Friday’s ad is for “Rheingold Beer,” from 1959. 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. In these two newspaper items, both from April 30, 1959, they’re showing candidates for Miss Rheingold 1960. The first one is from the Boston Globe and shows, as the headline indicates, “Candidates For Miss Rheingold 1960,” leaving Logan Airport bound for the Waldorf-Astoria and the semi-finals where the six finalists will be chosen.
In the second article from April 30, entitled “Contest Hopefuls,” five candidates for Miss Rheingold 1960 are pictured. Spoiler Alert: None of them make it to the finals.
