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Archives for December 9, 2022

Beer In Ads #4286: Miss Rheingold 1954 Picks The Top Car

December 9, 2022 By Jay Brooks

Friday’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 September, she’s attending an automobile race trying to decide with of the “gleaming beauties” is the “top car.” But choosing the “top beer?” That’s a lot easier for her.

And below is the same ad in the full page format:

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Historic Beer Birthday: Henry H. Rueter

December 9, 2022 By Jay Brooks

rueter
Today is the birthday of Henry Hermann Rueter (December 9, 1832-November 27, 1899). He was born in Westphalia, Germany, but moved to Boston, Massachusetts. In 1867, along with Irishman John R. Alley, founded the Highland Spring Brewery. By 1885, they had moved to Heath & 165 Terrace Streets, but was known after that as Rueter & Co., Inc., although their trade name continued to be the Highland Spring Brewery. After prohibition ended, they were known as the The Croft Brewing Co., but in 1952 were bought by the Narragansett Brewing Co., who closed them for good the following year.

Henry-H-Rueter

Here is a biography from the Boston Landmarks Commission when the property where the brewery was located applied for historic status, researched by Angelica Coleman and Marcia Butman:

Henry Rueter was born in 1832 I the province of Westphalia, Germany. He immigrated to the US in 1851 and after a short stay in New York came to Boston and worked for the Roxbury brewer G. F Burkhardt. With John D. Alley he established Highland Springs Brewery. After Alley withdrew to form his own company, the firm reorganized as Rueter and Co. After Rueter’s death (1899) his sons retained control of the company.

Another source discusses the family background. “The family was founded in this country by the late Henry H. Rueter, who came to Boston in 1831, at 18, from Gutersloh, Westphalia, his birthplace. He was of honorable ancestry, uniting the blood of the Rueters and the Von Eickens.”

Henry-Rueter

From “The Men of Boston and New England, The Boston American,” 1913

Henry H. Rueter founded the Highland Spring Brewery in 1869, and in three years had made it the largest brewery in the United States and today it still maintains its place as the greatest ale brewery of America.

The present head of the family is Henry A. Rueter, born in Boston, educated in Germany, and now in his fifty-fourth year. He is president of Rueter & Company; and of its affiliated lager beer interest the A J. Houghton Companv; and is a director in the National Rockland Bank, the American Trust Co., the Roxbury Institution for Savings, and the Mass. Bonding and Ins. Co. He was one of the incorporators ot the Mass. Automobile Club, and has served it in various capacities. The Country Club and the Algonquin Club count him among their members as does the Boston Chamber of Commerce. Mrs. Rueter was Miss Bertha Glover, only daughter of the late William H. Glover of Rockland, Me. They have two children,-William G. Rueter, now in his final year at Harvard, and Miss Martha Von Eicken Rueter.

A graduate of Harvard, and later a student at Boston Univ. Law School and Bonn University, Germany, Conrad J. Rueter is a recognized authority on the technical and practical application of the liquor law. He has served his city for upwards of seventeen years as trustee of the Boston City Hospital having been reappointed in 1913 for another five vear term. He belongs to the Boston Art Club, the Puritan Club, and the Harvard Club; and is a member of the Liederkrantz Club of New York. In his fiftieth year, his pleasure in outdoor sport is evidenced bv his membership in the Mass. Automobile Club, the Brae Burn Country Club and the Wollaston Golf Club Mrs. Conrad J. Rueter was Miss Ramseyer. There is one son.-John Conrad Rueter.

At the head of the sales staff is Frederick T. Rueter. and the brewing department itself is in direct charge of Ernest L Rueter. youngest of the four brothers, as general manager and master-brewer. Both names appear on the rolls of the Boston Athletic Assn. Ernest L. Rueter is also a member of the Country Club. Frederick T. Rueter is unmarried. Mrs. Ernest L. Rueter was Miss Myra Chevalier, and there is one daughter-Miss Jeanette.

Highland_Spring_Brewery_ale_&_porter._Rueter_&_Alley,_Boston

And here’s another short history of the brewery from the Wikipedia page about the Highland Spring Brewery Bottling and Storage Buildings:

The Highland Spring Brewery was founded in 1867 by a pair of immigrants, one Irish and the other German. The enterprise was a significant success, producing lagers, ales, and porters, and eventually gaining a nationwide reputation. In part for legal reasons, the two buildings built by the company (one for production, the other for storage and bottling) were connected by a tunnel and piping. The brewer ceased operations when Prohibition began in 1920. One of the company’s brewmasters opened the Croft Brewery in the 1892 building in 1933 after Prohibition ended, the storage building having been sold to the Ditson Company and significantly altered for its use. Croft was acquired by Narragansett Brewing Company in the 1952, and operated on the premises for just one year before closing the plant and moving production to their Rhode Island Brewery until 1981 when it too closed.

HighlandBottling1920
The Highland Spring Brewery around 1920.

Filed Under: Birthdays, Just For Fun Tagged With: Boston, History, Massachusetts

Beer Birthday: Fritz Maytag

December 9, 2022 By Jay Brooks

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Fritz Maytag, who bought the failing Anchor Brewery in 1965 and turned it into a model for the microbrewery revolution, celebrates his 84th birthday today. It’s no stretch to call Fritz the father of craft beer, he introduced so many innovations that are common today and influenced countless brewers working today. A few years ago, Maytag sold Anchor Brewery and Distillery to Keith Greggor and Tony Foglio of the Griffin Group, and in 2017 acquired by Sapporo Breweries, but continued to make his York Creek wine and for a time consulted with Anchor as Chairman Emeritus. I was happy to see him again a few years ago, first at the California Beer Summit, and later when I was invited to introduce him to receive an award from the Northern California Brewers Guild in Sacramento. Join me in wishing Fritz a very happy birthday.

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Fritz Maytag at the Anchor Christmas party in 2006 with fellow Anchor-ites John Dannerbeck and Mark Carpenter.

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Fritz with the organizers of SF Beer Week at our inaugural opening event at Anchor in 2009.

Speakers at the Symposium: Bruce Paton, Christine Hastorf, Fritz Maytag and Charlie Bamforth
Fritz with fellow speakers at the Herbst Museum Symposium a couple of years ago, from left: Bruce Paton, Christine Hastorf, Fritz Maytag and Charlie Bamforth.

Ken Grossman, me and Fritz Maytag
Ken Grossman, me and Fritz at a beer dinner at Anchor celebrating Sierra Nevada’s 30th anniversary.

Me and Fritz Maytag
Me and Fritz at the Anchor Christmas Party several years ago.

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Me and Fritz at the first California Beer Summit a few years ago.

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Jack McAuliffe and Fritz in Sacramento a couple of years ago to accept an award from the Northern California Brewers Guild.

Filed Under: Birthdays, Just For Fun Tagged With: Anchor Brewery, California, San Francisco

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