A blog all about ‘Beer Mats’

All about beermats, dripmats and coasters!

When is a beermat manufacturer not a beermat manufacturer?

Well the definition of a ‘manufacturer’ is as follows: “a person or company in the business of manufacturing; esp., a factory owner”. Therefore a purist would argue that unless the beermat company in question was in the business of manufacturing and had their own plant, that they could not possible be described as a manufacturer.

 

Given the definition is so clear, why you may ask, would a beermat company attempt to claim that they were a beermat manufacturer? Is it because it makes them appear as if they have substance, or perhaps because they believe that their customers may feel that as a supplier, as distinct from a manufacturer, will have less control over the manufacturing process? Or maybe the beermat company appreciates, that as a supplier, rather than a beermat manufacturer, they can only influence, rather than control the manufacturing process? So, by pretending to be a beermat manufacturer, rather than a supplier, surely they are openly misleading the customer into believing that they have real control?

 

Whether a beermat company claims to be a beermat manufacturer or not probably isn’t really the point. What must be, however, is the fact that it is so clearly misleading. This is because it provides a false impression to the customer that they (the beermat company) have some control over the manufacturing process, including the quality, timescales and delivery. Few people would object to dealing with a supplier, rather than a manufacturer, after all, most of us have to deal with intermediaries such as dealers, retailers and suppliers everyday of the week. But most of us would be concerned about being deliberately mislead, because if a beermat company was prepared to provide a false impression of what their role in the whole process was, is there anything else they are not telling us?

 

There is a marked difference between exaggeration and an outright lie and the customer must decide which it is. Is a company claiming to be a beermat manufacturer simply be guilty of ‘creative license’? If so, would it also be okay for every car dealer to claim that they are the manufacturer, after all, it is they who place the ‘build order’ on the factory? Perhaps not!

 

What a pity that here in the UK, there are a few companies, that rather than highlighting the virtues of their service,  their price and their  important part in the process, simply seek to claim to be something they are not. Of course this is not only in the beermat manufacturing business, it goes on in many other industries, but there is no reason why any of them should feel the need to exaggerate their roles. They should stand up and be counted. Customers do not like being taken for fools and whilst the customer may still get their product, as described, as quoted and on time, they surely cannot help but feel that they were just ‘lucky this time’.

 

The term ‘honest and integrity’ goes together like ‘hand in glove’ and those who would seek to deceive or exaggerate would do well to consider this. There are many intermediaries that can add value to the process of ordering beermats, be they dealers, brokers, promotional houses, print suppliers or advertising agencies, none of these should ever seek to claim to be something they are not and fortunately, none appear to. So the message to anyone claiming to be a beermat manufacturer when they are not is to be honest, first with themselves and second with their customers.

 

There are currently only 2 established beermat manufacturers in the UK, these are Thirstys.co.uk and Mosaic Board & Print. So, if you want to deal direct with the manufacturer, you need to be talking to one of these companies, if you are happy to deal with am intermediary, there are many promotional companies, advertising agencies, print brokers and dealers that can assist you.

 

Abraham Lincoln said “You may deceive all the people part of the time, and part of the people all the time, but not all the people all the time.

4 July, 2008 Posted by | General | , , , , , , , | 1 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

Beer Mats get the message across

No doubt about it, if you want to get your message across to a wide audience, then the humble beermat is about as good as it gets! With new manufacturing processes, it is now possible to print much smaller volumes of beermats and at a price that makes it a truly mass market advertising, promotions and marketing tool.

More and more companies are now turning to beermats to get their message across, including the UK Police force, cancer research companies, local authorities with environmental messages to name but a few. Some of the more forward thinking governement agencies and charities have even managed to get their beermats paid for. How, by selling the reverse of the beermat to a third party. Becuase beermats can have different design both front and back, a charity for example, could have their message on one side and their ‘sponsors’ on the other.

Other companies getting in on the act are taxi and and private hire businesses. They have recognised that 1000 full colour beermats for under £100 can really get their advertising message over to a targeted audience.

For those that are concerned about the environment, genuine beermats are made of pulp board, you have to be careful, there are a good number of ‘fales’ out there, therefore, genuine beermats are 100% recyclable.

Some beermat manufacturers, such as UK based Thirstys, even offer distribution. So you can order 100,000 beermats and have them delivered to a targeted number of pubs in you area. Great! That notwithstanding, the landlords are often grateful for free beermats, given the average pub will consume 1000 beermats per month. But because beermats are reusable, you can be sure, that before they get replaced, they will have been seen by 100’s of people.

Now it is even possible to buy pre-pinted beermats, for Birthdays, anniversaries, or if you prefer, business, customer service and sales message. These can typically be purchased online through Beermat Stores.

So next time you see a beermats, remember it probably has a story to tell and the people using this medium are wise to the ways of making their advertising money work for them and if that was not enough, they probably care about the environment as well.

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