Brau Beviale 2012: Tradition, innovation and naturalness

Brau Beviale starts a day earlier in 2012 – on Tuesday, 13 November. Some 1,350 exhibitors and a good 31,500 visitors can look forward to the beverage industry’s most important capital goods exhibition in the world this year. Although the event focuses on innovations in the segments of beverage raw materials, technologies, logistics and marketing, Nürnberg also creates impulses for international beverage trends.

In the Chinese horoscope, 2012 is under the sign of the water dragon; a good year, as the dragon is regarded as a lucky charm and symbolizes strength and wealth. The Asian market has enjoyed both these for years. It breaks growth records and produces beverage ideas that have a stimulating impact all over the world. The keywords here are tradition in conjunction with innovation and health. So-called innovative drinks contain ingredients that have long been valued, like tea extracts or elderberry blossom syrup. Regionality coupled with trust in domestic products is doing well under the “back to the roots” aspect. It becomes interesting when drinks create links with other consumption worlds and cross-selling strategies take effect. Also important is that every successful beverage innovation is always supported by a matching container.