Monday’s ad is for “Rheingold Beer,” from 1962. 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 and beyond. In these newspaper items, from August 1962, voting for the Next Miss Rheingold is open and so these show the six finalists and reminding you to vote before the end of the month. The finalists are, from the bottom row, left to right: Carol Merrill, Chris Noel, Prue Walt, and Eileen O’Neil. ANd standing behind, left to right: Beverly Owen and Loretta Ann Rissell.

And this one, using the same photo, was published August 8, 1962:

And this one, using the same photo, was published August 2, 1962:

And finally, this is an original scan of the photo used in these articles: