The need for B2B networking and information was high – it was palpable at the world’s second-largest trade fair in the beverage and liquid food industry. China Brew China Beverage (CBB) took place from October 13 to 16, 2020 in Shanghai. Due to the coronavirus, the trade fair had a largely national focus, although 101 exhibitors were from other countries.

“The fact that the CBB took place successfully sends a positive signal for our global drinktec network, as well as the trade fair industry as a whole,” explains Dr. Reinhard Pfeiffer, Managing Director of Messe München. “Especially in difficult times, it is important to maintain your business, stay informed and search out new opportunities. CBB has once again confirmed its position as a leading trade fair in the Asian market.” Petra Westphal, Exhibition Group Director at drinktec, adds, “To us, CBB is an important milestone on the way toward the world’s leading trade fair drinktec 2021 in Munich, with many exhibitors having already firmly booked. This shows that the industry is confident and committed to planning the industry gathering in Munich.”

CBB was seen by many decision makers in the industry as a chance to re-start their business. The trade fair attracted 31.781 visitors comprising around 30 delegations, including those from the National Food Management Center of China Light Industry, the China National Research Institute of Food & Fermentation Industries and the Guangdong Beer Association. 418 Chinese exhibitors and 101 international companies presented their innovations and products – with the latter largely represented by their subsidiaries in China.

The supporting program offered an attractive knowledge platform. During the “CBB International Forum” organized by Doemens for example, experts spoke about trends, requirements and challenges in the South Asian beverage and liquid food industry, while visitors had the opportunity to taste different beers under the guidance of a beer sommelier during the “Doemens Tasting Class.”