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Archives for July 5, 2022

Beer In Ads #4138: Miss Rheingold 1949 Roars For A Score

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Tuesday’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 November, she’s attending a football game, but doesn’t seem to invested in who wins. She’ll apparently “roar for a score no matter who it’s for.”

Historic Beer Birthday: Alfred Marti

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Today is the birthday of Alfred W. Marti (July 5, 1886-November 22, 1977). He was born in Saint Paul, Minnesota, and was the son of George Marti and Emma Schell, whose father founded August Schell started the Schell’s Brewery in 1860 in New Ulm, Minnesota. Schell’s Brewery is still in business today, and is still owned by the family who started it. “It is the second oldest family-owned brewery in America (after D. G. Yuengling & Son) and became the oldest and largest brewery in Minnesota when the company bought the Grain Belt rights in 2002.” A pharmacist by trade, when August’s son Otto, who had been running the brewery after his father died, also died suddenly in 1911, George stepped up and became the manager and president of the brewery. He thought it would be temporary, but he remained at the brewery for the rest of his life, and in 1934 when he passed away, his son Alfred took over for him. He remained in charge of the brewery until 1969, when his son Warren took over for him.

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This account of the Schell Brewery under Alfred Marti is from the “Land of Amber Waters: The History of Brewing in Minnesota,” by Doug Hoverson:

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This portion of a history of the August Schell Brewery, from Funding Universe, mentions Alfred Marti and his role in the company:

The next generation, represented by Alfred Marti, took over brewery management in 1934 after George Marti passed away. The younger Marti added entertainment to the brewery’s local allure by establishing the Schell’s Hobo Band, which still performs in the community today. In 1969, Alfred Marti retired, passing on leadership to his son Warren.

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Beer In Ads #4137: Miss Rheingold 1949 At The Flower Show

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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 May, I think, she’s out in the marsh doing some duck hunting with her trusty pointer, a shotgun and a duck decoy. But how about that sky?