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Consumption of wine, beer & spirits has been steadily on the increase in 2009 but in new ways owing to the global consumer credit crunch. For instance, sale of English sparkling wines has grown on the back of the recession. Global beer consumption is set to rise by 3.5% by 2015. Traditional premium markets like Europe & US are stable, while volume sales of expensive products increased in developing markets like Asia (notably China & India) Latin America, Eastern Europe, Kenya & Mexico. In mature markets high-end buyers are opting for value over volume & mid-range consumers are choosing value for money by buying spirits from New Zealand, South Africa & Chile.

These trends show companies are adopting clever & ingenious strategies to increase sales. "Now, more than ever, it’s vital companies have direct access to senior executives who take final decision on vendor selection & the ultimate sign off on all budgets. But reaching the decision maker is costly, time-consuming & hard to achieve. This is where Drink World Congress assists business by guaranteeing targeted, face-to-face business meetings with people who count," says Sonja Merchant, Drink World Congress (DWC), a 4-edition event to be held in Hong Kong, Milan, New York and Moscow.