drinktec’s digital paper chase

48° 8′ 14″ latitude and 11° 34′ 31″ longitude –  on February 3 the Munich exhibition center was the starting point for not one, but two highlights in the drinktec year: the annual meeting of the Advisory Board and a very special afternoon program that sent them all chasing around Munich city center.

How can we make drinktec 2017 even better than it was in 2013? What are the wishes of the exhibitors and how can we fulfill them? Milk and liquid food, marketing or the wine industry – where is the untapped potential? This and many other issues were on the agenda in the morning at this year´s meeting of the drinktec Advisory Board. 30 well known figures from the sector—exhibitors and association members among them—meet up once a year with the drinktec Exhibition Group to discuss current themes and ideas for the coming event. The overriding goal of all participants is: To combine all their skills and strengths to make drinktec 2017 into the absolute No. 1 event in the calendar of the beverages and liquid food sector.

Obviously, the Advisory Board is also delighted about the new cooperation between drinktec and the Italian trade fair SIMEI (“International Enological and Bottling Equipment Exhibition”). For the first time, this event will taking place at drinktec in 2017, on a separate SIMEI exhibition space of 20,000 square meters.

A good sense of orientation, strong team skills, fast thinking and technical knowhow were needed for the afternoon´s program. In mixed teams the members of the Advisory Board and the Exhibition Group put their combined expertise to the test. On a historical tour of discovery in the city center of Munich they solved a series of tricky tasks—against the clock—and completed all kinds of tests of courage; they even became film stars and gave free rein to their creative sides. And yes, you´ve guessed it: the talented allrounders behind drinktec mastered all these challenges with bravour!