CBB in powerful alliance with drinktec

FROM 2012, the world's leading trade fair for beverage and liquid food technology – drinktec – will be a co-organiser of China Brew & China Beverage (CBB). Covering the period up until 2024, the agreement signed on 2 August 2011 encompasses a total of seven events.

CBB is regarded as the most important sector event in China and the Asia-Pacific region. Since its premiere in 1995, it has attracted an ever-increasing number of exhibitors and visitors. The next CBB takes place from 19 to 22 September 2012 at the new China International Exhibition Centre in Beijing.

Dr Reinhard Pfeiffer, managing director of drinktec organiser, Messe München GmbH, explains strategic significance of this partnership with CBB. "The world's leading trade fair drinktec takes place every four years. Our goal is to also show a presence between each drinktec both nationally and internationally in the relevant markets. The agreement with CBB is an important cornerstone in this. It secures us the required presence and influence in the important Chinese beverages market. It means that in China, too, we are a contact partner for our top customers worldwide and as a result can further strengthen the world-leading trade fair drinktec in Munich," he said.

In turn, CBB hopes that the co-operation with the sector leader in Munich will further strengthen its international reputation. Li Zhihe, vice general manager of CBB licensee China National United Equipment Group Corporation (CNUE), believes it will be a win-win situation. "The co-operation with MMG will bring impetus to the sustainable development of CBB," Mr Li said.

Many of the exhibitors who take part in drinktec, amongst them German companies, also exhibit at CBB. For them China, is the world's most important growth market along with India, where Messe München organises the trade fair drink technology India (dti) every two years in Mumbai.

drinktec can look back on a 60-year history. In 2009 drinktec attracted 1,402 exhibitors from 72 countries. On the six days of the fair, almost 60,000 visitors came to the exhibition centre in Munich, more than 33,000 of them from outside Germany. The next drinktec takes place from 16 to 20 September 2013 at the New Munich Trade Fair Centre.