CHINA BREW CHINA BEVERAGE A SEISMOGRAPH
FOR TRENDS AND MARKETS IN ASIA
China Brew China Beverage
(CBB) is on the grid: from
October 23 to 26, the
international trade fair
for brewing and beverage
technology will be held
at the Shanghai New
International Exhibition
Centre.
As the leading trade fair for the
brewery and beverage industry in
Asia, CBB offers participants an
overview of the latest technologies
and solutions for the beverage
and liquid food industry. Messe
Munchen exhibition group director
Petra Westphal shares a few
highlights.
Quality before quantity – it’s a
simple statement that covers the
current beverage and food trends
in Asia. With incomes increasing
and people becoming more
knowledgeable, they are not only
consuming ‘more’ but consuming
‘better’ than ever before.
The shift to high quality in
consumer behaviour is shaping
all areas of the market, and more
expensive added-value products
or those conducive to health are in
high demand. For the beer industry,
for example, these trends offer
opportunities. Beer variations,
as illustrated by the craft beer
scene, are growing in number and
premium brands are often now
preferred over cheap alternatives,
Westphal says.
A good example is brewery group
Anheuser-Busch InBev SA/NV,
which meets the health awareness
trend head-on with a wide range
of products offering more nonalcoholic
beer as well as low-calorie
and carbohydrate-reduced drinks.
For the beer industry, there will
be a large range of products at the
fair. “At CBB, around 20,000sq
metres of exhibition space are
dedicated to the subject of beer,”
Westphal says. “There will also be
50 craft beer brands that present
their special beers to Asian and
international audiences.”
Exhibitors such as Castle Malting,
Doehler, Fermentis, Kalsec and
Yakima will offer special raw
materials and tailor-made solutions
for the craft beer industry. But it
22 AUGUST 2018
won’t only be craft beer breweries
that will find innovative products
and equipment at CBB – national
and international medium-sized
and large breweries will also be
exhibiting at the fair, accompanied
by a huge range of other sector
players such as raw materials
suppliers, process technology,
bottling and packaging technology.
Among others will be Anton
Paar, Barth Haas, KHS, Krones,
Lehui, Ningbo Zhongru, Sidel
and Ziemann. “In view of this
abundance of offerings, every
brewer visiting the CBB is likely to
find something,” Westphal says.
On the subject of beer, the
International Beer Smart Factory
and Brewing Technology Forum
will cater to the needs of the local
industry. Held on the second day of
the fair, forum visitors will receive
practical tips and comprehensive
information on beer trends, new
technologies in process technology,
and modern, smart breweries in
China.
Another ‘hot’ topic is PET and
packaging, Westphal says. “We are
meeting this with the introduction
of the PET talks, a new framework
programme for this year’s CBB.”
Industry experts will discuss
important topics in the field of PET
– a good example is Wahaha group.
The CBB International Forum will
be about trends that are moving
through the entire industry now and
in the future.“Focus topics this year
are digitalisation and sustainability,”
Westphal says. “For example,
Professor William Chen from the
Nanyang Technological University in
Singapore will present his research
projects on sustainable production
lines for foodstuffs and beverages.
The Exhibitor New Technology
seminar will offer exhibitors an
exclusive platform to present
new products or technologies
to a selected audience. In the
framework programme of CBB,
there is something for everyone.
“As a leading industry platform,
CBB is a seismograph for trends
and market changes in Asia. It
is the ‘place to be’ for exhibitors
and visitors from the entire value
chain of the beverage and liquid
food industry – from processing,
packaging, bottling to logistics and
raw materials.”
The last CBB in 2016 moved from
Beijing to Shanghai and set new
standards with the first event in the
Chinese metropolis. At 81,000 sq
metres, around 800 national and
international exhibitors presented
their innovations and solutions to
more than 53,000 participants.
The fair has broken records for the
international exhibition space and
number of exhibitors, Westphal
says.
Kiwis wanting to attend the CBB
still have time to book, Messe Reps
& Travel Robert Laing says. The
company has been handling travel
and accommodation planning for
visitors to trade shows for 25 years,
and can assist with airfares and
accommodation recommendations
and bookings. “Our knowledge of
Shanghai – the hotels, the transport
to the fairground for example, will
help visitors to get the best value
for their visit,” Laing says. “For
example, the Chinese Consulate
in New Zealand advises that trade
show visitors to China should
obtain a Business Visa (Type M).
For this type of visa, you need a
letter of introduction. As part of our
package offer, we can arrange this
for you. As New Zealand beverage
markets hit new highs, now is the
perfect time to leave our shores to
see what the world has to offer.
For all information on CBB
and assistance with travel,
accommodation planning or
advice, contact Robert Laing
from Messe Reps & Travel on
(09) 5219200, robert@messereps.
co.nz or www.cbb.drinktec.com.
/www.cbb.drinktec.com
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