Monday’s ad is for “Rheingold Beer,” from 1964. 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. Miss Rheingold 1964 was Celeste Yarnall. In this news item from February 29, 1964, the announcement is made that Liebmann Breweries, makers of Rheingold Beer, was sold to Pepsi-Cola United Bottlers, Inc. for $26-Million. This news threw the Miss Rheingold competition into doubt going forward, and indeed the number of ads produced appears to steadily decrease throughout the year, with very few in the last quarter of 1964 as Celeste Yarnall’s time as Miss Rheingold 1964 was winding down, and no reporting whatsoever about the contest for the following year.
Wikipedia sums up this event in the breweries history like this.
In 1964, the fourth generation of the Liebmann family sold the company to New Jersey based Pepsi-Cola United Bottlers, Inc. (“PUB”), a bottling and distribution company of Pepsi-Cola and other soft drink brands, for $26 million, which then adopted the name “Rheingold Breweries” for the combined entity. Beer sales peaked in the following year, 1965, at 4,236,000 barrels, but declined thereafter.