Unique mat finish for new brewery's beers

​A trio of brewers are supplying pubs and shops across the East Midlands with their beers after just five months in production — and they have a unique selling point.

Mr Crichton Brauer, Mr Andy Kendrick and Mr Gregg McDermott, owners of Beermats Brewing Company, Winkburn, have linked all their products to a beer mat theme.

Mr Brauer, 41, of Collingham, said: “It is very difficult to be unique in a busy market place, but we have tried to make everything connected to beer mats.

“All of our beers have their own mat, they all have the word mat in their name, and we have a spilt beer design on all of our mats.

“We put lots of trivia on them as well.

“We have had fantastic feedback so far on everything we have done.”

The trio began brewing at their brewhouse in October after devising the concept for the company over a beer in the pub.

Mr McDermott, 42, of South Scarle, and Mr Kendrick, 34, of Sutton-in-Ashfield, had previously worked in the trade and used their experience to get Beermats off the ground.

Mr Brauer said: “We have known each other for a few years and it was one of the those ideas born in the pub that has actually come to fruition.

“Andy and Gregg had the experience — they were both head brewers — and Andy thought we could do it better.

“Real ale is taking off. Microbreweries are very popular and we have an understanding, through Andy and Gregg and their brewing experience, to produce quality beers that we can distribute.”

Beermats has four beers in its core range. Soulmate is a pure golden ale with fruity flavours, a light, floral aroma and a citrus aftertaste; Pragmatic is a refreshing session ale with a delicate blend of quality malts; Ultimate is a deep red ale, full-bodied with smooth, malty flavours; and Diplomat is a smooth, black, well-rounded and balanced stout.

There are two vegan ales — Charismatic, an amber sessions ale with a bitter finish, and Format, a pale ale with a hoppy finish complemented by a light citrus aroma.

Many ales are not vegan because a by-product from fish is used to stop the ale from going cloudy. A vegan alternative, produced by Murphy and Sons, Nottingham, is used to produce Charismatic and Format.

Beermats also produces seasonal ales and over Christmas they included Father Christmats, Frosty The Snowmat and Midnight Mats.

'Easy to sell a beer once but even harder to sell it twice'

The brewery at Winkburn has the capacity to make up to 8,200 pints a week. It supplies many pubs in the area, including The Flying Circus and The Fox And Crown, Newark; The Old Coach House and The Final Whistle, Southwell; Newark Rugby Club; and Collingham Football Club.

Mr Brauer said: “Our deliveries go across the East Midlands, including to Leicestershire, Derbyshire, Lincolnshire and Sheffield.

“We usually cover about 140 miles a day. “It is easy to sell a beer once but it is even harder to sell it twice.

“I would say 95% of pubs who have taken one beer off us have had another.

“People come back and want to take more.”

Mr Brauer said the company was further ahead in its plans than he thought it would be. “We are already working with Wetherspoons and are taking work on in more locations,” he said.

Beermats has been invited to beer festivals, including the Winter Beer Festival, Derby.

Mr Brauer said: “At some point we would like to have our own micropub, but that is a couple of years down the line.”

The trio have employed a sales manager, Jackie Mayne, who is based at the office in Winkburn. They have a mobile bar that can be hired for weddings, birthday parties and other events.

Beermats is also converting a horsebox into a mobile bar that could be hired out at weddings and outdoor events. It sells bottles from its on-site shop and is open weekdays from 8am to 4pm.