Sunday’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. This ad, from January, features her out in the snow with her two “sad-eyed St. Bernards”
Archives for November 2022
Beer In Ads #4267: Miss Rheingold 1954, The Winnah
Saturday’s ad is for “Rheingold Beer,” from 1953. 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. Garrett was the 15th person named as Miss Rheingold, and as the contest’s popularity continued to grow it became new in its own right, garnering publicity and fame you couldn’t buy. As a result, once the winner was announced numerous newspaper items were published about the contest and the “The Winnah,” such as this item entitled just that. What follows is a selection of articles written, mostly in December, announcing Ms. Garrett’s victory and giving biographical details about her.
Here is one from The Morning Call, published December 11, 1953:
And this was is from the same day, but in the Brooklyn Daily Eagle:
Adrienne Garrett was born in California and originally lived in Santa Monica, so this is from a California newspaper. Although it also mentions that despite Ms. Garrett now calling New York her home, the contest is also open to women from California since Rheingold beer was just introduced into the state.
And this short blurb is from December 12, 1953 in the Asbury Park Press.
In this final item, Adrienne Garrett is introduced to California beer industry people at the Arrowhead Springs Hotel in Southern California.
Find Me On Mastodon
As Twitter continues to implode, I’ve also started creating a presence on Mastodon, so if you migrate over there as well, you can find me there under @Brookston@sfba.social.
Beer In Ads #4266: A Portrait Of Miss Rheingold 1954
Friday’s ad is for “Rheingold Beer,” from 1953. 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. This is a cardboard display piece intended for us in bars, taverns, liquor stores, etc. that features a portrait of the new Miss Rheingold 1954, Adrienne Garrett. The portion at the top that appears to be cut out was intended “to hold a separate cardboard piece showing the Rheingold Beer logo.”
Beer In Ads #4265: Adrienne Garrett Elected Miss Rheingold 1954
Thursday’s ad is for “Rheingold Beer,” from 1953. 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.
And below is another version of the same full page ad that’s a little better contrast but smaller:
International Happy Gose Day
For a few years now, the City of Leipzig in Germany, has been celebrating today as International Happy Gose Day, or at least the Gosenschenke, or Gose-tavern, known as “Ohne Bedenken” (which translates as “Without Concern”), who started the holiday.
Here’s their history from the Gosenschenke website:
In 1899 the innkeeper family Cajeri relocated to Gohlis (which was a little village just outside Leipzig back then) and founded the Gose-tavern “Ohne Bedenken” / “Without Concern” together with the huge beer garden. In 1905 the construction of the house and the Biedermeier-like Gose-bar-parlour followed. The name “Without Concern” traces back to Cajeri’s waiter Karl Schmidt. He always answered the question of the guests whether this pigswill was drinkable or not “…without concern!”
And this is from the Leipzig Pub Guide online:
At the end of the 19th century, when Gose was at the peak of its popularity, there were dozens of Gosenschenke in Leipzig. Ohne Bedenken belongs to this period, being built in 1899 in the suburb of Gohlis at a time when Leipzig was expanding rapidly in size. It was for a decade the only pub in the world selling this legendary beer.
The building was damaged in wartime air-raids, but struggled along until as a pub until1958. After lying empty for a while, it became a Kulturzentrum for DDR soldiers in 1960. In 1968 a nearby polyclinic took it over for use by its X-ray department. When they left in the 1970’s, the historic pub again remained unused for many years.
An article, published in the local Leipziger Blätter newspaper in 1983, evoking memories of Gose and Ohne Bedenken caught the attention of Lothar Goldhahn. He visited the premises, saw their potential and decided Leipzig deserved to have at least one remnant of its Gose culture preserved. Somehow persuaded the DDR authorities to let him restore and re-open Ohne Bedenken in the mid -1980’s.
It seemed logical that a Gosenschänke should offer its customers a Gose. This caused him two big problems: what did Gose taste like and who could brew it for him? His first Gose, perfected after much research amongst older drinkers, was brewed in Berlin at the Schultheiss Berliner Weisse brewery.
Hanisch Gose signObtaining a supply of Gose has never been an easy matter. Between 1988 and 1991 he had to make do with Berliner Weisse. From 1991 to 1995 Goldhahn ran his own small brewery, but the limited demand for Gose made this economically unviable. The pub currently sells both of the Goses made in Leipzig (and the world, for that matter).
The interior has been restored to something akin to its original state and is stuffed full with Gose memorabilia in the form of old advertisements and bottles. The style is similar to that of traditional beerhalls throughout Germany in its comfortable, uncomplicated design. For those intimidated by the sourness of straight Gose, a selection of Gose cocktails are available.
The combination of a traditional, cosy atmosphere and friendly, enthusiastic staff, make it by far the best pub I’ve found in Leipzig or, for that matter, anywhere in the old DDR. The only drawback is its inconvenient location, in a northern suburb about a kilometre and a half away from the city centre. If you don’t fancy the walk, you can take a number 11 tram from the Hauptbahnhof.
For their 100th anniversary in 1999, they published a booklet entitled “Gose Häppchen: 100 Jahre Gosenschenke Ohne Bedenken,” which is less than 80 pages. Here are some of the illustrations from that book showing early imagery of gose.
A postcard from around 1900.
Greetings from “Leipzig’s Alps.”
Beer In Ads #4264: Model Candidates For Miss Rheingold 1954
Wednesday’s ad is for “Rheingold Beer,” from 1953. 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 newspaper item, entitled “Model Candidates,” features a photo of the six finalists for Miss Rheingold 1954, and ran in the Brooklyn Eagle on August 13, 1953, with official voting to begin four days later, on Monday, August 17.
Beer In Ads #4263: Miss Rheingold 1954 Maidens
Tuesday’s ad is for “Rheingold Beer,” from 1953. 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 newspaper item, entitled “The Rheingold Maidens,” features a creative photo of the six finalists for Miss Rheingold 1954, apparently on the Friday before voting was to begin the following Monday in late summer 1953.
Beer In Ads #4262: Miss Rheingold 1954 Finalist Sews
Monday’s ad is for “Rheingold Beer,” from 1953. 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 newspaper item, “Baby Believes It’s So Easy To Sew!,” features a photo of New York model Adrienne Garrett, who is one of the six finalists for Miss Rheingold 1954, as she sits by the sewing machine with her young son in the foreground. Must have been a slow news day.
Beer In Ads #4261: Miss Rheingold 1954 Is A Big Beauty Contest…
Sunday’s ad is for “Rheingold Beer,” from 1953. 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 newspaper item, “Dream Street,” by Bob Sylvester, ran in September as voting was beginning and discusses the inner working of the Miss Rheingold contest.