Traditional Inn Games - The Gaymer's Cyder Beermat Collection

Pub gaming ephemera and equipment has long been a medium for drinks and tobacco companies to advertise their wares. Playing Cards, Dominoes, Darts Flights and Scoreboards were all commonly appended with Brewery names and Tobacco brands, and along with league sponsorship there are few areas of the pub games tradition that would have escaped the marketing departments attention.

In truth, I doubt whether this kind of advertising was intended to sway drinkers and smokers one way or the other to any great degree, all pubs being very firmly tied to their respective breweries back then. I'd imagine that then, as now, drinker and smoker preference was based largely on personal taste, price, and choice of pub rather than the hard sell of an attractively branded Cribbage Board. These items were more about brand loyalty, cheap or free tokens available to customers as part of the all-important 'sales rep - licensee' relationship.

So customers got to play their favoured games at the pub without the added expense of having to supply their own equipment, and the drinks and tobacco industry obviously saw the value of rewarding valued customers with relatively inexpensive branded tokens of their appreciation, thereby cementing the relationship between brand and customer. The legacy of all this of course, is a healthy interest from enthusiasts of all things Brewery and Tobacco related, indeed some of these everyday items are worth quite a bit to collectors nowadays.

Occasionally, as shown here, the tables are turned and a drinks company enlists the help of traditional pub games to sell their products, in this case via the time-honoured method of the Beer Mat. Never ones to miss a trick, marketing departments know the value of a well placed 'info-mat', branded on one side, concisely informative on the reverse, and a last-resort bit of reading material in times of idle boredom at the pub. Make them a numbered set and you're guaranteed to want to read (or indeed collect) them all.

This set was produced by Gaymer's, probably around the time the brand was in the hands of Mathew Clarke in the 1990's. Olde English Cyder was a huge cider brand back then, the unique 'Costrel Barrel' keg fonts and false handpumps seemed to be on the bar counters of just about every pub, presumably the result of a massive marketing push, of which these mats would have played their part.

Eight in number, these beer mats feature Traditional Inn Games that would have been quite rare, or at the very least in serious decline even then. The descriptions are accurate enough though, such that I have to wonder who's work the marketeers drew more heavily on, Arthur Taylor or Timothy Finn!

Olde English Skittles (No.6) takes preference over more common variants of the game, presumably because of the 'Olde English' prefix fitted better with the cider brand being advertised. To say that 'The game still flourishes in certain parts of London' is somewhat fanciful. I think at this time there may have been just two, maybe three venues for the game, of which only one pub alley survives today (where it does indeed flourish).

I can't in all honesty say I've ever seen Nine Mens Morris (No.5) being played in the pub, though I have seen examples of the games unique board on occasion. The same cannot be said for Dominoes (No.4) of course, which is still one of the most popular games found in the pub, albeit that the mat refers to the 'Block' game rather than the more 'pubby' Fives & Threes version played competitively in pub and club leagues.

Dobbers (No.7) is a name rarely used these days for the game of Indoor Quoits depicted on this mat, and sadly even then it was probably almost extinct as a game in the Vale Of Evesham when these were in circulation. The game clings on in just a handful of reasonably well-supported leagues, located along the Welsh Borders area.

Shove Halfpenny (No.1), or Shove Ha'penny, is indeed widespread in that there are still many boards for the game in existence, though sadly not so many located at the pub these days. Competitive league play can still be found in the West Country, Wales, and in its Pushpenny variant, Lincolnshire and Sussex.

As stated on the mat, Quoits (No.3) remains relatively popular in certain parts of Northern England, though its status in East Anglia is now less certain. At one time regarded as a national sport to rival Football, the game remains a fantastic spectacle for the casual spectator during a Summer evenings play.

The final two mats are real curiosities. Tossing the Penny (No.8) still exists in a handful of pubs in Anglia, with one outlier at a pub in Rutland. A real glimpse of rural pub life, an unsophisticated game for farmers and villagers that's literally part of the furniture in those few pubs where the game survives. Similarly, Ringing The Bull (No.2) was a pub pastime created to while-away an afternoon or evenings drinking. Little more than a tethered copper Bull Ring and a hook, it's hard to imagine how the brewery and tobacco marketeers would have enlisted these two games to their cause.