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Jay R. Brooks on Beer

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Archives for April 10, 2023

Beer In Ads #4407: Miss Rheingold 1957 Drives A Golf Cart

April 10, 2023 By Jay Brooks

Monday’s ad is for “Rheingold Beer,” from 1957. 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. Margie McNally was elected as Miss Rheingold 1957. She was born Margaret McNally on June 24, 1935, and grew up in Flushing, Queens, New York. She became a model and later married automobile publisher Robert E. Peterson in 1963. Together they had two sons, but the died tragically in a plane crash at ages 10 and 11, and thereafter she became active in charities for youth causes. In 1994, they opened the Petersen Auto Museum in Los Angeles, which is still open today. She passed away in 2011, at age 76. In this ad, from June, Miss Rheingold 1957, Margie McNally, is playing golf, and driving the cart. But it’s not a cart I’m familiar with, it’s not the standard two-seater with a canopy on top I grew up with, but a single-seater with the clubs in front rather than in the back.

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

Beer Birthday: Alexandre Bazzo

April 10, 2023 By Jay Brooks

bamberg-bier
Today is the 47th birthday of Alexandre Bazzo, who is the founder and brewmaster of Micro Cervejaria Bamberg in Brazil. I first met Alexandre in Brazil when I judged in Argentina in 2011, and we made a side trip to Sao Paulo. Given the name of his brewery, you won’t be surprised to learn he makes amazing German-style beers, and has won numerous awards for his efforts. I also saw him again at last year’s Firestone Walker Invitational Beer Festival. Join me in wishing Alexandre a very happy birthday.

IMG_7801
Me, Alexandre, his wife and Steve Shapiro at the 2017 Firestone Walker Invitational Beer Festival.

P1040750
Alexandre with Stephen Beaumont at a beer dinner in Sao Paulo at Melograno in 2011.

Filed Under: Birthdays, Just For Fun Tagged With: Brazil

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