I bought these beer mats/postcards many years ago, from a flea market,whilst on holiday in Austria.I bought them because they only cost the equivalent of a few pence and also because I was amazed to see they were English.
On the back they are printed as normal postcards and carry the slogan "Whitbread Trophy Bitter big enough to satisfy your beer buds". I know nothing about the history of them but I presume they came out around the time that Whitbread Trophy was launched onto the market.
I find them appealing because they remind me of spending time at Skegness in my youth. In those days there would be racks and racks of what were referred to as 'saucy' seaside postcards. They were all very funny and the cartoon characters were always very artistically drawn. They would be at the entrance to every bazaar mingling with the rock, buckets and spades, beach balls etc.
It was in 1894 that the Post Office gave permission for British publishers to manufacture and distribute picture postcards that could be sent through the post. But it was not until the early 1930's that the cartoon style saucy postcards became popular. At their peak sales of these postcards reached an incredible 16 million a year. Virtually everyone who went on holiday to the seaside sent the cards home to family and friends. The most renowned publisher's were a company called Bamforth & Co and leading cartoonist's included Tom Browne, John Hassall, Bruce Bairnsfather and Alfred Lees.
Back in those days of sexual repression saucy postcards were enjoyed by many, whilst others were disgusted and offended by them. Part of their appeal was the bright vibrant colours they were produced in.
The new Conservative government of the early 1950's decided the postcards were not good for our morals. Almost all seasides appointed a Watch Committee who had the powers to censor postcards they deemed unsuitable. We hear a lot today about the 'nanny state' but in fact it has been with us for over 50 years at least, and I suspect a lot longer than that.
In the early 1950's police raids were carried out and some publishers and artists were arrested. One publisher Donald McGill was brought before Lincoln court in July 1954 and charged with offences under the 1857 Obscene Publications Act. He was fined £50 and ordered to pay £25 costs.
The Watch Committees were abandoned by the end of the 1950's. The more liberal 1960's saw the return of the saucy postcard but in much lesser numbers and somewhat poorer quality. Perhaps they belonged to a past era and are not suited to the modern day sense of humour. However, in their time they brought great pleasure to millions of people. I personally, miss them!
Click on the image to see them in more detail.
