Drinktec and SIMEI ready to target wine producers
Drinktec has always offered technologies for producers of wine, sparkling wine, and spirits. Thanks to the cooperation with SIMEI, it is now possible to address winegrowers and wine producers in a more targeted manner. For the first time, SIMEI@drinktec - the international exhibition for winery and bottling machinery - will take place as part of drinktec.
Over 200 exhibitors will be offering solutions exclusively for the wine industry in two halls (C2 and C3) across an exhibition area of 20,000 square meters: all kinds of machine technology and equipment for wine production, processing and packaging. Through the collaboration with SIMEI, Drinktec‘s hall surface area is growing to over 150,000 square meters. SIMEI thus completes Drinktec‘s offering with specific solutions exclusively for the wine industry.
Although Drinktec has already been offering such technologies up to now, “this has been more about bottling and packaging technology on a large scale. Equipment that is designed for large volumes and can be used not exclusively but simply also for the wine industry,” explains Petra Westphal, the project group leader responsible for Drinktec 2017. “SIMEI is the perfect extension to our current offer. We therefore have more than 500 exhibitors, whose offer is completely or at least partly geared to the wine industry.“
But what are the key trends that are influencing the wine industry? As for the volume segment in Europe, the wine‘s origin plays a rather subordinate role for consumers, who put their full trust in the brand. Global sourcing is thus gaining in significance in order to further reduce costs in this highly competitive market. This gives new opportunities to winegrowers who have not yet been brought to the attention of the general public, for example the East, if they can provide the desired quality and quantity of bulk wine. In the premium market, authenticity and sustainability are becoming increasingly important. The central brand messages include keywords such as “wine culture” and “tradition.” However, for the customer, sustainability and environmental protection go hand in hand.
While craft beer has already taken the global market by storm, craft spirits are now following suit in all their diversity. According to market research, spirits have already increased their product launches worldwide by 265 per cent between 2011 and 2015. It is mainly generation Y, born between 1982 and 2000, which is stimulating the demand for craft spirits and craft cocktails. Their brand loyalty is as small as their interest in entirely new countries of origin and experimental styles is great. Even champagne is part of this trend. Ingredients for mixing with this include cucumber, celery, paprika, ginger, pineapple, hibiscus blossoms, and grapefruit zest. Meanwhile, what is particularly interesting to the generation of millennials when it comes to wine is the story behind the brand. The concept wines or signature wines of young winegrowers are therefore also the success story of recent years. Instead of focusing on the place of origin, grape variety, or how the wine has been produced in communications, they let pictures, labels, and names speak for themselves and tell a story. This fits perfectly into the social media age, in which the power of images is brought to our attention on a daily basis.