Newsletter #6 | All around the product

Beer and Beverage Coasters Are a Match Made in Heaven: KATZ Becomes a European Beer Star Partner

Whether at the brewpub, at trade shows, or when hanging out with your buddies – beverage coasters are much more than just pieces of board that absorb moisture. They’re brand ambassadors. They’re an occasion for conversation. They’re part of our cultural heritage. And so the news couldn’t have been better: KATZ is now an official European Beer Star partner, tapping into what is one of the world’s most important platforms for international craft brewery.

Since 2004, the competition has been bringing breweries from around 50 countries together to choose the best-tasting and highest-quality beers – all with a focus on traditional European beer styles. Needless to say, that’s pretty much KATZ’ home court: After all, beverage coasters are an inseparable part of beer culture and make brands a part of the conversation exactly where it counts – directly in front of the consumer.

“To put it simply, beer and beverage coasters belong together,” says KATZ Senior Sales Manager for Germany, Austria, and Switzerland Olaf Müller. “Coasters are a mainstay of European beer culture, if not global beer culture. They make beer brands visible to consumers for extended periods of time. And with our sponsorship, KATZ is proactively supporting a commitment to top-quality beer and to international networking among breweries.”

Kilian Kittl, managing director of Private Brauereien Bayern e.V. and project manager for European Beer Star, adds: “We’re tremendously happy to be able to welcome KATZ as a new partner. The experts in beverage coasters will be assisting European Beer Star in the future with their unrivaled know-how and expertise in this area.”

Here’s to shared values, creative ideas, and, of course, extraordinary craft brewery!