The Beermat Blog

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. The reality is we can all dress as an airline pilot, but in the final analysis, to those in the know, we would still be an ordinary member of the public in a uniform!

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 regarding 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.

It is perhaps appropriate, that when Bath & North East Somerset Council wanted to launch a campaign highlighting the need to recycle, that they should include beermats as one part of their media campaign. This is because, apart from the obvious benefit of full-colour, litho-printed beermat being able to deliver a message with impact, beermats also 100% recyclable. Clearly demonstrating that Bath & North East Somerset Council practice what they preach.

The council used buses to deliver their message, as well as posters and beermats which were distributed to local businesses. Funding for this initiative was been granted by WRAP (the Waste & Resources Action Programme) established to promote resource efficiency.

A not-for-profit company, WRAP is backed by substantial Government funding from Defra and the devolved administrations in Scotland, Wales and Northern Ireland.

Apart from being 100% recyclable, it is also worth noting that genuine beermats are produced from wood-pulp. The pulp is typically constructed from a mix of recycled paper pulp (about 85%) and Scandinavian indigenous softwood. The softwood is typically purchased from forests that adhere to the sustainable forestry programme, where more trees are planted, than felled.

Genuine pulp-wood beermats can be designed, manufactured and printed by UK based beermat manufacturers such as Thirstys.co.uk Limited, an established beermat company based in the Midlands.

When Hambleton District Council launched a campaign urging victims of domestic violence to seek advice and support, they included printed beermats as part of their high impact, media campaign. Beermats were printed with a picture of a fist and an uncompromising message “hit me, kick me, punch me, love me” together with helpline numbers. These beermats were subsequently distributed to Northallerton, Thirsk and Easingwold areas.

Local authorities, government agencies and police forces are increasingly including beermats as an integral part of local media campaigns, demonstrating the versatility and the power of this particular advertising medium.

Beermats are available in the UK through advertising agencies, promotional houses, print brokers and direct through the beermat manufacturers.

When the Warwickshire Police wanted to track down a person of interest, they used beermats to support their poster campaign. Pictures of the person wanted for questioning was printed on the beermats which were subsequently distributed to pubs and clubs in the local area.

This is not the first time the Police have used beermats to communicate with the public in relation to the apprehension of suspects or when seeking information in relation to an alleged offence. For example, West Midlands Police also used beermats to highlight their campaign for more information in relation to a murder investigation, these beermats were distributed to biker pubs and cafes.

The Metropolitan Police have used beermats to communicate public safety messages, domestic violence, anti-drugs campaigns and other targeted messages.

These campaigns demonstrate in tangible way the versatility, flexibility and value beermats can offer delivering campaign messages. Beermats are available in the UK through advertising agencies, promotional houses, print brokers and direct through the beermat manufacturers.

Firstly it is important to point out that the producers of fake beermats would argue that they are not fake, because they look and feel like a beermat. But of course that is where the similarities end, beermats that have been constructed and glued together simply do not have the inherent and relevant properties required of a genuine beermat which is made from pulp-wood.

Therefore, it is probably only fair that the facts are laid bare, in order that the consumers can make their own decision. Because not all constructed beermats will be put together in the same way, we must take a look at a typical constructed beermat, however, the frailties of this type of construction is likely to be similar no matter what.

Constructed Beermats

With constructed beermats, the artwork is printed onto standard paper stock on a normal paper print press, the finished paper is then glued on the top and bottom of some board (the constituents of the board will vary from supplier to supplier) and allowed to dry. These are then sold on as beermats.

Genuine Beermats

Because genuine beermats are constructed from pulp-wood, it is important; first of all, to point out what the board is made up from, given it is this process that adds value and practicality to the finished product.

Beermat board is produced from wood-pulp. The pulp is normally constructed from a mix of already recycled paper pulp (about 85%) and Scandinavian indigenous softwood. The softwood is typically purchased from forests that adhere to the sustainable forestry program where more trees are planted than are felled. This pulp is light brown in colour and unsuitable for printing purposes so a final sheet of chlorine-free bleached paper tops the bulk.

Once the pulp-wood board has been purchased, this will be litho-printed on a specialist print press that is capable of printing thicker board. Using a method dubbed work and turn, the board will be printed first on one side and then on the other. Once printed, the board will be left to dry to avoid scuffing. It will then be cut to size to produce the finished beermat.

How do they compare?

At a glance, both products will look similar, but when they are put to the acid test, this is where the differences will become more apparent.

When placed under a glass, the pulp-wood beermat will use its unique properties to soak up the droplets and the beermat will remain both presentable and useable. In fact, pulp-wood beermats are renowned for their durability in use, hence the reason they have been around for so long and are in such demand in pubs and clubs around the world.

Once again, the make up of the constructed beermat will vary, but the end results are likely to be similar. Because paper does not have the same absorbency properties of pulp-wood, in this experiment, the droplets will typically sit on top of the printed paper, taking some time to soak in. During this process it is likely that the print will streak and the paper may even come away from the board. In all likelihood, this will be a one use mat given, because the mat will look unsightly.

If you are looking for a durable beermat, then it would be sensible to ask for samples from the suppliers of constructed beermats and the manufacturers of pulp-wood beermats, then you can complete your own experiment.

Why would anyone buy a constructed beermat rather than a genuine pulp-wood beermat?

The answer is a relatively simple one, even if the reasoning is no longer as relevant today, as it was in the past.

Manufacturers of beermats print on a specialist pulp-wood board, which is a much thicker and has properties that are uniquely beneficial to the consumers of traditional use beermats. Whereas, paper that is going to be glued to board can be printed on virtually any paper stock and is often printed alongside other print jobs, this means that it costs considerably less to produce the print matter. In addition, because the beermat is constructed, there is no need for the printer to invest in a press capable of running a thicker board.

The net result was that the manufacturers of genuine pulp-wood beermats had to have high volume print runs to make the whole process financially viable and in order that they could sell the beermats at a price that was palatable to the end users.

Therefore, as a direct consequence of the two different print processes, in the past, it has been impracticable for the manufacturers of genuine pulp-wood beermats to produce short runs. However, this has changed as some of the more forward thinking beermat manufacturers have invested in ways of being able to produce much shorter runs, without the price premium normally associated with such orders. In fact, one UK beermat manufacturer, Thirstys, recently announced that they could supply just 25 litho-printed beermats, in full colour, on genuine pulp-wood board for less than £50!

Now that genuine pulp-wood beermats can be ordered for short runs, at a fraction of the price that would have been commanded in the past, arguably the future of the constructed beermat is in question. Why would anyone want to order an inferior product, from a practical use perspective, when a genuine pulp-wood beermat could be ordered for a similar or lower price?

Notwithstanding the above, no self-respecting landlord would accept a constructed beermat in place of a genuine pulp-wood beermat; they want their beermats to protect the bars, to prevent their patrons from having droplets fall on their clothes and to stop their bars and tables from getting wet! So, if you are planning to distribute beermats to the pubs and clubs in your area, it is probably sensible to give your local manufacturer of genuine pulp-wood beermats a call first.

When UK based chauffeur car and limousine hire company Cars for Stars wanted to promote their service, they decided to use a different medium, electing to advertise on beermats. Cars for Stars used on side of the beermat to list their services and the other as a ‘call to action’ inviting holders to show their beermat and receive a free bottle of Champagne on any subsequent booking.

1000 beermats were ordered and these were handed out at a street carnival and the results were impressive. All 1000 beermats were distributed and as a consequence, Cars for Stars recorded some 29 responses, of which they subsequently received 10 bookings, totalling nearly £3,500. A Cars for Stars spokesman commented, “For an investment of just over £100 and 3 enjoyable hours at the street festival, we received nearly £3,500 of bookings, in terms of a return on investment, we would be hard pressed to recall anything that got close. We would thoroughly recommend beermats for any targeted campaign message”.

The beermats were designed and printed for this company by UK based beermat manufacturer, Thirstys.co.uk Limited.

Ocassionally, designing and printing beermats is only the first part of delivering a campaign, the second part is getting the message in front of a targeted audience. This often requires the distribution of the beermats into clubs and pubs.

UK beermat manufacturer Thirstys offers a complete beermat distribution service whereby they will design, print and distribute the beermats on behalf of the client. Distribution can be by postcode, town, city, region or the entire UK. Thirstys have a comprehensive database of landlords and licensees who are willing to participate in campaigns by placing beermats. Where a campaign is specifically targeted on one area or region, Thirstys will contact landlord and licensees in the area and seek their cooperation in supporting campaign messages.

Thirstys is unique amongst UK beermat manufacturers by offering this in-house service which, since launch, has been in high demand by Thirstys regular customers who have come to relaise the benefits of having their beermats professionally distributed.

Many, but not all, landlords and licensees experience a shortage of beermats and tend to be more than willing to accept free beermats, provided the campaign message does not detract from their surroundings. Thirstys staff are happy to advise on the practicalities of distribution in terms or areas, messages and likely acceptance.

When Northamptonshire Police wanted to introduce offices of their Community Safety Team, they opted to use beermats provided by UK manufacturer Thirstys to design and print their messages. Beermats were handed out to the public and placed in local pubs and clubs across the area served by the Community Safety Team.

In addition to introducing officers of the CST, the beermats were also used to appeal to the public to support the team by reporting crime and any concerns to the local officers. Because Thirstys beermats are litho printed in full colour, the clarity of the images was excellent.

A spokeperson for Thirstys said “We believe this was an excellent local initiative and providing a perfect opportunity to demonstrate how beermats can be used as a high impact, cost-effective method of getting an important message over. Furthermore, because the beermats are 100% recyclable, this method of advertising is environmentally friendly”.

Thirstys.co.uk Limited is a UK based manufacturer of beermats. Thirstys have lead the way in demonstrating how beermats can be used for non-alcohol marketing and branding exercisees and have eased the process by introducing new production and printing techniques which make it possible to print much smaller volumes at exceptional prices. Thirstys allow customers to order as few as 25 beermats, which are litho-printed, in full colour on genuine beermat (pulpboard) board.  

UK beermat manufacturer, Thirstys.co.uk Limited have announced the launch of new volume breaks which will allow purchasers to buy as few as 25 beermats. These new volumes will continue to be litho-printed and, as expected from an established beermat manufacturer, will be genuine beer mats made from pulp board.  In addition to the introduction of volumes as low as 25, Thirstys will also offer other volume breaks of 100, 250, 500, 750, 1000 and upwards.

A Thirstys spokesperson said “although we recognise that most of our customers will continue to require much higher volumes, the introduction of these low volume breaks is to allow our existing customers to use beermats for staff messages, conferences and so on, whilst also allowing businesses that have not utilised beermats before, to dip their tow in the water, without having to break the bank.

Better still, buyers will not have to compromise on quality or impact, because the beermats will, as usual, be manufacturer from pulp board and litho printed, in full colour, if that is required by the design specifications. We will also continue to offer industry leading turnaround times”.

Thirstys.co.uk Limited is a well established UK based manufacturer of genuine, pulp board beermats, litho-printed in full colour. Thirstys can offer different sizes and shapes as required. As well as the UK, Thirstys also have a sister operation based in South Africa. Thirstys export to Asia, Europe and north America.

Yes, it is now possible to order your beermats online. UK based beermat manufacturer, Thirstys, has launched an online shopping cart which allows visitors to select the quantity they require, pay online using a credit or debit card and then upload artwork. The whole process takes around 3 minutes. Thirstys, then offer a 5 day turnaround from the point at which the artwork is approved and accepted.

For those that are unsure of whether or not their artwork is suitable for beermat printing, Thirstys have gone a step further and offer to edit artwork for a low fixed cost. So there is nothing to stop anyone from advertising their wares on a genuine pulp board beermat.

In addition, Thirstys also offer a fixed price design service, whereby they will design the beermats (front and back, for a nominal charge of just £40 plus VAT. These are all special offer prices, therefore no guarantees can be provided as to how long the offers will be available, but for the time being, it looks like a fantastic offer.

To coincide with the launch, Thirstys are offering to print 1000 beermats, in full colour, for just £95 plus VAT, or for smaller campaigns or events, they will print as few as 25 beermats.

Thirstys are a UK based beermat manufacturer