Wednesday’s ad is for “Rheingold Beer,” from 1950. 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 Burrage was Miss Rheingold 1950. Patricia “Patsy” Joy Burrage was born in 1922 and raised in Fort Worth, Texas, and attended Texas Christian University before moving to New York City to pursue a modeling career. In March of 1950 she married Hastings-on-Hudson New Yorker Robert Francis Young in a whirlwind, fairy tale romance, since she’d met him seven years before in Texas. She continued to model and later relocated to Boston and passed away in 2005. In this ad, from August, she’s standing in front of her car along New York highway 9W with a roadmap in her hand. Curiously, we’ve recently become familiar with 9W because it’s the main artery that runs past West Point, the U.S. Army’s military academy where my son is a rising Cow (about to start his third, or junior, year). So that puts her around an hour or so north of downtown New York City. Luckily, according to the ad copy, there are 25,000+ locations that sell Rheingold beer in the metro NYC area.
Archives for July 27, 2022
Historic Beer Birthday: Frederick J. Stegmaier
Today is the birthday of Frederick J. Stegmaier (July 27, 1861-April 23, 1915). He was the son of Charles Stegmaier, who founded the Baer & Stegmaier Brewery with his father-in-law in 1857. It eventually became known as the Stegmaier Brewing Co., and ran it with his sons, Christian, Fred and George. Fred became president when his father passed away in 1906.
Here’s his obituary, published on Find a Grave:
The Stegmaier brewery in 1870.
And here’s another obituary, from the Encyclopedia of Pennsylvania Biography Illustrated, Volume 7:
Frederick J., son of Charles and Kathleen (Baer) Stegmaier, was born in Wilkes-Barre, July 27, 1861, and died at his home on South Franklin street, Wilkes-Barre, Pennsylvania, April 22, 1915. He was educated in the public schools, St. Nicholas Parochial School, and Wyoming Seminary, being a graduate of the last named institution. He then became actively associated with his father in business, and at the death of Charles Stegmaier, the father, Frederick J. Stegmaier succeeded him as president of the Stegmaier Brewing Company. It was through the foresighted planning and energy of the sons of Charles Stegmaier that the business founded by the father was developed until it became one of the largest and best equipped plants of its kind in the country. In addition to his responsibilities as head of the company, Frederick J. Stegmaier had other large and important interests. He was for many years president of the South Side Bank, a position ill health caused him to relinquish. He was a director of the First National Bank, director of the Fenwick Lumber Company, director of the Stegmaier Realty Company, and largely interested with his brothers and Abram Nesbitt in the Wales Adding Machine Company. When the last company was threatened with absorption by rivals, these men fought for a number of years to retain the company as a separate plant manufacturing an independent machine, and finally succeeded. Mr. Stegmaier was interested in many other projects, but failing health during his latter years compelled him to withdraw from active participation in many. For four years he lived under the constant care of his physician and knew that his days were numbered, but he neither lost courage nor became despondent. He passed the last winter of his life in the south, but after his return spent nearly every day in his office, literally “dying in the harness.”
He was kind and considerate, very generous, charitable organizations having in him a liberal friend, and when his will was read it was found that Wilkes-Barre City Hospital, Mercy Hospital, United Charities, Nanticoke Hospital, Wilkes-Barre Home for Friendless Children, the Florence Crittenden Shelter and Day Nursery, and the Ladies’ Aid Society had been generously remembered, as had the Home of the Good Shepherd, St. Patrick’s Orphanage, and St. Patrick’s Foundling Home, of Scranton. During his life he served as a director of the City Hospital, knew its needs, and did his full share there as elsewhere in relieving suffering. He was a member of St. Nicholas Church (Roman Catholic) and was a member of the Benevolent and Protective Order of Elks, who after a solemn high mass of requiem in the church conducted final services at the Stegmaier mausoleum in Hollenback Cemetery. He was also a member of the Franklin Club and the Concordia Singing Society.
Stegmaier Brewery workers c. 1894.
And here’s one more from American Brewers’ Review from 1915:
Beer Birthday: John Mallett
Today is John Mallett’s 58th birthday, John is the production manager at Bell’s Brewery in Kalamazoo, Michigan, a post he’s held since 2001. John has a great sense of humor and I recall a particularly side-splitting kvetching evening-long conversation with him and Fal Allen at CBC in San Diego a number of years ago (not the most recent one) and a couple of years we judged together in Japan, which was great fun. In addition, John also recently published the Brewers’ Publications book on Malt: A Practical Guide from Field to Brewhouse. Join me in wishing John a very happy birthday.
Mugging for the camera at GABF in 2007, with Bob Pease, Ray Daniels and Mark Dorber.
At Bruce Paton’s “Tion” Beer Dinner. That’s John in orange trying to smooch with Peter Bouckaert from New Belgium.
John, me and other judges in Tokyo to judge at the Japanese Craft Beer competition in 2013.
John with Fred Bueltmann of New Holland Brewing, at Red Horse Ranch in Michigan (photo purloined from Facebook).
If you’d like to see John wearing lederhosen, click here.