Battle brewing for beverage shows

Both in Florida in September: New BevExpo 2004 takes on Interbev

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Three of the sponsoring organizations of Worldwide Food Expo used that October 2003 show to unveil a new beverage industry trade show for the Americas. BevExpo 2004 will be September 29-October 1, 2004, at the Tampa (Fla.) Convention Center.

The scheduling and locale at put it right in the face of what has been the leading beverage show, Interbev, which is scheduled for September 26-28, 2004, at the Orange County Convention Center in Orlando, Fla.

BevExpo is planned to be a biennial trade event encompassing the full range of the beverage industry: manufacturers, bottlers, marketers and distributors of bottled water, soft drinks, milk, juices, enhanced beverages, coffee and tea, beer and other beverages, throughout the U.S. and Latin America, and around the world. Sponsors are the International Assn. of Food Industry Suppliers (IAFIS), the International Bottled Water Assn. (IBWA) and the International Dairy Foods Assn. (IDFA), as well as market research firm Beverage Marketing Corp. (BMC).

With IBWA and IDFA as two lead sponsors of BevExpo, bottled water and milk will be well represented. But Interbev, staged by Reed Expositions, is sponsored by the National Soft Drink Assn.

"Based on our research, there is undoubtedly an unmet need for a relevant, expanded trade show in the beverage industry," says Bruce Klion, vice president of business development for BMC. A recent survey by BMC found beverage industry buyers and exhibitors indicated "they are very receptive to a new trade show that would be larger and more diverse than existing beverage trade shows in the United States."

"They are looking for that one meeting where all sectors of the beverage industry -- from bottled water to soft drinks, and from operations to product development -- can come together. And they are looking for more information on key industry issues," says outgoing IAFIS President Charlie Bray. "We know we can deliver a superior show that meets those market needs."

"BevExpo has a number of clear advantages that I am confident will contribute greatly to our success," adds IBWA President and CEO Joseph Doss. "We are creating the type of format and educational programming that meets the industry's demand. As sponsors of Worldwide Food Expo, BevExpo's organizers have vast experience in tradeshow operations and an extensive network of buyers to tap into to attract attendees. Also, this is a truly multi-beverage show that won't be dominated by one category -- a real plus in an industry that is constantly expanding its consumer base."

In addition, milk processors also bottle and market a substantial amount of juice, juice drinks, waters, teas and other beverages.

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