Sunday’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. In this ad, from August, they’ve narrowed the field and chosen the six finalists, one of whom will be Miss Rheingold 1949, and are encouraging people to vote for their favorite. The six finalists are Beverly Burton, Joan Murray, Pat McElroy, Louise Hyde, Peggy O’Connor and Ann Lindsay. Who do you think will win?
Archives for June 12, 2022
Today is the birthday of John Hemrich (June 12, 1823-August 24, 1896). He was born in Baden-Württemberg, Germany, trained as a brewer, and came to America when he was 25, and had breweries in New York, Iowa, Wisconsin, but eventually ended up in Washington state, where he founded the Bay View Brewery, which eventually merged with two other Seattle breweries to become the Seattle Brewing and Malting Co.
He’s also the father of Andrew Henrich, Alvin Hemrich, and Louis Hemrich, all of whom worked with other family members on a variety of brewery projects over the years. It’s a complicated story, but Gary Flynn at Brewery Gems is your best bet for understanding it all, and I recommend starting with his biography of John Hemrich.