board this time are a good
1,400 exhibitors with raw materials, technologies, logistics and
marketing ideas. Over 37,000 visitors are expected, who travelled
to the last event from Germany, Austria, Switzerland, Belgium,
France and the countries of Central Eastern and Eastern Europe.
A special show for the logistics segment closely examines the
supply chain from beverage producer to sales to show the optimization potentials here. The variety of European beers is reflected once again by the European Beer Star, which will also be
awarded at the coming BRAU Beviale. It is hoped to beat last
year’s record number of entries of 400 beers from 23 nations.
It’s easy to say we are all Europeans, but what justifies this collective “we”? A language? A tradition? A history? As if the different experiences and memories of the 425 million people who have lived in the enlarged single European market since May 2004 had not marked their respective conditions. Nevertheless, we are all Europeans with a past that unites us, but in many cases also separates us.
What unites us is the European market, which makes us half a billion consumers. Do the international beverage and trading concerns now only think in terms of the “European consumer”?
Communicating lifestyle, personality and success through consumption
In studies of consumers from 16 countries in the united Europe in 2005 (including such apparently different nations as Great Britain and Bosnia Herzegovina), the market researchers at the Gesellschaft für Konsummarktforschung (GfK) could only isolate eight different lifestyle types, the socalled Euro-Socio Styles®. Namely, all European consumers share the same desire for a good life and more consumer spending, which is why companies in the beverage industry must base their market processing on innovations or replacements. The market performance of strong-growth and high-yield companies is distinguished by permanent innovation. This makes it possible for them to keep competitors at bay, secure submarkets or open up new markets.
To enable them to utilize the longterm demand boom in the markets of Central Eastern Europe, BRAU Beviale offers exhibitors and visitors an ideal forum where they can determine and cover their requirement for innovative products, packaging and technologies in these markets. Beverage specialists from the countries of Central Eastern and...
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