Thursday’s ad is for Rheingold, from 1942. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American journalist and author Alice-Leone Moats. In this ad, Moats, who traveled the world as a journalist, tells a story of being in Africa and being delighted to find a cool, refreshing Rheingold Extra Dry.
Wednesday’s ad is for Rheingold, from 1946. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American sports writer Stanley Woodward. “Sportswriting legend Stanley Woodward had a 43-year career [as a] sportswriter and editor.” In this ad, Woodward confesses that he’s gotten many, many sports predictions wrong, but then suggests one prediction he won’t get wrong is that you’ll like Rheingold Extra Dry.
Tuesday’s ad is for Rheingold, from 1942. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American singer and actress Rosemary Lane. She was one of the Lane Sisters, a family musical group. “Lola, Rosemary, and Priscilla co-starred in four films together: Four Daughters (1938), Daughters Courageous (1939), Four Wives (1939) and Four Mothers (1941). Leota did not find the same success as her sisters and left Hollywood for New York City before the sisters’ breakthrough.” In this ad, Rosemary talks about how strenuous and tiring rehearsing can be, and how she likes to combat her fatigue by drinking Rheingold Extra Dry.
Today is the birthday of English scientist Joseph Priestley (March 13, 1733-February 6, 1804). While he was also a “clergyman, natural philosopher, chemist, educator, and Liberal political theorist,” he’s perhaps best known for discovering oxygen (even though a few others lay claim to that honor). According to Wikipedia, “his early scientific interest was electricity, but he is remembered for his later work in chemistry, especially gases. He investigated the ‘fixed air’ (carbon dioxide) found in a layer above the liquid in beer brewery fermentation vats. Although known by different names at the time, he also discovered sulphur dioxide, ammonia, nitrogen oxides, carbon monoxide and silicon fluoride. Priestley is remembered for his invention of a way of making soda-water (1772), the pneumatic trough, and recognising that green plants in light released oxygen. His political opinions and support of the French Revolution, were unpopular. After his home and laboratory were set afire (1791), he sailed for America, arriving at New York on 4 Jun 1794
In 1767, Priestley was offered a ministry in Leeds, Englane, located near a brewery. This abundant and convenient source of “fixed air” — what we now know as carbon dioxide — from fermentation sparked his lifetime investigation into the chemistry of gases. He found a way to produce artificially what occurred naturally in beer and champagne: water containing the effervescence of carbon dioxide. The method earned the Royal Society’s coveted Copley Prize and was the precursor of the modern soft-drink industry.
Even Michael Jackson, in 1994, wrote about Priestley connection to the brewing industry.
“It has been suggested that the Yorkshire square system was developed with the help of Joseph Priestley who, in 1722, delivered a paper to the Royal Society on the absorption of gases in liquids. In addition to being a scientist, and later a political dissident, he was for a time the minister of a Unitarian church in Leeds. During that period he lived next to a brewery on a site that is now Tetley’s.”
In the New World Encyclopedia, during his time in Leeds, it explains his work on carbonation.
Priestley’s house was next to a brewery, and he became fascinated with the layer of dense gas that hung over the giant vats of fermenting beer. His first experiments showed that the gas would extinguish lighted wood chips. He then noticed that the gas appeared to be heavier than normal air, as it remained in the vats and did not mix with the air in the room. The distinctive gas, which Priestley called “fixed air,” had already been discovered and named “mephitic air” by Joseph Black. It was, in fact, carbon dioxide. Priestley discovered a method of impregnating water with the carbon dioxide by placing a bowl of water above a vat of fermenting beer. The carbon dioxide soon became dissolved in the water to produce soda water, and Priestley found that the impregnated water developed a pleasant acidic taste. In 1773, he published an article on the carbonation of water (soda water), which won him the Royal Society’s Copley Medal and brought much attention to his scientific work.
He began to offer the treated water to friends as a refreshing drink. In 1772, Priestley published a paper entitled Impregnating Water with Fixed Air, in which he described a process of dripping sulfuric acid (or oil of vitriol as Priestley knew it) onto chalk to produce carbon dioxide and forcing the gas to dissolve by agitating a bowl of water in contact with the gas.
And here’s More About Priestley from the Birmingham Jewellry Quarter, whatever that is:
But his most important work was to be in the field of gases, which he called ‘airs’ (he would later chide James Keir for giving himself airs (oh dear!) by adopting the term ‘gases’ in his Dictionary of Chemistry, saying ‘I cannot help smiling at his new phraseology’). Living, as he did at the time, next to a brewery, he noticed that the gas given off from the fermenting vats drifted to the ground, implying that it was heavier than air. Moreover, he discovered that it extinguished lighted wood chips. He had discovered carbon dioxide, which he called ‘fixed air’. Devising a method of making the gas at home without brewing beer, he discovered that it produced a pleasant tangy taste when dissolved in water. By this invention of carbonated water, he had become the father of fizzy drinks!
But perhaps my favorite retelling comes from the riveting History of Industrial Gases:
The relevant findings were published in 1772, in Impregnating Water with Fixed Air
20. By this process may fixed air be given to wine, beer, and almost any liquor whatever: and when beer is become flat or dead, it will be revived by this means; but the delicate agreeable flavour, or acidulous taste communicated by the fixed air, and which is manifest in water, will hardly be perceived in wine, or other liquors which have much taste of their own.
Priestley’s apparatus for experimenting with ‘airs.’
Sunday’s ad is for Rheingold, from 1946. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American theatrical producer, director and founder of the Tony Awards Brock Pemberton. “He was the professional partner of Antoinette Perry, co-founder of the American Theatre Wing, and he was also a member of the Algonquin Round Table.” In this ad, Pemberton explains that producing plays in an unpredictable and inconsistent business, the polar opposite of brewing Rheingold Extra Dry.
Today is Jack Kerouac’s birthday, one of the original beat writers, whose most famous work, On the Road, provided the voice for an entire generation. By all accounts he favored margaritas when drinking, and was quoted as saying “Don’t drink to get drunk. Drink to enjoy life.” After his premature death at 47, he’s continued to be hailed as a great writer. In 1987, John Montgomery compiled and published (through Fels & Firn Press), The Kerouac We Knew, of which only 1500 copies were printed.
It’s a collection of remembrances, essays and photographs about Kerouac, one of which was entitled “Footnotes from Lowell.” It’s apparently written by the Kerouac family’s paperboy, who was only in his teens when Kerouac died. His (or possibly her) mother worked at the local newspaper, the Lowell Sun, and apparently when she worked the night shift, would occasionally give Kerouac a ride home. The author reminisces with the following tale about one of Kerouac’s beer pranks.
One evening, he persuaded them to stop off at Droney’s Pub on Broadway, his favorite, prior to Nicky’s: maybe in December, 1953. At one point he got off a stool and collected all the empty Harvard Ale bottles (brewed in Lowell, now defunct: Kerouac’s favorite beer, in green bottles with a cork). When he had gathered an armful, he re-stoppered them and one by one and slipped them into the old wood-burning Franklin stove in the center of the floor. The few people who did notice him figured he was just stoking the fire (the only source of heat). After he had filled the stove with 15 or 20 bottles he left the lid off and resumed his silent seat at the bar. Within minutes the pub was transformed into a diminutive Pearl Harbor. Kerouac just sat on his stool, surveying his work, laughing like a madman. This is the kind of escapade for which Jack is remembered in Lowell; escapades that poked fun at Lowell people in a loving way.
Apparently Jack Kerouac was known for his pranks, and this was a favorite one. The author speculates that this was his favorite beer, too, but I can’t find any other evidence for that, so who knows? Still, a fun little story.
Sunday’s ad is for Rheingold, from 1953. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features Canadian-born British actress, singer and comedic performer Beatrice Lillie. “She made her West End debut in 1914 and soon gained notice in revues and light comedies, becoming known for her parodies of old-fashioned, flowery performing styles and absurd songs and sketches. She debuted in New York in 1924 and two years later starred in her first film, continuing to perform in both the US and UK. She was associated with revues staged by André Charlot and works of Noël Coward and Cole Porter, and was frequently paired with Gertrude Lawrence, Bert Lahr and Jack Haley. During World War II, Lillie was an inveterate entertainer of the troops. She won a Tony Award in 1953 for her revue An Evening With Beatrice Lillie.” In this ad, Lillie talks about her award-winning show, “An Evening With Beatrice Lillie,” where she promises to “sing your favorites songs, tell my favorite jokes, [and] serve our favorite beer,” which you won’t be surprised to learn is Rheingold Extra Dry.
Saturday’s ad is for Rheingold, from 1941 and 1950. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American tennis champion Don Budge. “He was a World No. 1 player for five years, first as an amateur and then as a professional. He is most famous as the first player, male or female, and only American male to win in a single year the four tournaments that comprise the Grand Slam of tennis and second male player to win all four Grand Slams in his career after Fred Perry, and is still the youngest to achieve that feat. He won 10 majors, of which six were Grand Slams (consecutively, male record) and four Pro Slams, the latter achieved on three different surfaces. Budge was considered to have the best backhand in the history of tennis, at least until the emergence of Ken Rosewall in the 1950s and 1960s.” In this ad from 1941, Don Budge discusses how thirsty he gets after playing multiple sets of tennis, giving him “a man-size thirst!” So after a match he heads for the nearest bar for a bottle of Rheingold Extra Dry.
In this later ad from 1950, he doesn’t want to list the other tennis players he considers the “all-time best players,” but he will reveal his favorite beer, which of course is Rheingold Extra Dry.
He also did another Rheingold ad in 1946.
Friday’s ad is for Rheingold, from 1955. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” In this ad, it features American soprano, entertainer and philanthropist Marguerite Piazza. In this ad, Piazza says she enjoys singing for her supper (she spent her later career working in supper clubs) and that on most tables as she performs she sees Rheingold Extra Dry.
Thursday’s ad is for Rheingold, from 1957. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” In this ad, it features American traditional pop and big band singer, actor, radio and television presenter, and entertainer Vic Damone. “He is best known for his performances of songs such as the number one hit “You’re Breaking My Heart”, and “On the Street Where You Live” (from My Fair Lady) and “My Heart Cries for You” which were both the number four hits.” In this ad, an odd one, Damone explains that he’s “at sea when it comes to navigation,” which I think means he doesn’t know anything about it, but he’s “on course” when doing a variety of other tasks, such as choosing the finest beer, Rheingold Extra Dry.