Beviale Moscow 2021 serves up a major March success

Following its cancellation last year due to the pandemic, beverage sector show Beviale Moscow successfully took place in Moscow, 16-18 March 2021, when 108 exhibitors, 75% of them local and 25% international, welcomed 3,200 visitors to their stands. The show marked the first physical gathering of the Russian beverage sector in many months. 

Those unable to travel to Moscow were able to follow the support programme online via broadcasts from two showrooms. The relocation to the Main Stage Event Hall was a key decision in the event’s success, said organisers NürnbergMesse.

“We are relieved and very satisfied with the response,” said Thimo Holst, project manager Beviale Moscow. “Our perseverance paid off and the concept worked. The comparatively large turnout under these difficult conditions emphatically confirms the key importance of Beviale Moscow as the leading platform for the Russian beverage market.”

Sergey Kornakov, head of the beer and beverages department at GEA, added: “It was a wonderful exhibition, and the results are great. Beviale Moscow exceeded all our expectations in respect of the quantity of visitors. On all three days there was a crowd of people around our stand. Frankly, there was not enough space, and if we had known that there would be so many of our clients, we would have taken a bigger stand. Which is what we are planning to do next year.”

The supporting programme included the Conference on Wine Production in Russia launched with the ‘Vinitech Innovation Tour’ and presented participants with a comprehensive overview of the wine market and its future.

“We were able to build a booth to highlight the innovations and equipment of the six French companies represented by the Vinitech Innovation Tour, present an online technical conference, and schedule online B2B meetings for our exhibitors,” said Delphine Demade, director of Vinitech-Sifel. The collaboration is set to be extended for 2022 and will feature a special display area for wine.

The latest trends in milk production and processing were also presented in a major session and, in collaboration with Coca-Cola, Beviale Moscow premiered a conference on the trend towards healthy drinks. Other programme items included a conference on the Russian beer market, conducted by the ABBM, Association of Beer and Beverage Market, a conference on beverage packaging by the National Packaging Confederation NCPack, and the Craft Drinks Corner.

The Bavarian Pavilion caught the eye and highlighted the strong economic ties between Bavaria and Russia.

Sieglinde Sautter, head of tradefairs at Bayern International, noted: “Our hybrid participation in Beviale Moscow with a Bavarian pavilion and a virtual round table was a great success for our participants. Despite the current circumstances, we were therefore still able to make a mark and maintain a presence.”

Organisers are now working on preparations for Beviale Moscow 2022, which will take place 29-31 March 2022 in the Sokolniki Exhibition & Convention Center. Holst hopes it will signal a return to normality: “The great success of Beviale Moscow 2021 and the extensive positive feedback received from all parties give us cause to look forward confidently to the regular Beviale Moscow event in 2022. We expect to be able to resume our previous growth trajectory.” 

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