“Sustainability remains a central focus worldwide”
In conversation with PETplanet, Markus Kosak, Executive Director drinktec Cluster shares insights in market dynamics and outlines what to expect from drinktec 2025 and the PETpoint area.
PETplanet: We’re slowly approaching the final stretch leading up to drinktec. Can you give us an update on current bookings and ongoing planning efforts?
Kosak: We are seeing a very strong response for drinktec 2025. The exhibition halls are nearly fully booked, with only a few remaining spaces available. New inquiries continue to come in, and we are doing our best to allocate them within the appropriate exhibition segments.
With the 2025 edition of the trade fair, the industry is once again affirming that there is a broad and diverse range of technologies and solutions for beverage and liquid food production on an international level.
Thanks to a strong international exhibitor presence, we are once again underlining the strength and core identity of the drinktec brand. drinktec has long established itself as the premier trade show for beverage and liquid food producers worldwide.
PETplanet: The 2022 edition was still somewhat overshadowed by COVID-related restrictions. For example, Chinese exhibitors were less present than usual due to strict quarantine rules upon returning home. How international will this year’s drinktec be?
Kosak: We are seeing strong interest from international exhibitors: Based on current bookings, the share of international exhibitors is expected to reach around 70 percent.
You are right – in the 2022 edition, we had only a limited number of bookings from Chinese exhibitors due to strict regulations in China at the time. Fortunately, the situation has changed for the upcoming drinktec 2025: China will once again hold a prominent position in our exhibitor rankings. With around 100 exhibitors, it will represent the third-largest exhibitor group, highlighting the significant potential of Chinese suppliers for the beverage and liquid food industry.
We are also seeing strong demand for exhibition space from other regions around the world. This includes countries with close ties to the EU, as well as regions where we have already established a presence through our brand – such as India.
We are particularly pleased to see new countries joining our exhibitor list. This reflects the dynamic developments within the global supplier market for equipment and ingredients for the beverage and liquid food industry.
PETplanet: How is the trade show integrating digital tools or hybrid formats to enhance the visitor and exhibitor experience?
Kosak: Our website offers quick and interactive access to everything the trade fair has to offer – including an interactive hall plan optimised for mobile devices. Visitors can also take advantage of various search functions available directly on the website.
Another key feature accessible via our website is the Innovation Guide, which can be activated upon entering the fair using a QR code. It leads visitors directly to exhibitors featured in the guide for their innovative solutions. Our approach is to provide a single digital touchpoint through the website, offering a wide range of tools in one place.
We are also leveraging digital tools for creative and experiential elements. For example, an Innovation Tunnel will be installed at the West Entrance, designed to inspire visitors from the very moment they enter the exhibition.
PETplanet: What are the hot topics the trade show is focusing on this year?
Kosak: For drinktec 2025, we are focusing on three key themes. Under the main theme “Circularity & Resource Management”, the program will cover topics such as water reuse and wastewater treatment. Presentations will explore how global demands for reduced water consumption can be met from various perspectives. Additional focal points include energy recovery, the use of by-products from production processes, and optimised material use in packaging. In this context, the implementation of the EU’s Packaging and Packaging Waste Regulation (PPWR) will also be addressed in the conference program.
The second main theme, “Data2Value”, centres on process transparency and the integration of solutions that leverage machine learning and artificial intelligence. Examples include flavour prediction models and predictive maintenance systems. Similar technologies are being applied in the design of cleaning processes: AI, combined with machine learning, can identify contamination levels in containers and automatically initiate tailored cleaning cycles.
The third main theme, “Lifestyle & Health”, provides insights into market trends such as flavour solutions for low- and no-alcohol beers, alcohol-free wines, and fermented beverages. Visitors will discover how to tap into the growth potential of this segment through optimised formulations. Functional beverages enriched with minerals, vitamins, amino acids, fibre, or probiotics are expected to gain market share. Increasingly important, too, are protein-enriched drinks – especially those made from plant-based sources or extracted from brewing by-products.
PETplanet: drinktec manages to surprise its visitors almost every edition. Last time, it introduced innovation hubs and a new startup area. Can you give us a sneak peek of what visitors can particularly look forward to this time?
Kosak: The supporting program has been completely redesigned. We are combining all key program elements into one central space in Hall C4, where our new format, the Liquidrome, will serve as a hub for know-ledge exchange, exhibitor presentations, and dialogue with the scientific and research communities.
The Liquidrome lays the foundation for the exchange of ideas that will shape the future. This dynamic activity zone broadens the scope of information available to visitors and opens up new perspectives for product innovation, the application of cutting-edge technologies, and forward-looking market strategies.
Developed in close cooperation with drinktec’s conceptual sponsor, the VDMA Food Processing and Packaging Machinery Association, all content within the Liquidrome will be aligned with the three main themes of the show.
PETplanet: What supporting program highlights can attendees expect in addition to the Liquidrome and the exhibition itself?
Kosak: The Startup Zone will once again be an integral part of the Liquidrome, following the strong interest it received this year. We are excited to present a compelling selection of German startups, showcased within a booth concept supported by the Federal Ministry for Economic Affairs and Energy (BMWi). In addition, we have successfully integrated a number of international startups into the zone.
The range of offerings clearly highlights a strong focus on IT solutions within the industry – an area where many startups see significant development potential. Key topics include maintenance management systems, cloud solutions, and other IT-driven innovations. Energy and heat supply in beverage production, as well as novel additives, are also central areas of interest for these emerging companies.
PETplanet: Once again, drinktec has just completed an extensive global roadshow. What were the most pressing topics raised by customers worldwide?
Kosak: The drinktec key themes directly address today’s global challenges! Naturally, these topics are prioritised differently across individual markets, but it is clear that sustainability remains a central focus worldwide.
We are also seeing significant shifts in consumer behaviour across the globe – whether in terms of ingredients, such as sugar, or in the functional expectations placed on beverages and liquid foods. This is creating growth opportunities, particularly for ready-to-drink teas and fruit juice beverages. In addition, proteins and dietary supplements are playing an increasingly important role in product development.
In our direct conversations with industry representatives, one thing has become very clear: the global industry is eagerly anticipating drinktec. For some countries – China among them – this will mark the first major opportunity for international exchange since the pandemic.
PETplanet: Of particular interest to our readers: How will the PET sector be represented at this year’s drinktec?
Kosak: We have received outstanding feedback from the PET sector and are offering a comprehensive exhibitor lineup focused on PET technology – covering the entire Hall C6 and half of Hall C5. As of now [June 06], 44 exhibitors are registered in the category of preform and plastic container manufacturing, according to our official classification. Additionally, there are 24 companies in the closures segment and 17 more involved in the production of semi-finished goods. This represents a focused view of the PET industry based on our official nomenclature.
We’re also seeing several exhibitors expanding their booth space significantly for the 2025 edition of drinktec.
It’s important for your readers to note that PET bottle solutions extend beyond these halls. Relevant technologies for the filling and packaging processes can also be found throughout the exhibition. At present, 107 exhibitors offering filling and capping machines are registered – essential not only for beverage producers but also for liquid food manufacturers working with plastic containers.
PETplanet: Thank you very much Markus! Now we are looking forward to drinktec even more!