In the view of NürnbergMesse Group CEOs, Dr. Roland Fleck and Peter Ottmann, the expansion on the Russian trade fair market is an important step despite the current political situation: “As one of the BRIC countries, Russia continues to be an interesting market opening up growth opportunities for us in the medium and long term.”
With the introduction of Beviale Moscow, NürnbergMesse is responding to current developments on the beverages technology market, but also to the requirements of the exhibiting companies. In this connection, especially German and, in particular, Bavarian companies are thus currently focusing increasing intention on the Eastern European market, which according to experts, promises annual growth of 1.5 percent. At the same time, BrauBeviale in Nuremberg with an international exhibitor share of 45 percent as well as a 40¬percent share of international visitors, is registering high levels of foreign participation. The participants include many companies from Central and Eastern Europe, especially from the Czech Republic, Poland and Russia. NürnbergMesse has sufficiently proved its recognized competence and expertise in the beverages sector through its staging of BrauBeviale, an event with a history spanning more than 50 years. In 2014, 37,200 trade visitors and 1,133 exhibitors came together at the Nuremberg Exhibition Centre for the years most important investment goods fair for beverages production. The positive mood in the halls reflected an innovative and creative sector, which is always in motion and looking for specific, individual solutions. This is where the decision¬makers come together who use the platform for dialogue and a face-to-face exchange.
“With its focus on beverage technology, BrauBeviale is a tried and tested trade fair concept which also functions extremely well on an international level. That is why with Beviale Moscow we are responding to positive developments on the Eastern European beverages market in the long term”, said Dr. Roland Fleck and Peter Ottmann, CEOs of NürnbergMesse, stating the reason for expanding business to include Russia. “We are of the conviction that the current political crisis with the sanctions and correspondingly worse economic situation will remain a relatively short¬term feature and have trust in a peaceful future in Europe.”
NürnbergMesse banking on growth abroad
The significance of foreign business for NürnbergMesse is constantly increasing: the subsidiaries abroad currently account for an approx. 10¬percent share of total turnover generated by the NürnbergMesse Group – with a rising tendency. The share of international customers is also continually growing at the company’s home location. In 2014, five percent more foreign exhibitors came to Nuremberg while the increase in visitors from abroad was even as high as eleven percent.
The step taken on the Russian market is a key component of the global growth strategy pursued by NürnbergMesse. Within this framework one of the focal points lies in threshold countries with strong growth rates such as the BRIC nations. Here the trade fair company is already represented in China, India and Brazil with a subsidiary company in each of them. These companies stage trade fairs with similar thematic focal points to those in Nuremberg thus establishing international thematic clusters. Such a trade fair family will also be formed in future by Beviale Moscow together with BrauBeviale in Nuremberg and the trade fair duo consisting of InterBev Process and InterBev Beverage in the USA. The trade fair cluster with the focal point on beverages technology is directed at a sector which is experiencing strong growth worldwide. In the area of global consumption of packaged beverages, experts are forecasting annual average growth of 3.8 percent by 2018. While the market in the Western European industrial nations is only very slightly increasing at a rate of 0.5 percent per year, regions such as Eastern Europe, Asia/Pacific, Africa and the Middle East are promising strong growth (Euromonitor August 2014).
About the NürnbergMesse Group
NürnbergMesse is one of the 15 largest exhibition companies in the world and among the Top Ten in Europe. The portfolio covers some 120 national and international exhibitions and congresses and approx. 40 sponsored pavilions at the Nuremberg location and worldwide. Every year, around 30,000 exhibitors (international share: 41%) and up to 1.4 million visitors (international share of trade visitors: 22%) participate in the own, partner and guest events of the NürnbergMesse Group, which is present with subsidiaries in China, North America, Brazil, Italy and India. The group also has a network of about 50 representatives operating in over 100 countries.