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 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 ad, from early January 1963, Loretta Ann Rissell is introduced as the new Miss Rheingold for 1963.

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 ad, from early January 1962, Loretta Ann Rissell is introduced in New England newspapers with the headline “Miss Rheingold 1963 Thanks New England.” Loretta Ann Rissell 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.

Thursday’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 this promotional piece, from August 1962, it’s a cardboard cut-out showing the same photo of the six finalists from yesterday’s ad, with the tagline asking “Who Will Be Miss Rheingold 1963.” These would have been given out to bars and stores selling Rheingold where people could cast their vote.

Wednesday’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 this double truck ad, from August 1962, it’s asking “Who will be Miss Rheingold 1963.” The finalists are, from the top row, left to right: Prue Walt, Eileen O’Neil, and Beverly Owen. And bottom row, left to right: Loretta Rissell, Carol Merrill, and Chris Noel. And on the right, from the same photo shoot, they’re standing in manicured garden somewhere with bouquets of flowers.

Tuesday’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 this newspaper ad, from August 1962, it’s asking “Who will be Miss Rheingold 1963.” The finalists are, from the top row, left to right: Prue Walt, Eileen O’Neil, and Beverly Owen. And bottom row, left to right: Loretta Rissell, Carol Merrill, and Chris Noel.

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:

Saturday’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 this newspaper item, from August 3, 1962, there’s a photo of the six finalists hoping to become Miss Rheingold 1963, with the headline “Six Heads Vie for Beer Crown.” They are; seated, left to right: Beverly Owen and Chris Noel. And standing behind, also left to right: EileenO’Neill, Prue Walt, Carol Merrill, and Loretta Ann Rissell.

Friday’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 this newspaper item, from August 1, 1962, there’s a photo giving us our first look at the six finalists to become Miss Rheingold 1963, with the headline “Which Witch Is Which?” They are; first row, left to right: Carol Merrill, Chris Noel and EileenO’Neill. Back row, left to right: Beverly Owen, Prue Walt, and Loretta Rissell.