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Innovation theme at Lisbon conference

As a precursor to the annual UNESDA (The Union of European Beverages Associations) summer meeting, Canadean International's Soft Drinks Conference had the theme: “New pressures, new solutions: innovating for a sustainable and profitable future.”

Lisbon was the venue for an event which addressed four key industry issues and an impressive range of speakers addressed an audience of more than 60 industry players.

The first session was entitled: “Where the industry stands today & outlook for tomorrow”. Opening the session, Yiannis Petrides, President Europe of the Pepsi Bottling Group, talked about coping with the realities of today's industry, considering the importance of great tasting products, consumers preferences, the growing importance of the Internet and the interaction between consumers, companies and government in the development of new brands. He concluded: “There has ever been a more exciting time to be in the beverages business.”

Canadean Business Development Director Emily Neill (here more..) looked at “building portfolio profitability – the premium solution” before US beverage guru John Sicher, Publisher and Editor of renowned industry newsletter Beverage Digest, took the platform to discuss “The beverage industry's changing role in the US market”. John looked at “the lost CSD generation” and at how the portfolios for the major industry players in the United States is changing.

The second session, entitled: “Beverage innovation – choice and the consumer” powerfully demonstrated the shift away from the industry’s core products. The first presentation, from Grupo Leche Pascual Yogurt and Juices Business Unit Director Javier Santamaría looked at the merging and crossing of traditional category boundaries with case studies of milk and juice as well as milk and soy. Javier stressed the importance of “sensible innovation” and a “no compromise” approach to brand development.

Conserve Italia Marketing Director Paulo Gerevini discussed the co-operative route to market for a company that operated “from orchard to consumer” and included some impressive recent product launches.

Closing the session, Adelholzener Alpenquellen Managing Director Stefan Hoechter represented the water category and talked about the importance of consumer focused packaging. He reminded delegates that “differentiation is not innovation”.

Sustainability

The third session was entitled: “The challenge to sustain revenue and earnings growth” and was opened by Coca-Cola Europe Strategic Planning Director Cecile Bernheim who delivered a presentation on the theme: “Delivering sustainable growth through attractive consumer propositions and a positive difference in communities”.

Recognising the realities of the current economic climate, César Sánchez Moral, Iberia Managing Director of Schweppes SA then talked about “Reaching for growth in a slow growth environment”, focusing on the Schweppes brand and the diversification of TriNa.

Closing the session, Sumolis President José Tomáz discussed “Franchise brands versus proprietary products: balancing priorities in pursuit of profits”.

The last of the four sessions covered “Industry and the environment: responsibility and response”. First up was Carlos Ballesteros, Technical Director of Artenius PET Packaging Iberia (my note: former Amcor PET Packaging Europe) who looked at the range of recent environmentally friendly initiatives delivered by the PET industry.

Turning to cans, Ball Packaging Europe Vice President – Sales and Marketing Rob Miles looked at the strong growth, innovation and sustainability of beverage cans.

Ending the session was Carbon Clear Managing Director Jamal Gore whose presentation was entitled: “A win-win: why the carbon footprint matters”.

Summing up the meeting and stressing the positive work of UNESDA – the Union of European Beverages Associations – was UNESDA Vice President and President of the German Non-alcoholic Drinks Association (WAFG).

The packed day ended with a cocktail reception as a bridge to the UNESDA summer meeting.

Related links:

• United sector, facing global challenges