Thursday’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 September, she’s sitting with a pack of “brown-eyed beagles” in a riding outfit ready for the hunt. But apparently she no longer needs the dogs when she’s hunting for a beer. Somebody got a paycheck and was probably quite pleased wwith themselves when they came up with that tortured association.
Archives for June 2, 2022
Today is the birthday of English novelist and poet Thomas Hardy (June 2, 1840-January 11, 1928). Hardy is best known for his novels Far from the Madding Crowd (1874), The Mayor of Casterbridge (1886), Tess of the d’Urbervilles (1891), and Jude the Obscure (1895).
So what does he have to do with beer. Well besides mentioning it in his work, it’s because there’s a Thomas Hardy Ale that was originally created in 1968 by the Eldridge Pope Brewery to commemorate the 40th anniversary of Thomas Hardy’s death, which happened to coincide with the renovation of a pub in Dorchester named for one of Hardy’s novels, the “Trumpet Major,” first published in 1880.
The 1968 nip bottle.
There’s a great quote in the book, which describes a beer, and that was what they used as inspiration to create the beer that bears Hardy’s name. A portion of the quote was on the original 1968 label, but here’s a fuller version of it.
“It was of the most beautiful colour that the eye of an artist in beer could desire; full in body, yet brisk as a volcano; piquant, yet without a twang; luminous as an autumn sunset; free from streakiness of taste; but, finally, rather heady. The masses worshipped it, the minor gentry loved it more than wine, and by the most illustrious county families it was not despised. Anybody brought up for being drunk and disorderly in the streets of its natal borough, had only to prove that he was a stranger to the place and its liquor to be honourably dismissed by the magistrates, as one overtaken in a fault that no man could guard against who entered the town unawares.”
Eldridge Pope created “an ale matured in oak casks, very strong, capable of improving better taste with age.” After the first vintage in 1968, beginning in 1974 the second was brewed and a vintage-dated version was made each subsequent year until 1999.
Another brewery, the O’Hanlon Brewery, picked up brewing Thomas Hardy Ale in 2003, and produced annual versions until 2008. Unfortunately, they went bankrupt in 2011, and reopened later as the Hanlon Brewery.
One of the last vintages, from 2007.
First produced in 1968, Thomas Hardy’s Ale is barley wine produced just once yearly, with annual vintages in limited quantities. It quickly became an icon among beer and took on legendary status due to its sudden disappearance. Now, the legend is back…
1968 bottle of Thomas Hardy’s Ale“At the moment, all rights are in the hands of the American importer George Saxon, who – we hope – won’t take long putting Thomas Hardy’s back on the market”, as stated by Adrian Tierney-Jones to conclude his comment on Thomas Hardy’s Ale in the book “1001 Beers You Must Taste Before You Die”. In the words of one of the most famous Anglo-Saxon beer writers, we can clearly perceive a bit of melancholy for the disappearance of Thomas Hardy’s Ale from the global market.
Why such melancholy? Each day, worldwide, tens or even hundreds of thousands of bottles of various beers are produced, yet Thomas Hardy’s was unique. A real, proper icon of beer drinking, almost a cult object.
The beer was created way back in 1968 with one clear intention: to commemorate the fortieth anniversary of the dead of the brilliant writer Thomas Hardy, author of “Tess of the D’Urbervilles” and other important novels. In an equally famous tale, “The Trumpet Major”, Hardy spoke of a strong Dorchester beer, defining it “the most beautiful colour an artist could possibly desire, as bright as an autumn sunset”…
The Eldridge Pope brewery decided to try and create that beer Hardy mentioned in his writing. It had to be a special beer, with a high alcohol content, a consistent and sensuous body and long lasting and resilient aroma, or rather, capable of lasting over time (25 years, according to the brewery). Beer created for big occasions and therefore only produced once a year, left at length to mature in wood and lastly, brought to light in numbered bottles, with the year of production, the batch and the quantity produced clearly visible.
Thomas Hardy’s Ale quickly became hugely famous. The quality of the product combined with its exclusivity was an explosive mix. The individual years soon became the object of vertical tastings, like those held for important Langhe or Bordeaux wines and prices went sky high. However, producing Thomas Hardy’s was very expensive and making it meant sacrificing time and means for beer intentionally produced in limited quantities. In 1999 Eldridge Pope ceased production and, for the first time, Thomas Hardy’s appeared to have been confined to memory or auctions. Its disappearance, however, further reinforced its fame and lovers of this stylish leader of barley wines called for its return. And Thomas Hardy’s was back.
This time, starting in 2003, the O’Hanlon brewery created it. The same recipe, same immense work and the same exclusivity. Another six, prestigious years followed for a beer by now renowned around the world. Yet, for a second time, this excellent beer disappeared. And this time…
Forever? No, the good news is that Thomas Hardy’s Ale is to be revived in all its greatness, while maintaining all its extraordinary and unique peculiarities: vintage production is on English soil with limited quantities produced, its slight hints of dark fruit, turf and roast malt and its flavour that at times recalls a fine port or quality brandy.
The 1990 vintage bottle.
It was one of the earliest modern beers to be vintage dated, at least it’s one of the earliest I’m aware of. The earliest year I’ve tasted in 1977, and I was lucky enough once to do a vertical tasting of several vintages of the barley wine. I still have a few bottles from the early 1990s, including a 1990 bottle, in my cellar. I’m waiting for the perfect time to share them.
As for the future, it’s apparently coming back yet again, this time by an Italian brewery. Patrick Dawson wrote about it in April for Craft Beer & Brewing magazine, with an article entitled The Rebirth of Thomas Hardy Ale.
Thomas Hardy in 1911.
Today is the birthday of Menno Olivier, founder and brewmaster of Brouwerij De Molen. The brewery was founded in 2004 in Bodegraven, the Netherlands. While I don’t think we’ve met yet, I have enjoyed many, many of his beers, and we are Facebook friends, at least. Join me in wishing Menno a very Happy birthday.
NOTE: All photos purloined from Facebook.
Today is the 38th birthday of Tyler Smith, who is the owner and brewmaster of Cooperage Brewing Co. in Santa Rosa, California. He’s originally from Southern California but moved to Sonoma County over ten years ago, where he continued homebrewing and working beer bars and retail before opening Cooperage in 2015. I’ve been to the brewery taproom several times, and always enjoyed Tyler’s beers. Join me in wishing Tyler a very happy birthday.
Today is also the birthday of Atlanta Journal-Constitution beer columnist Bob Townsend. Although he wouldn’t tell me how old he is when I met him in Boston several years ago, I suspect it’s because he’s even older than me. Regardless, we hit it off immediately; kindred souls, to be sure, and have since traveled together on numerous press junkets. Join me in wishing Bob a very happy birthday.
After judging the finals for the Longshot Homebrew Competition in Boston. From left: Jason Alstrom (from Beer Advocate), Tony Forder (from Ale Street News), Bob, Jim Koch (founder of the Boston Beer Co.), yours truly, Julie Johnson (from All About Beer magazine), and Todd Alstrom (also from Beer Advocate).
Today is my good friend Melissa Myers’ birthday. Though now several years ago, her most recent brewing gig was at Drake’s Brewing in San Leandro, California. She’s also brewed at Pyramid, Ross Brewing and Magnolia, among others, but now she owns and operates her own beer bar in Oakland, The Good Hop. There’s a stool there with my name on it, and after several years I finally took it out for a spin. Join me in wishing Melissa a very happy birthday.
Arne Johnson, of Marin Brewing, and Melissa at the Boonville Beer Festival several years ago.
Melissa in high school, believe it or not. At a Super Bowl party she threw, Melissa made the mistake of showing me this photo while I had my camera in my hand. I snapped a quick picture of it in the photo album, which is why is looks out of proportion and a little fuzzy. I had to seriously crop it and straighten it out and generally fix it up. But I think the effort was worth it, don’t you?