Tuesday’s ad is for “Rheingold Beer,” from 1954. 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. This ad announces that “Adrienne Garrett Elected Miss Rheingold 1954.” Garrett was born in California and initially lived in Santa Monica before her family moved to Westchester County, New York, when she was two, where she was raised and graduated from Westchester High School. After graduation, she spent three years as a secretary for a television network — ABC — before embarking on a modeling career, doing primarily commercial product work. Newspaper accounts claim she’s either 22 or 24-years-old, depending on the article, and I’ve been unable to confirm anything more precise. She appeared to be married with a one-year-old son, so Garrett may not be her maiden name, making it harder to find her biographical information. There’s plenty that include her measurements, shoe and dress size, and even hobbies (She loved to sew, swim and ice-skate). Her mother was a California model, and she was apparently being screen-tested when she became pregnant, which derailed her plans to start an acting career. But it seems to have all worked out in the end. In this ad, from February, she’s just made some popcorn and sitting by the fire, enjoying the comforts of home, one of which is … you guessed it … “a friendly glass of your favorite beer.”
Archives for November 22, 2022
Today is the 50th birthday — The Big 5-O — of Brett Joyce, who a couple of years ago stepped down as President of Rogue. Joyce grew up in the brewery, which his father Jack Joyce founded when Brett was sixteen. Having gone off to college and made a name for himself working with Adidas, building their international golf shoe business from the ground up, he returned to work for the brewery a number of years ago, and had been Rogue’s president since 2006. I’ve gotten to know Brett much better since his return, beginning with when I interviewed him a number of years ago for a Beer Advocate magazine article profiling him. Join me in wishing Brett a very happy birthday.
Brett at the Full Sail Smoker during OBF, after a quick interview I did with him for Beer Advocate magazine.
At Dave & Jen’s wedding during GABF a few years ago: Vinnie, Dave, Jennifer, Natalie, minister Brett Joyce and me.
Brett, me and Brian Dunn, from Great Divide, at SAVOR a few years ago in Washington, DC.
Me, Brett and Rogue’s maltster at their floor malting facility in Portland several years back.
Today is the 59th birthday of John Palmer, a metallurgist by day, homebrewer the rest of the time. John is the author of several books, including the seminal “How to Brew,” “Brewing Classic Styles,” with Jamil Zainasheff and “Water: The Comprehensive Guide for Brewers,” with Colin Kaminski. He also recently started consulting, with Palmer Brewing Solutions. Join me in wishing John a very happy birthday.
Jamil Zainasheff and John signing books at NHC 2011.
Matt Brynildson and John.
Three John’s. John Knox of HopSafari, John Palmer, and John Holl at GABF in 2013.