A blog all about ‘Beer Mats’

All about beermats, dripmats and coasters!

Thirstys, UK based beermat company issue an advisory

UK based beermat manufacturer, Thirstys.co.uk Limited have taken the unusual step of advising their existing and potential customers of an advertisement currently running with Google Adwords is using the term ‘Thirsty?’. The company believe the use of this word is likely to cause confusion in the market given Thirstys is a well know brand in the UK and the name is synonymous with beermat manufacturing.

A company spokesperson said “We have had a number of customers indicate that they believed this advertisment was for our company and they have responded in accordance with this belief. The principle issue here, is that it is very clearly not difficult to confuse the term ‘Thirsty?’ with our own trademark ‘Thirstys’.

Added to which, because the website uses a generic name ‘beermatcompany.com, the casual browser is given no clue that this website has nothing to do with Thirstys until they reach the site. From what we can ascertain, whilst describing themselves as a manufacturer, this organisation does not actually own a print press. In addition, despite the fact that it publishes a UK address (which is shared by as many as 200 other companies), try as we might, we have been unable to identify any UK based employees, only a director based in Holland. For the record we wish to state that Thirstys.co.uk Limited have no association with The Beermat Company or The Beermat Corporation Limited and we shall be seeking guidance from our legal advisors legal advisors in relation to the form of this particular advertisement.”

In the meantime, Thirstys have asked that any individual or company that may have experienced similar confusion as a consequence of this advertisement to get in touch with them.

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18 July, 2008 Posted by | News | , , , , , , , , | Leave a comment

Don’t be seduced into buying fake beermats

Ask any landlord, industry player or beermat collector and they will instantly tell you that a genuine beermat is made from wood-pulp and there is a very simple reason for that, it is the pulp that provides the beermat with it’s absorbency qualities.

 

The fact that for decade’s beermats have been made from pulp-wood for very good reason, there has recently been a plethora of companies offering ‘fake’ beermats, in other words, beermats that are not made from pulp. Why does it really matter? Well these beermats are quaintly described as ‘constructed beermats’ that is to say they are typically made by gluing printed paper onto the top and bottom of board to create the “beermat”. Whilst this may look pretty and may even justify the description of a beermat, there the similarities remain.

 

Constructed beermats, or as the experts might argue, fake beermats, may act as an advertising medium, but because the print is onto paper, thee beermats are simply unable to absorb liquid without coming apart. Typically as the constructed beermats come into touch with water, the paper simply comes away or curls from the board, leaving an unsightly mess. In addition, when water liquid comes into touch with printed paper, most people already know the outcome, streaks of wet print!

 

So why do people offer fake, constructed beermats? For the most part, it is based on price, in the past it has been easier and cheaper to print short runs on coasted paper and then construct the beermat. This is because beermat board has to be printed on specialized print presses which can deal with the thickness of the board, whilst constructed beermats can be printed on virtually any press. However, some of the beermat companies have introduced printing practices that allow short runs of pulp-wood beermats, yes litho printed, full colour runs on pulp-wood board….in fact one UK company offers runs starting at just 25 beermats!

 

Why are fake beermats still offered? Well given they are considerable less useful that a genuine beermats and that there is a real and practicable alternative, perhaps it is profit, the only way to be certain is to ask the people that continue to push these constructed beermats.

 

Whilst in the past there may have been some justification in offering constructed beermats, in spite of the fact that these mats had few, if any of the properties of a genuine pulp-wood beermats, it does seem difficult to justify now!

 

9 July, 2008 Posted by | General | , , , , , , , , , , , , , , | Leave a comment

American companies turn to UK beer coaster manufacturers

Companies in America seeking to purchase smaller volumes of beer coasters can now turn to UK manufacturers to fulfill their orders. With UK companies launching new volume breaks, American businesses can now purchase as few as 25 full colour, litho-printed beer coasters to print their advertising, branding or sales messages.

Traditionally, beer coaster manufacturers have insisted on much higher volumes in order to make the purchase of beer coaster financially viable. However, the UK manufacturers have introduced new processes which allow purchasers to opt for much lower volumes, without significant price hikes.

Few USA organizations will accept that they must buy 5,000 or more beer coasters and thow away 80% if they only need 1,000. Even though genuine beer coasters are 100% recyclable, no-one wants to see such waste. Recognizing this fact, one or two UK beer coaster manufacturers have introduced new volume breaks, of less than 1,000, for example, one company is offering 25, 100, 250, 500, and 750.

Even allowing for packaging and delivery, small volume beer coaster orders can be delivered to the United States quickly and inexpensively, allowing American companies to enjoy the same benefits as their counterparts in Europe.

7 July, 2008 Posted by | General | , , , , , , , | Leave a comment

In the beermat we trust

When the Roman Catholic Church recognised that there had been a sharp decline in the number of priests, they decided to use beermats as part of the recruitment campaign. With many parishes having to cope without a priest, the church recognised that they needed a powerful, meaningful and innovative method of recruiting priest to the church. They opted for the powerful force of the beermat.

 

The beermats were distributed around pubs in the London area and supported with a poster campaign in the London underground. With an expectation that the number of priests would continue to decline, the campaign had to be innovative to succeed.

 

Once again beermats are proven to be an excellent medium for delivering messages to a targeted audience. There are several manufacturers of beermats in the UK who can design, manufacture and print bespoke campaign messages.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , | Leave a comment

Up in smoke? UKIP use beermats to campaign

Beermats are often used in campaigns given, it is suggested though independent research, that they are read some 10 times before being discarded. Perhaps aware of this fact, UKIP MEP Godfrey Bloom launched a beer mat campaign aimed at rousing public opinion to have the blanket smoking ban in pubs overturned.

 

Clearly the beleaguered landlords of the UK’s public houses were for the most part, supportive of this initiative, given many want to provide their customers with the choice, rather than having blanket bans imposed by government.

 

Not for the first time, UKIP utilised beer mats to re-enforce their message, allowing the beermat to do the talking. Beer mats can now be ordered in smaller quantities making them ideal for smaller campaigns, targeted campaigns, promotions or brand building. Some beermat manufacturers will offer 1000 genuine pulp board beermats, printed in full colour both sides, for the princely sum of less than £100. This really places the beer mat in reach of the vast majority of small and medium sized business in the UK.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , | Leave a comment

Design a beermat competition

When in comes to widening the impact of a beermat message and maximising the return on their investment, the local county council of Neath Port Talbot undoubtedly lead the way. This forward thinking local authority decided that they would launch an anti-drink drive campaign during the summer months. This in itself is noteworthy; however, rather than simply pass the job to their advertising agency, they encouraged pupils from local schools to participate in the design of the beermats. Now that is clever!

 

Apparently, more than 300 entries were received from local pupils, resulting in 30,000 beermats being printed with 4 of the best designs submitted by the pupils. The council had originally intended to select one winner, but the quality was so high, they eventually opted for 4 designs. Fortunately beermats are flexible enough to offer up these types of changes.

 

The local authority was encouraged to use beermats to deliver their message after independent research has shown that a promotional beer mat will be seen and read ten times before being discarded. Beermats can be ordered though advertising agencies, promotional companies and of course, direct from the beermat manufacturer. Modern printing processes now mean that beermats no longer have to be ordered in multiples of 1m, in fact some beermat printers allow customers to order a few as 25 full colour, litho-printed beermats, now that is progress.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , , , , | Leave a comment

The Beermat Game – Flicking Beer mats online

If you enjoy flicking beermats in your local pub, but don’t actually get the chance to visit your ‘local’ as often as you like, there is a solution. The Beermat Game is an online version, where you can flick beermats as many times as you want and you won’t even have to buy a beer!

 

You simply click the ‘flick’ button and then the ‘catch’ button when you are ready to grab your beermat, and there is a flickometer that will test your time. It is great fun and certainly worth considering for your online entertainment.

4 July, 2008 Posted by | General | , , , , , , | Leave a comment

Beermats deliver Road Safety message

You may well ask what beermats have to do with road safety. Well, road safety campaigners in the county of Cumbria used beer mats to reinforce the message that drivers should wear their seatbelts.

 

The county was alarmed at the number of people driving in Cumbria who were not wearing seatbelts. Therefore, they launched a campaign utilising beermats which included pictures of the injuries suffered by people who had not been wearing their seatbelts.

 

This particular campaign has a pleasant picture on one side and then relying on the age old practice of ‘beer mat flipping’ they included an image on the reverse of someone that had suffered horrific injuries as a consequence of not wearing a seatbelt.

 

Clearly beermats can deliver serious messages as well as act as an advertising or branding tool as was clearly recognised by the road safety campaigners in Cumbria. Some UK manufacturers of beermats offer short print runs at a fraction of the cost, allowing a wider audience to use beermats for small campaigns or perhaps, a number of different campaign designs.

4 July, 2008 Posted by | Beermat Campaigns | , , , , , , , , , , | Leave a comment

Free beermats for UK pub landlords

Nothing in the world is free, or so the saying goes, but a UK based beermat manufacturer has just turned this concept on it’s head by offering free beermats for landlords of public houses in the UK. Yes licensees can now register to receive free beermats.

With the average public house consuming more than 1000 beer mats a month and the major breweries reducing the number of beermats available to landlords, this is likely to be welcomed. UK beermat manufacturer Thirstys, has launched a programme allowing landlords or licensees to register for free beermats. Working hand in glove with companies seeking to promote their products, messages or brand, Thirstys will distribute free beer mats to participating landlords.

3 July, 2008 Posted by | News | , , , , , , , , | Leave a comment

What is a BeerMat?

A beermat is a coaster used to rest glasses of beer or other beverages upon. They are used to protect the surfaces and because they are made of highly absorbent pulp board, they are used to absorb spillages. Of course, they only became mainstream once the major breweries recognised the benefit of advertising their range of beers, spirits or other alcoholic drinks on these beermats.

Beermats are widely used in UK public houses, with the average pub consuming around 1000 mats per month. In the past 10 years, new manufacturing processes have been introduced by the more ‘forward thinking’ manufacturer of beermats, whereby beermats can be designed, manufactured and printed in far smaller volumes, permitting many other businesses and organisations to benefit from the low cost, high impact offered by advertising on beermats.

For example, in the UK, one of the political parties, UKIP, utilised beermats to deliver their political messages during the 2004 elections. Similarly, the UK Police force have used them for anti-drink driving campaigns and local authorities for delivering messages related to recycling…in the latter case, the local authorities wanted to ensure that the beermat itself could be recycled, which of course, it could.

Their are alternative names or spellings to describe beermats, often spelt as beer mats, or referred to as dripmats (also, drip mats),  and in the United States and many other places they are invariably referred to as coasters. Whatever the preferred method used to describe these products, the reality is, there are probably as many “beermats” printed with non alcohol related messages on them as there are with a beer or spirit.

One word of caution though, there are an increasing number of companies using the generic term ‘beermats’ to sell inferior or fake products, depending on your view. A genuine beermat will be made out of the highly absorbent pulpboard and will typically be between 1mm and 1.6mm thick. The “fakes” are more often than not, constructed by printing onto paper and then mounting on board. The absorbency of these types of constructions is highly questionable, as of course is the durability…perhaps even worse, is they are often more expensive than traditional beermats!

3 July, 2008 Posted by | General | , , , , , , , , , , | Leave a comment