When drinktec, the world’s leading trade fair for the beverage and liquid food industry, opens its doors on Monday, September 11, the exhibition halls in Munich will be permeated by lots of Italian flair. That’s because drinktec, the top event in the global beverage industry, is being held for the first time together with SIMEI, the international exhibition for winery and bottling machinery, which is organized by Unione Italiana Vini (UIV). The anticipation on the part of Messe München and UIV is just as great as their expectations for the upcoming five-day trade show.
“We look forward to the joint project and extend a warm welcome to our partners from Italy,” says Dr. Reinhard Pfeiffer, Deputy CEO of Messe München. “This kind of international cooperation is extremely unusual in the trade fair world. By joining forces, drinktec and SIMEI@drinktec will become the industry’s most important technology, retail and marketing platform worldwide. With its solutions aimed specifically at the wine industry, SIMEI complements what drinktec has to offer.”
UIV’s President Ernesto Abbona is also coming to Munich with “great ambitions.” He sums up his expectations of the collaboration with Messe München as follows: “The aim is to organize an international platform that offers our exhibitors new opportunities for internationalization and opens doors for them to markets throughout the world.”
Reinhard Pfeiffer believes the cooperation strengthens both partners: “Exhibitors at drinktec will have more potential customers thanks to SIMEI being integrated. Vice versa, SIMEI’s exhibitors will benefit from drinktec’s international character. And the partnership also offers visitors advantages: Wine producers from all over the world will have the unique opportunity at drinktec to look outside the box and learn more about innovations from other sectors, such as the beer or spirits industry.”
To give the guests from Italy a fitting welcome, the Bavarian government is even staging a state reception at the Residenz in Munich on the evening of the fair’s first day.
The cooperation agreement between Messe München and the Italian wine association UIV was signed two years ago. Under it, SIMEI will still be staged every two years, but its venue will now alternate between Italy and Munich. It will be held in Munich together with drinktec every four years.
SIMEI was launched by UIV in 1963 and is, according to Ernesto Abbona, “still the most important international trade fair for winery technology and products. It’s the reference point for experts from the wine industry from all over the world.”
drinktec, which is held every four years, commences on September 11 with the largest attendance in its more than 60-year history. Around 1,700 exhibitors, including around 200 at SIMEI, will take part in the world’s leading trade fair for the beverage and liquid food industry in Munich. Integration of SIMEI, the world’s leading trade fair for wine technology, means the space occupied by drinktec has grown to more than 150,000 square meters. In a designated “SIMEI@drinktec” exhibition area covering more than 20,000 square meters in Halls C2 and C3, leading manufacturers will present all kinds of machine technology and equipment for wine production and wine processing, including packaging solutions. That means the world’s leading trade show drinktec, which is aimed at all lines of business in the beverage sector, will also be the place to be for the international wine industry. Messe München expects more than 70,000 visitors from around 180 countries over the five days.
Integration of SIMEI also reflects the trend that the largest growth in visitors to drinktec has come from the fields of wine, sparkling wine and spirits. In 2013, this segment accounted for 16 percent of drinktec’s visitors or more than 10,000—an increase of 83 percent over 2009. “And thanks to SIMEI, we will no doubt increase the proportion of visitors from the wine industry significantly,” adds Reinhard Pfeiffer.
drinktec is the leading trade fair and largest event for the beverage and liquid food industry, its global summit as it were. All the big names in the beverage industry will be represented at drinktec 2017—from family-run companies to global players. The exhibitors cover the entire process chain: from production, filling and packaging, to marketing of beverages and liquid food—including raw materials, ingredients for drinks, and logistics solutions.
Italy is the leader in wine technology. “The fact that wine production has become a global phenomenon is not least thanks to Italian technology, which can be found in wineries on all continents, from America to Australia, and South Africa to China. Technology has always been the focus of our event,” states Ernesto Abbona. He regards sustainable production and filling of wine as the prominent topic at the upcoming SIMEI@drinktec. “That’s the challenge for our future and SIMEI aims to play its part in helping to tackle it.”