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Archives for April 7, 2022

Beer In Ads #4052: Miss Rheingold 1946 Plays Golf

April 7, 2022 By Jay Brooks Leave a Comment

Thursday’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 September, she’s just home from vacation, holding her golf clubs in her hand, the result of yesterday’s newspaper ad. She also has a tennis racket on the other hand, so it must have been a very active vacation.

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

Historic Beer Birthday: Leo Van Munching Jr.

April 7, 2022 By Jay Brooks Leave a Comment

Today is the birthday of Leo Van Munching Jr. (April 7, 1926-February 15, 2016). He was born in Rotterdam, The Netherlands, but moved with his family after prohibition. His father, Leo van Munching Sr. started importing Heineken beer under the name “Van Munching & Co., and he and his son built it into a powerhouse imported beer brand. Sales Agents UK has an overview of their business strategy in a short piece entitled Leo Van Munching – The Story of the US Heineken Mogul.

This is his obituary from the San Francisco Chronicle:

Leo Van Munching Jr., whose stewardship of the importing company started by his father made the Dutch-brewed beer Heineken and its low-calorie sibling, Amstel Light, familiar brand names in the United States, died on Sunday at his home in Darien. He was 89.

The cause was heart failure, his son Philip said.

Heineken, which was first brewed in the 19th century, was the first European beer to be shipped to this country after the end of Prohibition. It was Mr. Van Munching’s father, Leo van Munching (the father preferred the lowercase v, the son the uppercase V), who recognized the business opportunity, and persuaded Heineken executives to allow him to represent the brand in the United States.

He arrived from the Netherlands with 50 cases of beer and his young family shortly after the repeal in December 1933 of the 18th amendment to the Constitution that had banned the manufacture and sale of alcoholic beverages. Earlier that year, President Franklin D. Roosevelt had signed the Beer and Wine Revenue Act that legalized (and taxed) beverages containing no more than 3.2 percent alcohol. “I think this would be a good time for beer,” the president declared.

Exports from the Netherlands were curtailed a few years later during World War II, but in 1946, the elder Mr. van Munching established Van Munching and Company as the lone American distributor of Heineken products.

Spurred by the beer’s popularity among American soldiers, who had enjoyed it in Europe, and by an advertising campaign that underscored its cachet as a foreign beer, sales were brisk. In 1951, The New York Times reported that sales of Heineken in the United States totaled more than 4.6 million bottles, an increase of 49 percent from 1950, a period when beer sales as a whole increased by only 1.2 percent.

That was just about the time that the younger Mr. Van Munching went to work for the company, shortly after graduating from college in 1950. He worked closely with his father for a quarter-century, establishing regional offices and, through advertising and marketing, helping to lift American recognition of the Heineken brand.

The Van Munching name grew in prominence as well, largely because of radio ads for Heineken that closed with an announcer saying: “Imported by Van Munching and Company, New York, New York.” By the mid-1970s, Leo Jr. was running day-to-day operations; he was officially named president in 1980.

By then, Heineken had been the best-selling imported beer in America for eight years, and according to Advertising Age, in 1979, it accounted for a whopping 41 percent of all imported beer sales in the country. Under Mr. Van Munching, the family company introduced other brands to the United States (including Grizzly, a Canadian-brewed beer, whose radio ads featured a not terribly well-known comedian named Jerry Seinfeld).

But perhaps more significantly, he increased Heineken product sales: He persuaded Heineken, which had bought the Amstel brewery, then in Amsterdam, in 1968, to begin producing a low-calorie beer for export; it arrived in the United States as Amstel Light in the early 1980s, initially marketed with women as a target.

Beginning in the mid-1970s, he marketed Heineken with television advertising for the first time, focusing on the beer’s distinctive green bottle and a slogan promoting its documented popularity: “America’s No. 1-selling imported beer.”

By the late 1980s, fending off a challenge from Mexican beers that were being marketed to younger drinkers — by then, the decade had minted (and named) a new demographic, yuppies, who gravitated to trendy imports — Heineken changed its advertising direction, which was focused by a tagline: “When you’re done kidding around, Heineken.”

Mr. Van Munching sold his company to Heineken in the early 1990s (he ran it for them until 1993), and when he left, it was still the leading American import. By 1997, however, Heineken had yielded the top spot to Corona Extra. As of 2015, it had yet to reclaim it.

Mr. Van Munching was born in Rotterdam, the Netherlands, on April 7, 1926. His father had been a ship’s steward for the Holland/America cruise line before he began importing beer. His mother was the former Maria Molt.

The family lived in Weehawken, N.J., where Mr. Van Munching attended high school. He joined the Navy, serving in Hawaii at the end of World War II. Afterward, he studied business and management at the University of Maryland on the G.I. Bill of Rights.

In later years, among his many philanthropic donations were gifts totaling $11 million to his alma mater, where Van Munching Hall is the home of the Robert H. Smith School of Business.

And this obituary is from his hometown paper of Darien, Connecticut, the Darien Times:

Leo Van Munching, Jr., who guided Heineken’s decades-long dominance in the US imported beer market, died February 14th after a long illness. The Darien resident was 89.

Born in 1926 in Rotterdam, the Netherlands, Leo and his family immigrated to the United States upon the repeal of Prohibition in 1933. His late father, Leo, Sr., came as a representative of the Heineken brewery and eventually established the independent Van Munching & Company as the sole US importer of Heineken brands.

Leo served as a ‘Seabee’ in the 35th Special Naval Construction Battalion on Oahu, Hawaii from 1944 to 1946. Upon discharge from the Navy, he enrolled in the University of Maryland on the G.I. Bill, earning a degree from the College of Business and Management in 1950.

He then went to work for Van Munching & Company, establishing regional offices in major markets around the country and developing both the brand imagery and the distribution network that led to Heineken’s preeminence in the expanding imported beer segment. He married Margaret (Peggy) Pratt in 1953, and moved his quickly growing family to Chicago and Los Angeles before settling in Connecticut, where he took over as president of Van Munching & Company. He remained in that role until his retirement in 1993.

During his time with Van Munching & Company, no other brand approached Heineken’s position as the largest-selling imported beer. After cajoling the Heineken Brewery to create a low-calorie version of its Amstel brand, Leo guided Amstel Light to the top sales spot in the imported light beer segment.

In recognition of his outstanding contributions and personal dedication to US-Netherlands trade relations, and his promotion of goodwill for the Netherlands in the United States, the Dutch government honored him with The Order of Orange-Nassau in 1982. Six years later, the Netherlands Chamber of Commerce in the US also recognized his role in the expansion of trade between the two countries, presenting him with the George Washington Vanderbilt Award.

Leo’s efforts as a philanthropist – often anonymous – were substantial and far-reaching. Many of his contributions were made out of appreciation for the opportunities he and his family enjoyed in America. He became involved in the restoration of the Statue of Liberty in honor of his mother, Mia, who he said was greatly affected by seeing the statue as an arriving immigrant.

He donated Van Munching Hall, home of the University of Maryland’s Robert H. Smith School of Business, in part to thank the university for its kind treatment of the veterans of World War II. In addition to building the home for the University of Maryland’s business school, Leo was a member of the school’s Dean’s Advisory Council, an honorary trustee of the University of Maryland College Park Foundation Board, and in 2012, was given the Tyser Gottwals Award in honor of his outstanding service to the university.

Leo’s fervent commitment to supporting education led him to a long-standing relationship with Kolbe Cathedral High School in Bridgeport. His support of that school, both as a benefactor and member of the Advisory Board, prompted the Diocese of Bridgeport to honor him with the Order of St. Augustine Medal of Service in 2012. He and Peggy were also strong supporters of the St. Margaret Mary School in the Bronx.

Closer to home, Leo and Peggy established the Van Munching Rehabilitation Unit at Stamford Hospital, which helps people with chronic or disabling illnesses or injuries restore their mobility and independence. The excellent care he received at the New York Hospital/Cornell Medical Center prompted Leo to make a founding donation to the Margaret M. Dyson Vision Research Institute. Leo was also a leadership donor to the construction of the new Darien Library, which opened in 2009. He was an active supporter of several Darien-based charities, and a member of the Wee Burn Country Club.

This plaque hangs at the University of Maryland, Van Munching’s alma mater, which he attended after World War 2.

Filed Under: Beers, Birthdays Tagged With: Connecticut, Heineken, Imports, The Netherlands, United States

Beer Birthday: Alex Puchner

April 7, 2022 By Jay Brooks Leave a Comment

bjs-new
Today is the 61st birthday of Alex Puchner, who’s the Senior Vice President of Brewing Operations, and its first brewmaster, for the BJ’s Restaurant Brewhouse chain. He started with the chain in 1996, a co-founder, when they built their first brewpub. Alex had been homebrewing for a decade before that first brewery. There now have 174 locations in 23 states, although they backed away from their brewpub model and contract most of their beer, but have added lost of guest taps and good bottled imports, including a great selection from Belgium. Alex has been very active over the years in the beer community and the CCBA, and has been great for beer in California, providing many people’s first introduction to craft beer with BJ’s. Join me in wishing Alex a very happy birthday.

Greg Hall and Alex Puchner
Alex with Greg Hall, formerly with Goose Island, during a visit to San Francisco a few years ago.

Alex-Puchner-1
Alex in the brewhouse (Note: purloined from Facebook).

Filed Under: Birthdays, Just For Fun Tagged With: California, Los Angeles, Southern California

Historic Beer Birthday: Charles Duff

April 7, 2022 By Jay Brooks Leave a Comment

ireland

Today is the birthday of Charles Duff (April 7, 1894–October 15, 1966). He was primarily known as “an Irish author of books on language learning,” although his most famous book was “A Handbook of Hanging,” which also covered “electrocution, decapitations, gassings, innocent men executed and botched executions.” He was an interesting, eclectic person, to say the least, and a couple of years ago Gary Gillman did a nice job summarizing his quirky life in a post entitled “Charles Duff on the Circa-1950s Irish Pub.”

charles-duff
Charles Duff.

But he also wrote a few travel guides, including one called “Ireland and the Irish,” published in 1952. In it, he starts with Irish history and its folklore, in fact spending nearly 100 pages of the 282-page book, before actually suggesting what the reader should see in Ireland.

ireland-and-the-irish

Duff also had a lot to say about beer in Ireland at the time, and it’s fascinating to see his views over 75 years later. Gillman also analyzes his writing historically and reprints some of his great writing, and you should read that, too, but I’m also sharing my favorite passages from Duff regarding the beer.

Duff-ireland-1

In discussing Dublin, Duff attempts to provide an image of the typical modern Dublin pub, and describes a place I’d certainly like to visit.

The atmosphere is cocktailish, the seats are most comfortable, the carpets soft. I did not find the drinks or service any less efficient, nor, I must say in fairness, any more efficient than in the old days when, before Dublin was really awake in the morning, a kindly and sympathetic barman diagnosed your hangover and might prescribe, as he did for me on one occasion, a seidlitz powder, telling me not to drink anything alcoholic before noon, when he recommended a dozen oysters and a bottle or two of stout “to settle the inside and get back the feelings of a Christian.” Today the atmosphere is convivial and friendly, and you will get a good drink there. But when you go out into the street you will not have the feelings we had after a session there. I think the main difference is that in the old days the drinkers in ‘Davy Byrne’s’ had a higher opinion of one another than they have now. And in the old days you sat on any sort of old chair with a pint in front of you on a very plain table and knew that there was no other pub quite like this. It is almost ill- mannered to make the comparison, and perhaps unfair to the present house which, after all, is not responsible for the age in which we live.

Another interesting insight about Dublin, is that you should read some Joyce before your visit.

 It is not a bad preparation for a visit to Dublin to read James Joyce’s Dubliners, Portrait of the Artist as a Young Man, and Ulysses—in that order if you have not already read Joyce. On your second visit, or perhaps on some later occasion, you can have a try at Finnegan’s Wake, which a Dublin friend assures me is best read by moonlight as you lean over one of the Liffey bridges, and preferably while in that state of imaginative gestation to which a reasonable consumption of the wine of the country—Guinness’s Stout—is conducive. But you will not need any of this preparation to tell you that Dubliners are not always easy people to understand, and experience of Ireland can lead you to the conclusion that it is more difficult to grasp and analyse the mentality of the Dubliner than of any other kind or class of native. For one thing, Dubliners are a more mixed breed than you will find anywhere in Ireland, because Dublin has been a cosmopoli- tan community longer than any other in Ireland. This ‘town of the ford of the hurdles’ had its original Picts, Celtic Irish, its Norsemen, its Normans and then its English as the principal elements in its ethnic constitution. It has also had a generous sprinkling of the adventurous; and of the adven- turers, military, political and commercial, who invariably find their way to promising territories. In Dublin you will find surnames which come direct or are derived from those of almost every country and race in Europe; one cannot say this of any other Irish city or town.

Duff’s other travel guide was called “England and the English,” in which he followed a similar format as his Irish guidebook. This one was published a few years later, in 1955. Gillman also analyzes Duff’s English writing, too, in a two-part post entitled Charles Duff Eulogises the English Pub – Part I, which primarily provides context and background to the 1950s climate in which Duff was writing. But in Part II he tackles Duff’s take on the Eglish pub.

england-and-the-english

But I’m more interested in just sharing his stories. Like his previous work, it is filled with interesting anecdotes about like in England, with this one from an experience in World War II involving beer and cider being particularly funny.

By way of final warning, I can tell of an episode I am not likely to forget. There was a shortage of beer in the last years of the Second World War when I was staying at the cottage in Devon. That did not greatly worry local people; they drank their local cider. But very often the American troops stationed in the neighbourhood suffered distress from the lack of alcohol and (I suspect, somewhat to their disgust) were driven back on cider, which they contemptuously regarded as a soft drink 1 Friendly patrons of the pub advised them to ‘take it easy’ until they got used to it. But those hearties just laughed, possibly regarding the civilian adviser as needlessly timid; and they just went ahead. At about the third mug the fun began then the cider started to have effect. Another mug or two and the balloon went up. The usual effects of strong alcohol were felt : in this case of an alcoholic beverage to which those strong, healthy men were quite unaccustomed. We all felt sorry for them, and for their poor heads next day. And as, one by one they rolled off, the locals smiled and called for another mug saying: “Don’t it just show ‘ee !”

My friend would often reminisce and philosophize about cider, telling me that farm-workers used to have little barrels (he later showed me his; it held about a pint and a half) which they took with them to their work, but that the young genera- tion know nothing of this. He thought that modern cider is better and purer than that of his youth. He had known of men who drank themselves to death on cider, but insisted that this is rare; because, he said, cider is one of those rare drinks which carries its own safety-point and, when that point has been reached depending on the drinker’s capacity and head there is no inclination to drink any more. “How very con- venient!” the conservative drinker will say. The illustrious may comment: “How awful! ” There it is.

Duff discusses pubs more generally when covering the “prosperous market-town of Bishop’s Stortford (about thirty miles from London) is on the River Stort, which forms the boundary with Essex.”

It was precisely this easy-going atmosphere which I liked about Bishop’s Stortford. With it goes a great variety of friendly pubs Herts is a good county for beer some of which confront the traveller unexpectedly, and inside are found to be just the sort of typical little country pubs one reads about. You can find a pub almost anywhere in the town. There are the major houses such as the ‘George* and the ‘Chequers’, but I felt attracted by old names such as:

  • The Feathers
  • The Falcon
  • The Anchor
  • The Swan
  • The Grapes
  • The Reindeer
  • The Boar’s Head
  • The Half Moon
  • The Rising Sun
  • The Castle The Royal Oak
  • The Bull
  • The Fox
  • The Bricklayers’ Arms

most of them with their colourful, interesting signs. The names I have listed do not exhaust the possibilities of Bishop’s Stortford, and merely represent what I recall easily. The little ‘Bricklayers’ Arms’ on the road to Hadham had just received a fresh coat of paint the last time I was there. I thought it looked a very beautiful little pub from outside. Inside I was not disappointed: the beer was delicious, and Mrs. Morgan, the landlady, a great personality whom I am not likely to forget.

I should like to dwell on these pubs, some of which are very old, because of their importance as an institution of considerable import in the social fabric of this country. Hertfordshire, and, indeed, all of this eastern area, can provide examples of more than ordinary interest. At St. Albans there is the ‘Fighting Cocks’, which is said to be the oldest inhabited licensed house in England. Thomas Burke mentions A.D. 795 as the date of its foundation. “The traveller by car who takes the Great North Road the historic highway linking London with Edinburgh will come upon many pub signs which will inevitably attract his attention and often make him stop for a closer scrutiny. A little conversation with landlords and know- ledgeable local people will quickly show that the English public-house (as we usually call it now), with which one may include the terms ‘inn’ and ‘tavern’, embraces a vast social his- tory that can be traced back to Saxon times. For over one thou- sand years the house which provides food and drink for the traveller and wayfarer, and a centre or dub for local people, has been a part of English life. If I have not mentioned the subject until now, it is not because other areas of England are less rich in public-houses than this eastern part, but merely that it falls in more conveniently at this stage. What I say about the pubs here can be paralleled for most parts of England and, as it is, I can deal with it only in the most summary way. Take, for example, the ‘Letchworth Hair at Letchworth, formerly a manor-house and, some may say, too much of an hotel to be considered as a ‘typical’ pub. It is mentioned in Domesday Book. And the ‘Sun’ at Hitchin, which was used by the Parliamentarians during the Civil War (1642-1648), and, in 1745, was the place in which North Hertfordshire men enrolled for the Resistence Movement that was to face the advancing army of the Pretender. Some of these old buildings are architecturally and artistically extremely interesting, externally or internally, and sometimes in both senses. As we move northwards, a slight detour takes us to Buckden and Huntingdon, both in Huntingdonshire. The first town has the ‘Lion’ with a lounge beautifully adorned by some magnificent oak beams; the second town has the ‘George’, with its long frontage and a lovely row of fifteen windows. Stilton, where one of the world’s great cheeses is made, has the ‘Bell’ dating back to the spacious days when men travelled on horseback, more often than not in companies in order to be able to cope with the activities of such gentry as Dick Turpin. Lincolnshire has some noteworthy houses: the ‘George’ at Stamford where, in 1746, William Duke of Cumberland put up after his victory over Bonnie Prince Charlie at Culloden; and the curiously named ‘Ram Jam Inn’, a haunt of Dick Turpin and his men. At Grantham there is another ‘George’, visited by Charles Dickens in 1838 and about which he wrote to his wife, “. . . the most comfortable inn I ever put up in”. In Grantham there is also the ancient ‘Angel and Royal’ with seven hundred years of history behind it and originally a favourite house of the Knights Templars. Kings held their courts there; the present building dates from about the middle of the i4th century. These few dips will indicate the scope of the subject, but I think I have said sufficient to show the reader that the English pub is a very old, very strong institution and in every way worthy of his attention. I have never yet entered a pub, however humble, from which I did not emerge refreshed in mind and body, and I think that a good argument could be put up in favour of the pub as the most characteristic institution of the people of England: of the men, that is, for it is only in comparatively recent years that women are frequenting licensed premises with the approval of the younger generation of men, of course, but often with the strong disapproval of old regulars. To these it is unbecoming to the spirit and atmosphere of their club that lively and frivolous girls the more attractive they are, the worse it is ! often in slacks or even shorts, should lower the serious tone of the establishment with their disconcerting jazzing, crooning and giggling. This little survival of Puritanism is quickly passing and in many places no longer exists. It will soon be gone. The pub will survive by adapting itself to the social environment: as it always has done in the past.

He also stresses that one should never discuss politics or religion in a pub, good advice now as then.

Again it comes back to the desire for political stability, for if there is one thing that the English have learnt by bitter experience, it is that nothing can cause greater disturbances than religion, especially when used for a political end. A man’s religion is his own affair. Hence, in conversation it is never even discussed! The unwritten law of the English pub is: No religion.

Duff-hanging
Still his most famous work.

Filed Under: Birthdays, Just For Fun, Related Pleasures Tagged With: England, Ireland, Language, Pubs, Writing

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