Bavaria alliance: drinktec and BrauBeviale join forces

05.07.2023

Messe München and NürnbergMesse establish joint venture Yontex and thus further expand their leading position in the world market for the beverage and liquid food industry.

The two most important international trade fairs for the beverage and liquid food industry will join forces to strengthen their positions in the world market. drinktec from Munich, the world's leading trade fair for the beverage and liquid food industry, and Nuremberg's BrauBeviale, the leading capital goods trade fair for the beverage industry in Europe, have joined forces to form the joint venture "Yontex" as of 1 July 2023. The company is based in Nuremberg and CEO will be Rolf M. Keller, previously divisional director at NürnbergMesse. Both trade fairs will continue to operate as independent brands, retain their names, and keep their events at the respective locations in Munich and Nuremberg, but under the shared umbrella of Yontex. As a result of this step, Bavaria will become the preferred meeting place of the global beverage industry and creates synergies and added value for trade fair customers. Albert Füracker, Bavarian Minister of State for Finance and Homeland: “The collaboration between NürnbergMesse and Messe München in the field of beverage technology strengthens Bavaria's leading role in this trade fair segment worldwide!"

The merger of drinktec and BrauBeviale into one company is the largest merger of two trade fair flagships in Germany to date. Both trade fairs will be able to continue their individual growth unimpeded, widen their national and international reach in terms of customer contacts, and bundle their resources to the benefit of their exhibitors and visitors. The CEOs of Messe München and NürnbergMesse concur in their assessments of the new joint venture: “We are seizing a unique opportunity for both exhibition companies to position ourselves jointly and join our forces in the world market, even though we will continue to compete with each as two different trade fair venues in Bavaria”, said Peter Ottmann, CEO NürnbergMesse Group. “We are united by a common goal”, added the two Messe München CEOs Reinhard Pfeiffer and Stefan Rummel: “This combination will ensure the future of drinktec in Munich and BrauBeviale in Nuremberg. After all, both trade fairs want to successfully defend and extend their strong positions in the highly competitive worldwide environment. Together, they can now raise their brand profiles and offer genuine added value to customers on the basis of synergies.” The German Federal Cartel Office has already approved this cooperation venture in the sector of beverage technology trade fairs.