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Archives for January 17, 2022

Beer In Ads #3973: Rheingold Announces Miss Rheingold 1943

January 17, 2022 By Jay Brooks Leave a Comment

Monday’s ad is for “Rheingold Beer,” from December 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 ad from December of 1942 is announcing the winner of the Miss Rheingold contest for that year. Miss Rheingold 1943 was Sonia Gover. She was born in 1921 in Chicago, and married Joseph Gover in 1941, when she was 19. She worked as a model in the New York area and passed away in 1989.

She even made the cover of Life Magazine in November of 1942, a few weeks after being chosen as the new Miss Rheingold for 1943.

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Beer Birthday: Jeff Mendel

January 17, 2022 By Jay Brooks Leave a Comment

left-hand
Today is the 61st birthday of Jeff Mendel, who’s currently with Left Hand Brewing out of Longmont, Colorado. I first met Jeff in Denver when he was one of the founders of Tabernash Brewing, who made on the best wheat beers I’d ever tasted outside of Germany. In 1998, Tabernash merged with Left Hand, and Jeff worked with them for over a decade more. Jeff was, and still is, very active in the brewing world, and also teaches a beer appreciation course through Lifelong Learning, part of the Boulder Valley School District. Join me in wishing Jeff a very happy birthday.

Jeff-Mendel-and-Fred
Fred Bueltmann, from New Holland Brewing, and Jeff at GABF in 2013.

Jeff Mendel for Beer Column
Jeff for a story about his beer appreciation class.

tabernash-staff
Tabernash founders in 1996, from left: BrewMaster Eric Warner, George Barela, Jeff, and Mark Lupa.

Filed Under: Birthdays Tagged With: Colorado

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