The two international trade fairs for the beverage and liquid food industry will join forces to strengthen their positions in the world market. Drinktec from Munich, the world’s leading trade fair for the beverage and liquid food industry, and Nuremberg’s BrauBeviale, the leading capital goods trade fair for the beverage industry in Europe, have joined forces to form the joint venture “Yontex” as of July 1, 2023. The company is based in Nuremberg, and CEO will be Rolf M. Keller, previously divisional director at NürnbergMesse, who has decades of experience working in the field of beverage industry trade fairs. Both trade fairs will continue to operate as independent brands, retain their names, and keep their events at the respective locations in Munich and Nuremberg, but under the shared umbrella of Yontex. As a result of this step, Bavaria is intended to become the preferred meeting place of the global beverage industry and creates synergies and added value for trade fair customers.
The merger of Drinktec and BrauBeviale into one company is the largest merger of two trade fair flagships in Germany to date. Both trade fairs will be able to continue their individual growth unimpeded, widen their national and international reach in terms of customer contacts, and bundle their resources to the benefit of their exhibitors and visitors. The CEOs of Messe München and NürnbergMesse concur in their assessments of the new joint venture: “We are seizing a unique opportunity for both exhibition companies to position ourselves jointly and join our forces in the world market, even though we will continue to compete with each as two different trade fair venues in Bavaria”, said Peter Ottmann, CEO NürnbergMesse Group. “We are united by a common goal”, added the two Messe München CEOs Dr Reinhard Pfeiffer and Stefan Rummel: “This combination will ensure the future of Drinktec in Munich and BrauBeviale in Nuremberg. After all, both trade fairs want to successfully defend and extend their strong positions in the highly competitive worldwide environment. Together, they can now raise their brand profiles and offer genuine added value to customers on the basis of synergies.” The German Federal Cartel Office has already approved this cooperation venture in the sector of beverage technology trade fairs.
Same venues, same cycles, same contacts
The new company Yontex will present itself for the first time with the BrauBeviale to be held in Nuremberg from November 28 to 30, 2023. Both events will be held as before at their accustomed venues, both will retain their prestigious brand names and their well-known contact persons. Moreover, they will be held in the same cycles as before: Drinktec will be held at the Munich Exhibition Centre every four years, the next event being in 2025, and BrauBeviale will still be held annually at the Nuremberg Exhibition Centre, as before, except for the “Drinktec years”. In addition to Munich, Drinktec is also held at two additional venues: an annual event in India (drink technology India) and a biennial event in China (China Brew China Beverage).
A 19-person team of experienced trade fair professionals from Drinktec and BrauBeviale, as well as some new trade fair professionals, will be the foundation of Yontex in the future. This new team includes CEO Rolf M. Keller and Executive Vice President Petra Westphal, who had previously been a project manager for Drinktec and its international exhibitions, Executive Director BrauBeviale Andrea Kalrait, Executive Director Drinktec Cluster Markus Kosak, and Executive Director Operations Moritz Müller.