Drinktec lends support to Chinese beverage show

Drinktec has signed a marketing partnership with China Brew China Beverage (CBB) to support the development of the Beijing-based trade fair.

CBB began in 1995 and has grown into a trade show attracting 491 exhibitors including some of the biggest international suppliers to the beverage industry including KRONES, KHS, Sidel, Ziemann, Sacmi and Norit.

To support the continued development of the trade fair CBB has teamed up with Drinktec – the Munich-based trade fair for beverage and liquid-food technology.

Under the agreement, Drinktec will support CBB in all its future marketing activities and receive recognition in the CBB header with the phrase ‘powered by Drinktec’.

“It’s a classic win-win situation for both sides,”​ said Dr Reinhard Pfeiffer, the managing director at Messe München, which is responsible for the Drinktec trade fair. “Drinktec is obtaining a strong partner in China, from where we can better reach the important Asian markets and strengthen our brand profile in this region. CBB benefits from Drinktec’s expertise, and from our network and reputation.”

Volker Kronseder, chairman of the board of Krones, welcomed the partnership between Drinktec and CBB.

Kronseder said: “Both exhibitors and visitors will benefit from the extensive expertise that will be provided through this cooperation.”​ He added that CBB is the biggest trade fair for brewing and beverage technology on the Asian continent.

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