Thursday’s ad is for “Rheingold Beer,” from 1952. 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. After the over 700 aspiring models who registered for the contest, sixty were chosen in April to go to the next round. For that sixty, just six finalists are chosen and consumers are given an opportunity to cast their vote in the late summer and early fall. As an indicator of just how popular the Miss Rheingold campaign was, this is a cartoon by Robert J. Day that was published in the New Yorker magazine on September 20, 1952. In the cartoon, political speeches and being given for various candidates, the two we can see are both running for U.S. Senator, but in the bottom righthand corner, the orator there is stumping for votes for Mary Austin to become Miss Rheingold 1953. You can’t pay for that kind of advertising.
Archives for October 13, 2022
Today is the birthday of George Younger, 1st Viscount Younger of Leckie (October 13, 1851-April 29, 1929). His great-grandfather was George Younger, who founded the brewery that would become George Younger and Son in 1764. It was located in Alloa, Clackmannanshire, in Scotland. When our George was 17, his father passed away, and he left college to run the family brewery, becoming chairman in 1897.
George Younger, at left, in a photo from around 1907, with his mother, son and grandson.
Here’s a biography of founder George and the brewery from the University of Glasgow’s Scottish Brewing Archive.
George Younger (1722–1788), a member of a family of saltpan owners in Culross, Fife, Scotland, was brewing in Alloa, Scotland from 1745. He established his first brewery, later known as Meadow Brewery, in Bank Street, Alloa, in about 1764. After his death the business was passed on from father to son, trading as George Younger & Son. Additional premises adjacent to the brewery were acquired in 1832 and 1850.
The Candleriggs Brewery, Alloa, owned by Robert Meiklejohn & Co, was leased in 1852 and bought outright for GBP 1,500 in 1871. The Meadow Brewery ceased brewing in 1877 and was turned into offices for the business. Craigward Maltings, Alloa, were built in 1869 and a new bottling department was established at Kelliebank, Alloa, in 1889. The Candleriggs Brewery was badly damaged by fire in 1889 and rebuilt on a larger scale to cover nearly 2 acres, becoming the largest brewery in Scotland outside Edinburgh.
George Younger & Son Ltd was registered in February 1897 as a limited liability company to acquire the business at a purchase price of GBP 500,000. The company traded extensively to the North of England, West Indies, Australia and North America and from the 1880s to India, the Far East and South Africa. It took over R Fenwick & Co Ltd, Sunderland Brewery, Low Street, Sunderland, Tyne & Wear, England, and Robert Fenwick & Co, Chester Brewery, Chester–le–Street, Durham, England (closed 1934), in 1898.
The first chilling and carbonating plant in Scotland was installed at Kelliebank Bottling Stores in 1903. The company’s own bottling works was established there in 1908 and a new export bottling plant opened in 1912. The company built up large supply contracts with the armed forces at home and abroad and by 1914 had a lucrative regimental canteen business at Aldershot, Hampshire, England.
It acquired the Craigward Cooperage of Charles Pearson & Co, Alloa; George White & Co, Newcastle–upon–Tyne, Tyne & Wear; and the Bass Crest Brewery Co, Alloa, in 1919. During the same year the Kelliebank bottle manufacturing plant was floated as a separate company and eventually became known as the Scottish Central Glass Works. The Grange Brewery closed in 1941 and the Sunderland Brewery was rebuilt, being sold in 1922 to Flower & Sons Ltd, Stratford–upon–Avon, Warwickshire, England.
The company took over Blair & Co (Alloa) Ltd, Townhead Brewery, Alloa, in 1959. It was acquired by Northern Breweries of Great Britain Ltd in April 1960 and became part of the combined Scottish interests of that company, Caledonian Breweries Ltd, later United Caledonian Breweries Ltd, which merged with J & R Tennent Ltd, Glasgow, Strathclyde, in 1966 to form Tennent Caledonian Breweries Ltd. The Candleriggs Brewery ceased to brew in December 1963.
This is the original Meadow Brewery around 1890, before it became known as George Younger & Sons.
Below is the coat of arms of Viscount Younger of Leckie, incorporating the three covered ceremonial cups taken from the arms of the Schaw family of Sauchie from whom the Youngers of Alloa descend through Marjorie Schaw who married Thomas Younger in 1598. The motto at the top translates as “swift and bold,” and at the bottom as “Younger as the years go by.”
George Younger in Vanity Fair, 1910.
Today is the birthday of Will Meyers, brewmaster of Cambridge Brewing near Boston, Massachusetts. Will’s a great brewer and an even better human being, one of the nicest in the industry. We judged together at GABF several times, but one time a few years ago, we had an incredibly difficult medal round, that might have killed or injured a lesser person. But we made it through intact. Will’s a very thoughtful brewer and a favorite of mine in the industry. Join me in wishing Will a very happy birthday.
Will, with Kevin and Megan Parisi (whose birthday is also today), then also from Cambridge Brewing, at GABF in 2009.
Accepting the award as Grand U.S. Champion from the Great British Beer Festival at GABF.
Showing off his barrel room under the brewpub during CBC when it was in Boston.
Will with his lovely bride Cindy Lou.
Will shortly before he began his career as a brewer.
Today is the birthday of Megan Parisi, who’s currently a brewer for the Boston Beer Company. Before that she brewed at Wormtown Brewery, Bluejacket and Cambridge Brewing. And coincidentally, we both once played clarinet in a military band, Megan for the US Navy, whereas I was in an Army band. Megan’s a terrific brewer and a great addition to the Samuel Adams Brewery in Boston. Join me in wishing Megan a very happy birthday.
John Harris, from Ecliptic Brewing, Megan, and John Holl, from All About Beer magazine at the GABF judges’ reception at Epic Brewing in 2015.
Megan at her new job at the Samuel Adams brewery in Boston a few Julys ago when I was there judging the finals for the Longshot Homebrew Competition.
Will Meyers (whose birthday is also today) and Kevin both from Cambridge Brewing with Megan, then also with Cambridge, at GABF in 2009.
During CBC in Washington, D.C. in 2013. Bobby Bump: assistant brewer, at Bluejacket, Megan, when she was lead brewer at Bluejacket and John Wampler, brewmaster at Legend Brewing in Richmond, Virginia. [Photo by Thomas Cizauskas.]