Saturday’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 July, she’s standing on the beach and fishing.
Archives for June 25, 2022
Today is the 54th birthday of Andy French, former brewmaster at Southern Pacific Brewing in San Francisco, one of the new wave of breweries that opened in the city a few years ago. I first met Andy when he brewed at Speakeasy, and after that would see him from time to time at Zeitgeist, though he first started brewing back East in the DC area. When his roommate Chris Lawrence, who also worked for Speakeasy once upon a time, decided to open his own brewery, he tapped Andy to work the mash paddles, and things had been going great since they opened a few years ago, though I’ve heard Andy is now back doing shifts at Zeitgeist. Join me in wishing Andy a very happy birthday.