Wednesday’s ad is for Rheingold from 1969 and uses baseball and the signs of a good player, showing a few of the qualities one might look for in a good ballplayer. Then it applies the same idea to beer, saying “Look for the sign of a great beer! The Rheingold 10 minute head.” Look at that mug, it’s all head. A generous head, yes, but one that takes 10 minutes to subside (which is my presumption as to what they mean) seems like suspect advice to me. Two fingers is pretty much ideal for most beers, but more than that and you’ll lose too much carbonation and flavors, and Rheingold at that time probably didn’t have much to spare.
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Nice, and it’s by Bill Gallo too.
Cool ad! You should check out some of Guinness’ “fortune favors the bold” ads. They’re really awesome too!
As the child of a Rheingold R&D engineer, I can assure you that Rheingold in fact had a generous head (far more than 2 fingers) and it took some time to subside (but 10 minutes? not sure about that). I don’t recall the result being flat beer … as for flavor, well, it’s been 43 years and I can’t remember …