This autumn, the Trade Fair Beviale Moscow – a peculiar model of the famous Nurnberg Beviale Moscow, has been held for the first time in Moscow. It is still premature to draw any conclusions on future of the exhibition but some inferences can be deduced.
So, we’d like to dot the i’s and cross the t’s: you won’t find a list of participants, stand description, a detailed analysis of business program content and exhibition visiting statistics in this article. All this information is given at the website of organizers or in the catalogue. For our part, we’ll try to imagine a perspective of the mentioned foreign plant in the garden of the Russian exhibition business.
Analyzing any event, it is useful to refer to the backgrounds.
BrauBeviale: Nurnberg general
Nurnberg beverage trade fair BrauBeviale needs no introductions. It is the largest European leader in this segment. It takes place three times every four years (every fourth year there is Drinktec Interbrau in Munich, in the capital of the beer festival Oktoberfest).
BrauBeviale has been already held for thirties: the first trade fair was in 1978. No doubt, organizers gained great market experience.
This exhibition, as well as its partner-competitor, has one national peculiarity: bright brewing accent. As for Germany it is not surprising as well as for Italy – beverage trade fair SIMEI tending to wine production.
Those who visited large foreign exhibitions, for example BrauBeviale or Drinktec Interbrau paid attention to the quality difference between foreign and Russian forums.
So, in the final analysis, the situation is as follows: ten years successful track record, knowledge of the world beverage market, organization technologies and beer direction. And now, let’s transfer it to the Russian beverage market.
Where will Beviale come?
Today our beverage market is hardly predictive like other food and non food segments. There are too many uneconomic factors influencing on it. There is no point in pretending otherwise, stagnation tendency is distinctly tracked. As for alcohol sale, things seem to be the most dramatic in the brewing industry – the very industry being on the peak of popularity in 1990s, with production volumes of more than 3,5 billion litres per year. But due to various reasons, Russian brewers didn’t manage to hold a leader position. We’ll not go into details but a major role was given to monopolization of the brewing industry, merging a great production share under the aegis of the largest international brewing conglomerates. Beer drop in Russia is not the best tendency for BevialeMoscow because for exhibition business, it is easier to deal with less monopolized market with various interests and niches and as a result with lots of business chances for potential exponents. But if you pay attention to the beverages, vodka and wine, the picture is different. May be the case is about existence of some group interests within every segment, besides variation of technical and marketing approaches of some producers is great. Dose this mean that German organizers shall tilt accents from beer to other beverages? The brewing industry is a great segment, missing new business instruments and its expectations shall not be disappointed. But taking into account peculiarities of the local market, it makes most sense to allow for the local situation.
And what about competitors?
By the end of 1990s – beginning of 2000s there were some interesting beverage exhibitions in Russia and CIS countries: “Sochi Beer”, “Beer auction” in St. Petersburg, “Beer industry” and “Interdrink” in Moscow, also exhibitions in Kiev, Novosibirsk and Cheboksary. Most of these business events have been looking for a promising format. And almost all of them didn’t find it. Reasons are different: from crisis, defaults and sanctions to organizers’ approach. So, Beviale Moscow has the game in hands in this view. Large foreign industrial exhibition operators have been holding filial events in the promising markets, for example in Asia and in Africa. It provides an opportunity to earn money, increase brand prestige and attract clients (exponents and visitors). None of Russian beverage exhibitions developed a reputation in the business circles as BrauBeviale. It was really Nurnberg in miniature.
About time and place
Compact three day scheme of Beviale Moscow (October 6-8) have its pros and cons. Time of holding was defined by necessity to present a title event – Nurnberg Brau Beviale. But this trade fair touched other related Moscow forums “Agroprodmash” and “Golden Autumn”. It was not convenient for many experts – visitors and they had to choose between two business events. As for Moscow, a choice is obvious: all logics and logistics of the Russian business are focused on the capital. Location of the exhibition is also successful: Crocus Expo is not ideal but modern. And due to opening of some metro stations it became convenient to reach the place as in Nurnberg.
Beverage industry is a diversified market. Even this year, despite some deficiencies, participants of the package market have been represented at the Moscow Beviale: from the largest producers of filling machines to container manufacturers.
But organizers have got under their belt and if they take into account all mistakes, they can also help package industry.