Thursday’s ad is for “Rheingold Beer,” from 1963. 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 8, 1963, the six finalists for Miss Rheingold 1964 are shown. They are, in the front row, from left to right: Kay Hughes, Sherri Rice, and Celeste Yarnell, and in the back row: Barbara Julian, Sondra Kates, and Joyce DeHardt. The tagline for the first one is “Tough Decision.”

In the second newspaper blurd, using the same photo, the tagline is “Time to Vote.”