Saturday’s ad is for “Rheingold Beer,” from 1946. 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, which ran in December, is introducing the new Miss Rheingold for 1946, Rita Daigle.” She was born in New York, July 31, 1927, and started modeling when was seventeen (lying about her age) and was Miss Stardust of 1944 and Queen of the 1945 Photographers Ball. The same December she was crown Miss Rheingold, she married a well-known singer, Jimmy Saunders, who sang with Harry James, among others, and co-wrote songs with Frank Sinatra. Her modeling career both before and after 1946 was fairly robust, with her appearing on the cover of such magazines as Cosmopolitan, Life and Vogue. In this ad, from July, she’s on horseback, dressed the part, and it looks like she’s at some kind of dude ranch. It’s apparently easy to make friends with a horse. All it takes is a little sugar. But to make friends with a beer drinker is even easier. Just come up to them with a beer in your hand, and give it to them.
Archives for April 2, 2022
Today is the birthday of Karl Frederick Schuster (April 2, 1890-November 4, 1976). He was born into a brewing family, and worked in several Bay Area breweries until prohibition, during which time he continued working with beer people though making cereal products. When prohibition ended, he was named president of Acme Breweries.
Our subject’s grand-father, Frederick Schuster emigrated from the Alsace upon hearing of the California gold rush and made his way to the placer mines in Plumas County.
In the early 1850s he started a family and failing to strike it rich, he established a small steam beer plant, one of the first in California. The Pacific Coast Directory for 1867 lists the La Porte Brewery, F. Schuster, proprietor. When the placer mines played out Frederick relocated to San Francisco, and in 1870 he purchased the American Railroad Brewery. When Frederick died, his son Frederick Paul Schuster took control of the Brewery, and in 1902 he merged it with the Union Brewing & Malting Company. The American Railroad branch of the new company operated for two more years, and was then closed. Frederick became the vice president of the Union Brewery.
Frederick Paul’s son, Karl F. Schuster, continued the family tradition in brewing. In 1908 he started as an apprentice, drawing his first pay check from the Union Brewery, which had abandoned the manufacture of steam beer and entered the lager beer field in 1903. While Karl was learning all aspects of the trade, the brewing industry in San Francisco was undergoing many changes – in part from the effects of the ’06 earthquake, but also from the influx of brewers escaping early Prohibition in their home states.
Karl Schuster remained president of Acme Breweries until it was sold in January 1954. He died in November 4, 1976.
Today is the birthday of Edward John Birk (April 2, 1867-April 22, 1940). Edward was the son of Jacob Birk, who co-founded Chicago’s Wacker & Birk Brewing Co. When Jacob retired, he bought the Corper & Nocklin Brewery for his sons, renaming it the Birk Bros. Brewing Co. Edward and his brother William ran the brewery through Prohibition, and it successfully reopened after repeal, and continued until closing on September 15, 1950.
That’s definitely famed Prohibition agent Eliot Ness in this photo (at the far end of the table, on our left) and it’s possible that the man next to him was Edward J. Birk during his trial in 1922, during prohibition.
The New York Times reported on the case in 1922:
FIRST BREWERY TRIAL ENDS IN AN ACQUITTAL
E.T. Birk of Chicago is Freed by a Jury of Charge of Transgressing Voltead Act.
A precedent was established in the Federal Court here today when a jury before Judge Wilkerson acquitted Edward J. Birk, president of Birk Brothers’ Brewery, who was accused of aiding in the manufacture and sale of beer of illegal alcoholic content.
The acquittal came after a four-day trial. When the case started F.J. Birk, Vice President of the brewery; F.J. Wetzel, shipping clerk, and Leonard Dressler, brewmaster, also were on trial. The cases against these defendants were dismissed because the Government found that its witnesses had vanished. [my emphasis]
This was the first case tried here before a jury in which officials of a brewery were accused of violating the law….
The jury reached a verdict after three and a half hours’ deliberation. When the verdict was read Birk walked up to the jury box and announced in a loud voice: “Gentlemen of the jury, I want to thank you from the bottom of my heart.” He then turned to the Judge and said, “And I want to thank you, too, Judge Wilkerson.”
While a controversy was pending over taxes claimed by the Internal Revenue Department a squad of prohibition agents sent from Washington in the Spring of 1921 raided loop saloons and seized twenty-five barrels of Birk Brothers beer.
The brewery was closed by the Government and remained closed until April of this year, when at a hearing of forfeiture proceedings instituted by the Government, it was turned back by Judge Carpenter to its owners.
Can’t you just hear the theme song from The Untouchables in the background?”
Here’s some biographical info from “Historical Review of Chicago and Cook County and Selected Biography,” by A.N. Waterman:
Birk, his father having been born in Germany and being in early manhood a harnessmaker. He came to Chicago in 1854, prospered in trade and business, and for many years conducted a hotel on West Lake street. In 1881 he became associated with Fred Wacker & Son, then engaged in the malting business, and in the following year became associated with the firm in brewing operations under the firm name of the Wacker & Birk Brewing Company. In 1891 the business was sold to the English corporation, the Chicago Breweries, Limited, and Jacob Birk and his two sons, William A. and Edward J., incorporated the Birk Brothers’ Brewing Company. Since the founding of the company, at that time, William A. has been president and Edward J. Birk, secretary and treasurer. The basis of the complete and extensive plant was the Corper & Nockin brewery, purchased in 1891, and since remodeled and enlarged. The elder Birk retired from his connection with the business in 1895.
And here’s another account, from the “History of Cook County, Illinois,” published in 1909:
Birk Brothers Brewing Company delivery wagon on Belmont Avenue, around 1895.