Wednesday’s ad is for “Rheingold Beer,” from 1948. 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. Miss Rheingold 1948, was Pat Quinlan. I wasn’t able to find out very much biographical information, only that she was possibly born in 1928 in Suffolk County, New York. In this ad, from May, she’s found a monkey who’s apparently trying to imitate Miss Rheingold, but naturally you can’t imitate the beer, at least accordingly to the lazy copywriters.
Archives for May 25, 2022
Today is the 63rd birthday of “Big” Mike Moore. Originally a pharmacist, Mike gave it all up for beer … thank goodness. Mike has been leading beer tours in Europe and a few years ago took over running the judging for, first the California State Fair Commercial Competition, and more recently, the CCBC, the California Craft Brewers Cup, which was sponsored by the CCBA. I’ve gotten to know Big Mike much better over the last few years, judging together on Celebrator Beer News panels, at competitions at The Bistro and other beery events. He’s even stayed with us a few times in our guesthouse, where we’ve introduced him to the pleasures of gin. Join me in wishing Big Mike a very happy birthday.