Monday’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 again posing for a Rheingold Beer ad, this time in a military uniform, in a Rheingold Beer ad, and apparently all that standing around has given her “a real man-sized thirst,” so again in the second panel the photographer gives her a reward for a job well done: a beer.

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.

Saturday’s ad is for “Rheingold Beer,” from 1941. 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. In later years, there are ads introducing the next Miss Rheingold with much fanfare, but this is the only one I could find for Miss Rheingold 1942, who was Nancy Drake. She’s mentioned in this ad from December 14, 1941 as Miss Rheingold for 1942 along with four other people and the headline: “Why do these famous folks all come up with the same answer?” 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.

Friday’s ad is for “Rheingold Beer,” from 1941. 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 first ballot I could find, with six finalists vying to be Miss Rheingold for 1942. They got an early start, as this ad is dated October 12, 1941. Interestingly, one of the finalists is last year’s Miss Rheingold (or rather this year’s) Ruth Ownbey. Then there are five more: Marion Whitney, Nancy Drake, Peggy Tippett, Helen Mueller and Elyse Knox. In the center is the ballot information, with the tagline “Want to give a pretty girl a great big break? Help her become Miss Rheingold 1942.” The text claims you can vote in 30,000 taverns in the New York area. It also mentions the winner will receive $1,500 cash plus a modeling contract for the year to be in the Rheingold Beer ads. Who do you think will win?

Thursday’s ad is for “Rheingold Beer,” from 1941. 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. But according to another account, it was initially the idea of the management team for Spanish-American actress and model Jinx Falkenburg who convinced the brewery to make her the first Miss Rheingold. But beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. The second Miss Rheingold Girl was Ruth Ownbey. She was also an actress and model, and her first film was “Du Barry Was a Lady” in 1943. After marrying, she became Ruth Valmy and appeared in small roles in numerous pictures. In this ad, she’s apparently posing for a photograph to be used as Rheingold Beer poster, and it’s dated May of 1941.

Wednesday’s ad is for “Rheingold Beer,” from 1941. 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. But according to another account, it was initially the idea of the management team for Spanish-American actress and model Jinx Falkenburg who convinced the brewery to make her the first Miss Rheingold. But beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. The second Miss Rheingold Girl was Ruth Ownbey. She was also an actress and model, and her first film was “Du Barry Was a Lady” in 1943. After marrying, she became Ruth Valmy and appeared in small roles in numerous pictures. In this ad, she’s bursting through a heart, which leads me to believe this was likely a Valentine’s Day ad.

Tuesday’s ad is for “Rheingold Beer,” from 1941. 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. But according to another account, it was initially the idea of the management team for Spanish-American actress and model Jinx Falkenburg who convinced the brewery to make her the first Miss Rheingold. But beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. The second Miss Rheingold Girl was Ruth Ownbey. She was also an actress and model, and her first film was “Du Barry Was a Lady” in 1943. After marrying, she became Ruth Valmy and appeared in small roles in numerous pictures. In this ad, she’s again on a boat and still wearing her Naval cap. But this one looks more like a sailboat than a battleship.

Monday’s ad is for “Rheingold Beer,” from 1941. 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. But according to another account, it was initially the idea of the management team for Spanish-American actress and model Jinx Falkenburg who convinced the brewery to make her the first Miss Rheingold. But beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. The second Miss Rheingold Girl was Ruth Ownbey. She was also an actress and model, and her first film was “Du Barry Was a Lady” in 1943. After marrying, she became Ruth Valmy and appeared in small roles in numerous pictures. In this ad, she’s in a Naval uniform and on what looks like a battleship and then relaxing with a beer afterward, a common format for Rheingold ads at the time.

Sunday’s ad is for “Rheingold Beer,” from 1940. 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. But according to another account, it was initially the idea of the management team for Spanish-American actress and model Jinx Falkenburg who convinced the brewery to make her the first Miss Rheingold. But beginning in 1941, the selection of next year’s Miss Rheingold was instituted and became wildly popular in the New York Area. This one features Jinx Falkenburg in a fairly standard ad for the time, unlike the Miss Rheingold formula ads that would follow. This one shows her modeling all day in the glare of the hot lights, which makes her thirsty, followed by a second photo where she’s relaxing with a beer afterwards.