Wednesday’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 this ad, from August, a photo shows the six finalists for Miss Rheingold 1964 at the New York World’s Fair. it’s a smaller part of the double-truck ad I shared a few days ago as “Beer In Ads #4722: Who Will Be The 25th Miss Rheingold.” It has the same headline, “Who will be the 25th Miss Rheingold,” with the six finalists photographed at the New York World’s Fair. This shot is the small inset on the righ-hand side, showing the ladies with balloons in front of the globe sculpture known as the Unisphere.

Tuesday’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 this ad, from August, a photo shows the six finalists for Miss Rheingold 1964 at the New York World’s Fair. it’s a portion of the double-truck ad I shared a few days ago as “Beer In Ads #4722: Who Will Be The 25th Miss Rheingold.” It has the same headline, “Who will be the 25th Miss Rheingold,” with the six finalists photographed at the New York World’s Fair, but is missing the text and smaller inset photo on the right side.

Monday’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 this newspaper item, from August 23, the headline reads: “Beauties Display Fashions At Macy’s.” The photo shows the six finalists for Miss Rheingold 1964, who the day before had participated in a fashion show at Macy’s Community Center in White Plains, New York.

Sunday’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 this newspaper blurb, from August 9, it begins with “They Pose a Problem” followed by — oh, the 1960s — “One of these dolls is going to be the next Miss Rheingold.”

Saturday’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 this ad, from August 8, it’s a double-truck ad with the headline “Who will be the 25th Miss Rheingold” with the six finalists photographed at the New York World’s Fair.

Below is the left side of the ad so you see it more clearly:

Below is the right side of the ad so you see it more clearly:

Friday’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 this photograph, from around August 8, we get a glimpse of ballots people would use to actually vote for Miss Rheingold 1964. Pads of these ballots would be given to authorized sellers of Rheingold, probably bars and retailers, who would collect the votes in a box. The six finalists you can vite for by ticking the box are: Joyce DeHardt, Kay Hughes, Barbara Julian, Sondra Kates, Sherri Rice, and Celeste Yarnell.

And here’s another look at the pad of ballots from the side that shows how thick they were.

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.”

Wednesday’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 this newspaper item, from August 8, 1963, the blurb announces that “Voting Starts In 1964 Rheingold Contest” and will continue through September 21. Also, there’s a photo of Loretta Ann Rissell, Miss Rheingold 1963, with not particularly happy-looking car salesman, F.W. Fitzpatrick of Fitzpatrick Pontiac, as he hands over the keys to three brand new Pontiac Bonneville convertibles to her. The cars will be used by the six finalists in their campaign to become Miss Rheingold 1964.

Tuesday’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 this newspaper item, from April 17, 1963, a photo of Loretta Ann Rissell, Miss Rheingold 1963, sits on an easel while four of the just-selected six finalists to become Miss Rheingold 1964 look on hopefully. For left to right are Sondra Kates, Pat Garrett, Gloria Cintron, and Audrey De Haven.

Monday’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 1963, Loretta Ann Rissell was chosen as Miss Rheingold 1963. She was born November 1, 1940 in Honolulu, Hawaii, but grew up mostly in Southern California, at least until her father Harold passed away when she was eight. Her mother Mary remarried a dentist, Walter Giza, and relocated the family to Philadelphia, Pennsylvania, where she attended Northeast High School. She began modeling after high school, winning the crown of Miss Philadelphia of 1961, along with being named Miss United Fund Torch of Philadelphia and St. Joseph’s College Prom Queen. Rissell used her year as Miss Rheingold to springboard her into a modeling career. Rissell later married someone named David R. Zatzman, and both appear to still be alive and either living in Rutherford, New Jersey at least from the 1970s and possibly later in Florida, although it’s also possible they are snowbirds and split their time. In this photo, from when she was elected, shows Loretta Ann Rissell, Miss Rheingold 1963, in a formal portrait that the brewery used in press releases. A fitting end as we say goodbye to 1963 and move on the 25th annual Miss Rheingold contest.