It´s a rallying call for all those who want to be part of the global network in the beverages and liquid food industry and be present at its strongest and most go-ahead platform for new business: drinktec. This event, the 'World´s Leading Trade Fair for Beverage and Liquid Food Technology', unites the entire sector. It gets things moving, it keeps them going forward, and every four years it virtually re-invents the industry. The fair´s 'Flow' visual captures this spirit. Now this key visual has itself been given an update. The new 'Flow' will be supporting the marketing campaign for drinktec 2013.

Want to find out more? Click here to see the 'Flow' live!

The new key visual: orange instead of blue
The 'Flow' visual is all about movement and dynamism, it is an energy-charged jet of liquid, whose various shades of blue awakened associations with water. The new 'Flow' is every bit as energy-packed as its predecessor, but is coloured orange instead of blue. Why orange? The answer is obvious: Because that´s the colour of drinktec.

drinktec is the motor that sets ideas in motion
The newly designed key visual widens out the associations of the jet of liquid. It can be interpreted in all kinds of other ways, not just as water. And, according to Exhibition Director Petra Westphal, "That is as it should be. The 'Flow' represents the motor that sets the ideas in motion. It symbolises an open channel of communication." If the sector can be seen as a world-spanning network, then the 'Flow' is representative of the supply line and the channel that links it all up. In this way drinktec can be seen as a kind of accelerator: it charges the sector (the 'Flow' as a beam of energy!), sets it in motion and thereby brings together companies and markets, supply and demand. Whatever the interpretation, Petra Westphal says: "The 'Flow' stands for transparency and openness, both of which are important attributes of drinktec."

New-look drinktec team
The drinktec team now has a new look. To see who´s behind this leading world fair, click here: Petra Westphal is the Exhibition Director, supported by Markus Kosak, Christina Maier and Jasmin Regiert. Responsible for marketing and communication are: Johannes Manger, Beate Rader, Benjamin Büttner, Volker Klawitter and Christine Heufer (TV and Radio).