Soaking it all up – Irish are world’s biggest beer mat users
New figures show beer mat use here is the highest globally at 50 per person per year.
This means that more than 200 million beer mats are used in pubs across Ireland every year.
And the country’s inclination for the advert clad mats means the industry here is booming while other markets around the world struggle.
David Murphy, managing director of Ireland’s largest beer mat distribution firm, Bill Butler Promotions, said the company is holding up “quite well” despite the challenging trading conditions.
He said beer mats are an effective marketing tool and aside from drink companies, taxi firms are now starting to use the mats to advertise their services.
“Beer mats are a great way for businesses to get their message across in a relaxed atmosphere,” he said.
Mr Murphy said there is a substantial number of beer mats distributed in Ireland every year adding that the figures are in the hundreds of millions.
Bill Butler Promotions distributes about 150 million mats alone each year.
While the industry thrives here, the world’s biggest beer mat company the Katz Group recently went into administration. It is hopeful, however, the business can be rescued as an ongoing concern as it aims to promote the value of the beer mat.
Group chief executive, Garry Hobson, believes people have an affinity with the beer mat.
“They pick it up, they play with it, they may not know they are doing it. They create games with it and they remember it. It’s a part of the drinking culture.”
