Sunday’s ad is for “Rheingold Beer,” from 1942. This ad was made for the Rheingold Brewery, which was founded by the Liebmann family in 1883 in New York, New York. At its peak, it sold 35% of all the beer in New York state. In 1963, the family sold the brewery and in was shut down in 1976. In 1940, Philip Liebmann, great-grandson of the founder, Samuel Liebmann, started the “Miss Rheingold” pageant as the centerpiece of its marketing campaign. Beer drinkers voted each year on the young lady who would be featured as Miss Rheingold in advertisements. In the 1940s and 1950s in New York, “the selection of Miss Rheingold was as highly anticipated as the race for the White House.” The winning model was then featured in at least twelve monthly advertisements for the brewery, beginning in 1940 and ending in 1965. Beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. This is the earliest dated ad I could find Miss Rheingold 1942, who was Nancy Drake. Unlike the first two, who were both actresses, I could almost no information about Nancy Drake, apart from that she was born in 1918 and died just last year, and was married for a very long time to someone named Phelps. In this ad she’s posing for a Rheingold Beer ad in a Rheingold Beer ad — how meta! And apparently all that standing around makes her thirsty, so in the second panel the photographer gives her a reward for a job well done: a beer.
Archives for January 9, 2022
Today is the 61st birthday of Marty Velas, who is the owner/brewmaster of Fanatic Brewing in Knoxville, Tennesee. I only recently met Marty at CBC in Nashville, though it’s possible out paths have crossed before, especially since he’s been around for a long while, and started brewing in California around 1979, starting his first pro gig brewing at Alpine Brewing. He’s also brewed for Manhattan Beach Brewing Co., Redondo Beach Brewing Co. Huntington Beach Beer Co. Brewski’s in Hermosa Beach, Fredricksburg Brewing Co. in Texas, Turul Brewing Co. in Szalapa, Hungary and Echigo Landsbrauerei in Niigata, Japan and as the head of brewing operations at Smoky Mountain Brewery. In the 1990s, he consulted for numerous breweries and has trained over 200 successful brewers. He was also “instrumental in establishing the first craft brewery in Japan in 1994.” Join me in wishing Marty a very happy birthday.
Today is the 64th birthday of Mark Dorber, publican extraordinaire. When I first met Mark he was the publican at the White Horse in Parsons Green and we’ve judged together at both GABF and the World Beer Cup several times. More recently, he’s opened a new place a bit further northeast of London in Walberswick, on the Suffolk coast. His new pub is The Anchor. Mark is a terrific champion of cask beer and especially American beer in the UK. Join me in wishing Mark a very happy birthday.