BrauBeviale takes Europe’s beverage industry on tour

Eight cities, one topic: how Europe’s beverage markets are evolving – and how manufacturers can respond

• Exclusive tour across eight European locations
• Stable markets, shifting consumption patterns
• BrauBeviale 2026: solutions for a beverage industry under pressure to adapt

Before Europe’s beverage sector gathers in Nuremberg from 10 to 12 November 2026, BrauBeviale is heading out on the road: from April onwards, the organising team will visit eight European cities as part of the “BrauBeviale meets Europe” tour – from Copenhagen via Budapest, Warsaw and Milan through to Madrid. The aim is to discuss current market developments directly on site and to gather input from industry stakeholders. The focus is on what works in existing production environments and where manufacturers need to act to remain competitive.

Across the eight stops of the tour, market analysis, industry perspective and consumer insight come together. Markus Kosak, Executive Director at YONTEX GmbH & Co. KG, outlines current developments in the European beverage industry – both in an international context and with regard to local conditions. Representatives of the conceptual sponsor contribute the industry perspective: Kilian Kittl, Managing Director of Private Brauereien Bayern e.V., will accompany the opening stop in Copenhagen. This is complemented by insights into changing consumer behaviour.

European beverage markets: stable base, shifting consumption

In 2025, consumption and market volumes across beer, wine, spirits and non-alcoholic beverages in Europe remained at a largely constant level. “Growth and opportunities are less about increasing volume and more about developments within categories, such as different use cases and new products,” says Kosak. “This is where the dynamics lie – and where both the tour and the trade fair are focusing on this year.”

A key driver is changing consumer behaviour alongside stable volumes. According to Statista Market Insights, per capita consumption of non-alcoholic beverages reached almost 177 litres in 2025, while alcoholic beverages stood at around 73 litres. A study by Private Brauereien shows that the volume of alcohol-free beer is increasing from 2.29 to 2.5 billion litres by 2030, while alcoholic variants are declining.

Europe remains a key production location. Many companies are adapting existing facilities and expanding their product range. According to a VDMA/Euromonitor market overview, global trade in machinery for food and beverage processing and packaging totalled around 52.6 billion euros in 2023, with approximately 41 per cent accounted for by Europe.

At product level, demand is shifting towards offerings with a clear practical benefit. “Consumers increasingly expect more than just refreshment or traditional enjoyment,” says Kosak. “What matters is practical benefit. This means products that fit specific use cases and consumption occasions.” Research by market analyst thefoodpeople highlights examples from international markets, including flavoured sparkling water with new taste profiles, sugar-free or reduced-sugar energy drinks, and RTD iced tea and cold brew variants with caramel, mocha or vanilla notes. Trends such as Dubai-style creations – for example chocolate lattes with pistachio topping and kadayif garnish – are already present in the market.

BrauBeviale 2026: solutions for today’s production reality

Under the claim “All Beverages. One Future.” and with an international exhibitor share of around 50 per cent, BrauBeviale 2026 brings together all steps of beverage production. “The focus is on applications across all beverage segments that provide manufacturers with solutions they can implement in existing operations to expand their portfolios and utilise facilities more effectively,” explains Kosak.

These developments are also reflected in the supporting programme in Hall 9: on the Main Stage, Charles Nouwen will deliver a keynote on the role of beer in the context of changing consumption habits. The Pilot Area will showcase concrete projects, including systems for flexible process energy supply and data-based approaches to utilising by-products. The Discovery Bar in Hall 6 will present new beverage concepts, particularly in the non-alcoholic segment. The Wine Area in Hall 7 provides a dedicated special-interest space for exchange within the wine sector.

The programme is complemented by formats such as the European Beer Star awards ceremony, hosted by Private Brauereien, on 11 November, and the FoodBev Award on 10 November.

The exhibitor and product database will go live on 7 May 2026, offering an initial overview of the range on display. Visitor registration via the ticket shop will open at the same time as the launch of the “BrauBeviale meets Europe” tour.