THE BEERMAT AS 
A MARKETING TOOL 

In the past beermats had a purely practical function to fulfil, i.e. to soak up overflowing beer. These times are long gone. 

It was in the '30s that breweries began to print beermats, to give special emphasis to the origin and home of their beer. 
It was only in the late 50th and early 60th, as marketing awareness changed, that people also began to use beermats as a marketing tool. 
The trend towards gastronomic fulliners is continuing, so that beermats will continue to gain importance as a major part of the marketing tool.