Beverage coasters have more potential than ever before – Right at home!
With a beer consumption level of 73.5 million hectoliters a year, Germany ranks among the largest beer markets in Europe. And while that may not be particularly surprising, it’s still interesting to see how things are looking in the hospitality industry, where 14%1 of the country’s total beer consumption takes place. Or, more specifically, in pubs, restaurants, bars, and beer gardens where beer is traditionally savored in glassware by people enjoying each other’s company.
However, what is even more interesting is that this statistic also reveals a curious development: The places where people choose to enjoy their beer have changed dramatically over the years, with most beer (86%1) now being drunk at home. In fact, this pattern can also be found in Austria and Switzerland: The former has a solid and storied tradition of taverns, or “Wirtshäuser” in German, and yet the lion’s share of beer is still consumed at home (77%1). And the latter’s situation is similar, with off-trade consumption dominating with a strong 69%1.
These trends are in sharp contrast to the situation in countries like Portugal and Ireland, where beer is traditionally drunk in places outside the home (Portugal: 68%, Ireland: 64%)1. In other words, the study being referenced here shows just how different beer culture can be in different countries.
Shouldn’t we be bringing the special things about beer culture home as well?
It’s only logical that if most beer is drunk at home today, brands should make their presence known there too. How? Simple: with beverage coasters. They’re the perfect way to bring a pub vibe to the living room, create a pleasant atmosphere, boost branding, and turn billions of private drinking moments into cost-effective points of contact. It’s a great way to tap into new opportunities with everything from limited home editions, to seasonal and special event beverage coasters, to QR campaigns and promotional items in beer crates. In short, beverage coasters are the key to bringing beer culture to where it mostly takes place nowadays – our home. And that makes them an underestimated but powerful off-trade brand presence tool.
What does this ultimately mean for the brewing industry?
It’s precisely in markets where off-trade dominates that beverage coasters offer tremendous opportunities:
- Greater brand presence at home: For people who drink at home, the brand experience is usually limited to the corresponding bottle or can. Beverage coasters are an optimal way to complement this with an item that consumers enjoy touching and that evokes positive emotions.
- Incredibly cost-effective ad space: Beverage coasters are a branding tool that is impossible not to notice whenever it’s used.
- New marketing ideas and editions: “Home edition” beverage coasters; seasonal beverage coasters for the grilling season, sports events, and holidays; beverage coaster sets as promotional items in beer crates; competitions and QR campaigns; partnerships with supermarkets and alcohol retailers.
1Source: European Beer Trends, Statistics Report | 2025 Edition, pp. 10 & 14