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Archives for July 2022

Beer In Ads #4143: Miss Rheingold 1950 Finalists On Television

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Sunday’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. In yesterday’s ad, the six finalists for Miss Rheingold 1950 are shown with the tagline, “Time to elect Miss Rheingold 1950!” Who will win? Will it be Pat Burrage, Rosemary Colligan, Penny Balcom, Naomi Riordan, June Thompson, or Liz Hastings. Today I found television ad from 1949 advertising the six finalists and how to vote for your favorite. Some of the interviews are cringeworthy but it’s an interesting time capsule of the time.

After the initial part of the ad, and the interviews of the six finalists, there’s a great animated stop-motion parade to finish up the commercial.

The beginning of the Rheingold parade as they approach the grandstand.
First come the banners.
Then the awesome beer cans with openers for arms.
And finally they pan up to see the Rheingold blimp.

Beer In Ads #4142: Time To Elect Miss Rheingold 1950!

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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. In this ad, the six finalists for Miss Rheingold 1950 are shown with the tagline, “Time to elect Miss Rheingold 1950!” Who will win? Will it be Pat Burrage, Rosemary Colligan, Penny Balcom, Naomi Riordan, June Thompson, or Liz Hastings. Voting ended on September 3, which seems earlier than previous years, which makes sense as the contest was becoming increasingly popular.

Here’s the black and white newspaper version on the same ad:

Beer In Ads #4141: Seasons Greetings From Miss Rheingold 1949

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Friday’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 December, she’s standing in an all-white scene, a snow-covered forest of white trees wearing a white winter coat, dress and gloves. As a result, only the colorfully wrapped Christmas presents stand out.

Beer In Ads #4140: Miss Rheingold 1949 Carrying Presents

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Thursday’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 December, she’s carrying an armload of Christmas presents through a wooded area covered in snow. But apparently she was near to the house, where at least they had beer waiting for you.

Beer In Ads #4139: Miss Rheingold 1949 At The Football Game

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Wednesday’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, although one of the teams conveniently begins with the letter “R,” the same as Rheingold. What are the odds?

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.”

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?

In Honor Of American Beer & Cyder

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Today in 1788, there was an interesting event in Philadelphia, celebrating the ratification of the then-new U.S. Constitution. There was a parade, both for Independence Day and the Constitution, and it was known as the Grand Federal Procession. It was put on with only two weeks of planning, principally by Francis Hopkinson, who had been a signer of the Declaration of Independence. But he also had help from Benjamin Franklin Bache, Benjamin Franklin’s grandson, Alexander Reinagle (a musician, who wrote the Federal Grand March in a matter of days,” artist Charles Wilson Peale (who provided flags of all America’s allies, and also “representatives from forty-four trades and professions set aside their daily routine and paid livelihoods in order to prepare their own parade entries.” The parade was fairly elaborate, and an Order of Procession details all of the groups that marched in it.

A replica of the original Grand Federal Edifice.

A building as built in just four days, and was known as the Grand Federal Edifice. It was in the parade, sitting “on a carriage drawn by ten white horses. This building was in the form of a dome supported by 13 Corinthian columns, raised on pedestals proper to that order; the freize decorated with 13 stars. Ten of the columns complete, but three left unfinished. On the top of the dome was a handsome cupola
surmounted by a figure of plenty bearing a cornucopia. This elegant building was begun and finished in the short space of four days, by Messrs. William Williams and Co. The grand edifice was followed by architects and house carpenters, in number 450, carrying insignia of the trade.”

The event as very popular, and apparently around 17,000 people watched the parade and took part in the days’ celebrations. It was so popular that those who didn’t attend it, but had heard about it, were able to read about it in a pamphlet published shortly afterwards, and was written by people who were there, including Hopkinson and Rush, whose was a medical doctor whose idea of temperance was such that he was in favor of beer and wine as temperance drinks, but was against hard liquor or spirits. He even created a “Moral and Physical Thermometer” based on his beliefs. So after 20+ pages describing the days’ festivities, he penned this “In Honour of American Beer and Cyder.”

In Honour of American BEER and CYDER.

It is hereby recorded, for the information of strangers and posterity, that 17000 people assembled on this Green, on the 4th of July, 1788, to celebrate the establishment of the Constitution of the United States, and that they separated at an early hour, without intoxication or a single quarrel. They drank nothing but Beer and Cyder. Learn, reader, to prize those invaluable FEDERAL liquors, and to confider them as the companions of those virtues which can alone render our country free and respectable.

Learn likewise to despise

Spiritous Liquors, as

anti-federal; and to consider them as the companions of all those vices which are calculated to dishonour and enslave our country.”

A banner carried in the parade by a group of local tobacconists.

You can read more about this interesting event in Grand Federal Procession of 1788: Unity on whose behalf?, The Federal Procession of 1788, and What was the Federal Procession of 1788?

Brewers, naturally, took part in the parade, and their contingent was described in the pamphlet as follows:

A similar sentiment, which called on consumers to buy American-made products, was expressed by the slogan that the brewer Luke Morris carried on his standard: “Home Brew is Best.” Reuben Haines led the brewers’ contingent. Barley stalks sprouted from the men’s hats, and they each held poles with banners depicting hops, malt shovels, and mashing oars.

You can read the entire pamphlet as a pdf.

Beer In Ads #4136: Miss Rheingold 1949 On A Duck Hunt

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Sunday’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 late October, 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?

Beer In Ads #4135: Miss Rheingold 1949 & Her Duck Decoy

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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 late October, she’s out in the marsh doing some duck hunting with her trusty pointer, a shotgun and a duck decoy, which is apparently a great lure for even the smartest ducks. But here’s where the copywriters earn their pay. She goes on to explain that “nothing can lure New Yorkers away from the one and only Extra Dry beer … Rheingold!”