D – Compared to the previous year, a significantly lower number of suppliers of haptic advertising exhibited at the BrauBeviale, which was staged at the Nuremberg Exhibition Centre from November 8-10, 2016. Namely in Hall 1, where in addition to suppliers of raw materials also the leading glass embellishers traditionally exhibit and where in previous years promotional products players with brewery-related line-ups were also represented, the latter were missing this year. However, a few – both manufacturers and promotional products distributors – could be found in Hall 9, which accommodated the Marketing Room.
Nevertheless, the event itself was very successful, according to the official figures, 1,118 exhibitors from 52 nations presented their portfolios – including market leaders, newcomers and medium-sized companies. The announced attendance figures also set a new record: Just under 38,000 trade visitors, of whom over 16,000 came from abroad, informed themselves this year at according to own estimates “the most important capital goods trade show for the beverage industry.” The Event Manager, Andrea Kalrait stated: “We were not only able to increase the exhibition space and the level of internationality, but also the attendance.”
In addition to the trend theme “Creative drinking culture” at the stands and in the supporting programme, the event highlights included the presentation of the Bavarian Beer Medal 2016 to the Minister President of the Free State of Bavaria, Horst Seehofer, as well as the distinction for the best beers in the world, which were elected from 2,103 beers from all Continents in Europe’s biggest beer competition, the “European Beer Star 2016”.
In line with its regular cycle, the BrauBeviale won’t be staged in 2017, in 2018 it will be kicking off again in Nuremberg from November 13-15.
// Michael Scherer
Photos: Michael Scherer, © WA Media