Interview with Petra Westphal, Neue Messe Munich, on drinktec 2009

BWI: Ms. Westphal, drinktec 2009 is approaching rapidly. Are you satisfied with the status of preparations?

We are on the last lap and will step up the pace between now and the opening. We are very pleased from an exhibitor standpoint. Visitors to drinktec can anticipate full exhibition halls and impressive stand presentations. We were 90 percent booked one year before the start of the exhibition. Overall, drinktec 2009 will have some 1500 exhibitors from 60 countries; about 50 percent of exhibitors come from abroad. At this level, we are slightly ahead of the 2007 figure, even though the economic climate is anything but favourable. On the visitor side, we have spared no effort in reaching out to our target groups throughout the world. We personally visited about 40 countries in order to promote drinktec, in conjunction with VDMA, the German Machinery and Plant Manufacturing Association. The response to these presentations was overwhelmingly positive. We got the clear impression from all sides that drinktec is a must for the sector and that a visit to drinktec is a fixture in the diary. This is independent of industry and applies both to brewers as well as non-alcoholic beverages or milk producers.

BWI: The economic downturn continues. From our large survey on drinktec, we know that the mood in the beverage sector is currently divided. Some are still pessimistic, others see the clouds clearing. What is your impression of the current situation?

We know from many discussions and numerous meetings with exhibitors and organizations that the sector is buffeted by the economic crisis. This applies particularly to suppliers. Overall, there is a certain reticence and caution as far as investments are concerned. Many companies are taking the opportunity to consolidate, others are investing in order to be prepared for a turnaround. Nobody currently knows when this will happen. Indeed, the expectations that people have of drinktec in this context are high. The exhibition can, at the very least, provide psychological support and give rise to a change in outlook. One thing is clear: business deals are initiated at drinktec, these come to fruition at the latest at the end of the downturn. Thus, as a rule, one does not save on exhibition costs.

BWI: How does the situation impact on drinktec?

In the sector, drinktec has such a high status that the planned presence at the exhibition is not called into question. Companies keep the flag flying, also when times are bad, because they have confidence in drinktec and the hope that the exhibition will give a boost to their business or generate new impetus. The same applies to the visitor side. Beverage and liquid food producers regard drinktec as the top event in the sector. This relates not only to exposure to new technologies. For most visitors, networking with others and meeting potential business partners from all over the world is just as important. drinktec provides a unique opportunity for this, we emphasize this all the time and it is an accepted fact in the sector. Where else can one meet potential business partners from 160 countries in one location within such a short space of time? In this regard, we are very confident that we can achieve our target of 70,000 visitors.

BWI: drinktec is regarded as a platform for presenting new technologies, many of which are shown in Munich for the first time. What can we anticipate in that regard this year?

We have to wait and see. Companies don’t give out much information prior to the opening of the exhibition. Fundamentally, one can say that the results of years of research and development work are presented at drinktec. Machinery is operational and functional, there to grab hold of and to try out, this is what drinktec is all about. We cover the complete process chain, starting with raw materials, all the way to logistics solutions and service offerings. The core areas are process, filling and packaging equipment. Producers of beverages and liquid food are increasingly going for single source supply, that means everything comes from one company, that is certainly the way the industry is heading. Exhibitors at drinktec are in a position to meet this requirement with their offerings. Three main themes that play a dominant role throughout the world will be at the forefront in 2009: energy efficiency, sustainability and saving water. In aseptics, some new developments may be expected in the context of filling safety and operating costs, e.g. when one thinks of making clean rooms smaller. In packaging, attention is directed at adapting packaging to the different lifestyles of consumers. In this regard, it has been possible for us to present practically all packaging materials in Munich. Raw materials and ingredients are also important this year. At drinktec, producers will have a separate innovation platform to present sweetening agents of all sorts, in particular sugars, sugar substitutes and sweeteners.

BWI: For most visitors, networking, get-togethers, exchanges of ideas and opinions and discussions with colleagues from all over the world are at least as important as the technologies.

Exactly. For this reason, we are again offering an extensive framework program, supplementing the product presentations of exhibitors. The central focus will certainly be the two forums in Hall B1. Independent experts from all over the world will give papers on diverse subjects. Whether it is about water resources, filling and packaging, advances in the brewing process or about factors impacting the success of medium-sized companies: it is guaranteed that there is something for everybody. Furthermore, all lectures are interpreted simultaneously into German and English. In addition, there are some congresses and conferences. The fruit juice industry will assemble at International Fruit World. This congress takes place for the first time in the context of drinktec. Those involved with PET or those wishing to inform themselves about alternatives will head for the PET World Congress and the PLA Bottle Conference. Naturally, drinktec is also a forum for presenting awards and prize giving. For the first time at drinktec, Beverage Innovation Awards and the Milking Equipment Prize will be awarded. One can find comprehensive information about these events online at www.drinktec.com.

Petra Westphal was interviewed by Dr. Lydia Winkelmann in the context of this year’s EBC Congress in Hamburg.