China Brew China Beverage (CBB) will take place from October 13 to 16, 2020 in Shanghai and wants to offer the Chinese beverage and liquid food industry a valuable platform for a new start. The organizers developed safety and hygiene measures to minimize the risk of infection.

“The beverage and liquid food industry longs for constructive discussion and a new start,” explained Dr. Reinhard Pfeiffer, Deputy Chairman of the Board of Messe München. “Therefore, we are very excited to offer our customers at CBB in Shanghai a trade fair experience full of valuable networking opportunities, exhibitions and information about market perspectives again.” A recent CBB webinar in June showed that demand is high: Almost 3,200 participants learned about the challenges and opportunities in beer marketing in China.

Due to the current situation, the event will be largely national this year. Local exhibitors as well as international companies with subsidiaries in China will present their products and innovations.

This year there will again be a supporting program. During the CBB International Forum, organized by Doemens, experts will speak about trends, requirements and challenges in the South Asian beverage and liquid food industry, while visitors will have the opportunity to taste different beers during the Doemens Tasting Class led by a beer sommelier.

Messe München Shanghai is organizing trade fairs again. Around 80,000 visitors in total took part in electronica China, productronica China and Laser World of Photonics China – only a 10 percent decline compared with past visitor figures. “We have shown that trade fairs can also safely take place during pandemics – and CBB will profit from our previous experiences,” emphasized Stephen Wangbin Lu, Chief Operating Officer of Messe München Shanghai.

The trade fair organization constantly works with experts on measures to reduce potential infection risks as much as possible. The hygiene and safety concept is in line with the “Guideline of the state council on the collective prevention and control mechanisms for COVID-19 and regulation of the prevention and control work during COVID-19” and the “Regulations for the prevention and control of COVID-19 in the trade fair industry in Shanghai.”