Monday’s ad is for “Rheingold Beer,” from 1949. 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. Pat McElroy was Miss Rheingold 1949. She was born Patricia Ann McElroy in Victoria, Texas, in 1928, but grew up in Austin. At some point she moved to New York and became a model. After being elected Miss Rheingold, in February of 1949 she married Cliff Lozell, an art director with the prestigious ad agency Young & Rubicom, and the couple later retired to Florida. Pat McElroy Lozell passed away in 2005. In this ad, from April, she’s ducking under an awning, apparently having been caught in the rain. In some more deliciously twisted ad copy, that causes her to think that the weatherman who predicted a dry day was thinking about Rheingold Extra Dry, because of course he was.
Archives for June 20, 2022
Today is the 55th birthday of Forest Gray, co-founder and former president of Speakeasy Ales and Lagers in San Francisco. I first met Forest when Speakeasy first bottled their beer when I was the beer buyer at BevMo. For the last many years, his brewery has made some terrific beers, especially their Big Daddy I.P.A., although the brewery has a new owner and I’m not sure how Forest is spending his time these days. Join me in wishing Forest a very happy birthday.