Saturday’s ad is for “Rheingold Beer,” from 1942. 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. This ad reveals the four finalists for Miss Rheingold 1943, and asks for you to vite for your favorite by October 31. The four finalists are Sonia Gover, Betty Stuart, Susann Shaw, and Doris Bryn. Who will win? Find out tomorrow.

Friday’s ad is for “Rheingold Beer,” from 1942. 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. This is the first ad I’ve found announcing the contest, and while it’s obvious it’s for Rheingold Beer, it’s a minor element in the ad. The headline is “How would you like to win $3,000 in cash and war bonds and a trip to Hollywood (war conditions permitting) as Miss Rheingold 1943.” Then the text, published in August, gives more details about the contest. For example, entries must be in by September 12 and the winner will be announced between October 31 and November 7. I think with this ad, Rheingold began truly opening up the contest to anyone, because both of the first two Miss Rheingolds were already working models and actresses, and 1942’s seemed to be only from the New York area.

Thursday’s ad is for “Rheingold Beer,” from 1942. 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. This ad features Miss Rheingold 1942, who was Nancy Drake. Unlike the first two, who were both actresses, I could almost no information about Nancy Drake, apart from that she was born in 1918 and died just last year, and was married for a very long time to someone named Phelps. In this ad, from December, she’s posing with a case of beer in front of a large Christmas tree, and afterwards she’s enjoying a beer at a table in front of that same tree.

Wednesday’s ad is for “Rheingold Beer,” from 1942. 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. This ad features Miss Rheingold 1942, who was Nancy Drake. Unlike the first two, who were both actresses, I could almost no information about Nancy Drake, apart from that she was born in 1918 and died just last year, and was married for a very long time to someone named Phelps. In this ad, from August, she’s doing a Rheingold Beer photo shoot at a swimming pool, and afterwards she’s enjoying a beer with the crew.

Monday’s ad is for “Rheingold Beer,” from 1942. 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. This is the earliest dated ad I could find Miss Rheingold 1942, who was Nancy Drake. Unlike the first two, who were both actresses, I could almost no information about Nancy Drake, apart from that she was born in 1918 and died just last year, and was married for a very long time to someone named Phelps. In this ad she’s again posing for a Rheingold Beer ad, this time in a military uniform, in a Rheingold Beer ad, and apparently all that standing around has given her “a real man-sized thirst,” so again in the second panel the photographer gives her a reward for a job well done: a beer.

Sunday’s ad is for “Rheingold Beer,” from 1942. 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. This is the earliest dated ad I could find Miss Rheingold 1942, who was Nancy Drake. Unlike the first two, who were both actresses, I could almost no information about Nancy Drake, apart from that she was born in 1918 and died just last year, and was married for a very long time to someone named Phelps. In this ad she’s posing for a Rheingold Beer ad in a Rheingold Beer ad — how meta! And apparently all that standing around makes her thirsty, so in the second panel the photographer gives her a reward for a job well done: a beer.

Saturday’s ad is for “Rheingold Beer,” from 1941. 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. In later years, there are ads introducing the next Miss Rheingold with much fanfare, but this is the only one I could find for Miss Rheingold 1942, who was Nancy Drake. She’s mentioned in this ad from December 14, 1941 as Miss Rheingold for 1942 along with four other people and the headline: “Why do these famous folks all come up with the same answer?” Unlike the first two, who were both actresses, I could almost no information about Nancy Drake, apart from that she was born in 1918 and died just last year, and was married for a very long time to someone named Phelps.

Friday’s ad is for “Rheingold Beer,” from 1941. 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. This is the first ballot I could find, with six finalists vying to be Miss Rheingold for 1942. They got an early start, as this ad is dated October 12, 1941. Interestingly, one of the finalists is last year’s Miss Rheingold (or rather this year’s) Ruth Ownbey. Then there are five more: Marion Whitney, Nancy Drake, Peggy Tippett, Helen Mueller and Elyse Knox. In the center is the ballot information, with the tagline “Want to give a pretty girl a great big break? Help her become Miss Rheingold 1942.” The text claims you can vote in 30,000 taverns in the New York area. It also mentions the winner will receive $1,500 cash plus a modeling contract for the year to be in the Rheingold Beer ads. Who do you think will win?