N�rnbergMesse North America Acquires InterBev
The American Beverage Association sold its biennial InterBev show, an event for the U.S. beverage industry, to NürnbergMesse North America.
“We acquired InterBev from the American Beverage Association,” said Dirk Ebener, CEO and director of NürnbergMesse North America, which is based in Atlanta. “They will support InterBev with their industry knowledge.”
He added. “A major partner with deep industry knowledge plus the trade show expertise of NürnbergMesse North America give this strategic development of InterBev great potential for success. For the 2012 show, we plan to add tea and mixed-milk beverages to the product scope.”
Three hundred exhibitors are expected at the 2012 show on tap in October in Las Vegas.
Companies on the showfloor will be manufacturers and bottlers of refreshment drinks, juices, waters and energy drinks, as well as booths representing beverage raw materials, packaging, logistics and marketing, according to NürnbergMesse North America officials.
The contact between ABA and NürnbergMesse North America was made by Wolfgang Schellkes, CEO of Fair Relations GmbH, a cooperative partner of NürnbergMesse Group.
InterBev was launched in 1920 in the middle of Prohibition in the U.S. and only alcohol-free drinks were displayed. More than 90 years later, the show has grown under ABA leadership and is held every two years around the country.
The show’s educational program was developed by ABA and recent presentations, such as beverage innovations, sustainability, logistics, and storage, give exhibitors and attendees added value, according to NürnbergMesse North America officials.
InterBev fits into Germany-based NürnbergMesse Group’s existing portfolio, which has been in the beverage market since the late 1970s.
In November, Brau Beviale will be held at the Nuremberg Congress Center, with around 1,300 exhibitors and approximately 32,000 attendees.
“One thing’s for sure,” Ebener said. “We’ll take a good look around at BrauBeviale this year!”
The NürnbergMesse Group also has the BioFach, the World Organic Trade Fair in February, which also has beverage components, and FachPack in September, a European packaging event, including beverage packaging and packaging logistics.
The most recent InterBev was presented by ABA and International Bottled Water Association Sept. 22-24 at the Orange County Convention Center in Orlando.