drinktec, the leading trade fair for the beverage and liquid food industry, is now flying the flag in South America. This has come about through a co-operation with Brasil Brau, the Beer Technology International Fair in São Paulo.
Both trade shows will in future be working closely together. The details of the cooperation have been set out in a Memorandum of Understanding. These include, for example, the addition of the words “powered by drinktec” to the name of Brasil Brau, as is already the case with China Brew & China Beverage.
The Memorandum of Understanding was signed by Messe München International as the owner and organiser of drinktec and the Associação COBRACEM, the owner of Brasil Brau. It is the aim of Brasil Brau, with the support of drinktec, to attract more exhibitors from outside Brazil, and in the medium term to extend the spectrum of brewing technology to include all process technology, from manufacturing to filling, packaging and logistics solutions. Brasil Brau also hopes in the medium term and with the aid of drinktec, to include other beverages categories in its exhibits spectrum. For drinktec the cooperation with Brasil Brau is seen as a way of extending its position in the important Brazilian market and attracting new exhibitors and visitors from the region.
Dr Reinhard Pfeiffer, Deputy CEO of Messe München, sees this agreement as a further cornerstone in the internationalization strategy that drinktec has been pursuing for some years. He says, “drinktec has already established very successful offshoots in India, China and South Africa. Brazil, the third-largest beer producer in the world, is another piece in the jigsaw. As such drinktec is now represented in almost all the strategically important markets for the beverages and liquid food industry, markets that hold great promise for the future.”
Cilene Saorin, president of Associação COBRACEM, adds, “The event has always had as its mission to provide platforms of knowledge, relationship and negotiations related to the brewing industry. However, considering the intense and constant demand for new technologies and also the current movements of verticalisation of this industrial segment, it became essential to draw a bold strategy. This mutual cooperation agreement with drinktec certainly brings benefits to the entire beverage industry in Brazil and Latin America.”