ANUGA’07 (Germany)

In October 2007 the Novosibirskprodmash Company participated in ANUGA — a world-famous Food and Drinks Trade Fair. It was the first foreign international exhibition for our company. We introduced the PEGAS device for foam-free dispensing of beer from kegs into plastic bottles. About 100 representatives from 41 countries visited our stand. Since the exhibition is worldwide we had a chance to meet people from almost all continents. Who knows when and where else we would have an opportunity to meet at one place brewers from Australia and Latin America, beer producers and sellers from Germany, United Kingdom, Czech Republic, Poland, Greece, Turkey, Korea and India.

## Target markets data

Our main target markets	Planned to reach	Reached
Western Europe	+	+
North Europe	+	+
South Europe	+	+
Eastern Europe	+	+
Australia, New Zealand		+
The Middle East		+
India	+	+
South-East Asia	+	+
North America	+	+
South America	+	+
Central, Western, South Africa		+

ANUGA tends to be a meeting point for retailers. Therefore our company had the aim to introduce our PEGAS device mainly to the representatives of retail chains. We achieved this goal, and moreover got acquainted with other groups from the beer market.

Target groups data

Target groups	Wanted to reach	Reached
Retail chains	+	+
Beer equipment sellers	+
Breweries	+	+
Food and drinks delivery services	+
Bars/Restaurants	+	+

95% of visitors have never seen such a device as our PEGAS, and were eager to know what it is. European guests were in some doubt about drinking beer from plastic bottles, but found such method of beer dispensing convenient and profitable. Yet visitors showed interest in the PEGAS product and some of them expressed their wish to cooperate with our company.

Contact Numbers

Criteria		Results
Stand visitors, total		121
Number of contacts, who expressed interest		37
Number of contacts, who asked for a commercial offer		24

Due to the exhibition we came to the following important conclusions:

There is a demand to dispense not only beer, but other foamy beverages like soda, cider and mineral water from kegs in bottles. The advantages of dispensing through PEGAS are considerable not only in Russia, but all over the world. The visitors realized all pluses of beverages retail trade with our device: costs reduction, convenience, and efficient use of trade/storehouse space.
Traditional «beer» countries like Germany and Austria are not yet ready to see beer in plastic bottles. We should think of a new version for the PEGAS device that could be used with glass bottles as well.
We need to correct our strategies and continue active promotion, because the idea of beverages retail trade with PEGAS is a new opportunity to get profits for many market players.