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Guy de Maupassant’s “Waiter, A Glass Of Beer!”

August 5, 2023 By Jay Brooks

book
Today is the birthday of French writer Guy de Maupassant. He was a prolific writer, very popular during his lifetime, and “considered one of the fathers of the modern short story and one of the form’s finest exponents.” He wrote half-a-dozen novels and around 240 short stories. One of them was entitled “Waiter, A Glass of Beer!,” although since the original was in French, it’s sometimes translated as “Waiter, A Bock!” It’s a somewhat melancholy tale, but there’s a couple of great quotes in the story, like how the barfly describes his life:

I get up out of bed at noon. I come here, I have a meal, I drink beer, I wait for the evening, I have dinner, I drink beer, and then, about half-past one in the morning, I go home to bed again, because, you see, they close at that hour—which is a nuisance. I have probably spent six years out of the last ten on this seat, in this corner, and the rest of the time in bed—none of it anywhere else. Occasionally I have a chat with some of the guests.

And in the “Bock” version of the story, the barfly is referred to as a “regular” in the beer bar, but in the “glass of beer” version they use an interesting term I hadn’t heard before: a “beerite,” which he describes as “one of those habitual frequenters of beer-palaces who come in the morning when the doors open, and leave when they close for the night.” I may have to try to get that word back into common usage, if indeed it ever was.

Because it’s in the public domain, several versions are available online. I’ve reprinted the Bartelby version below, but you can see others, such as one of the Bock versions at Classic Short Stories or at Google Books’ version at The Complete Short Stories of Guy de Maupassant. Enjoy.

Guy_de_Maupassant_fotograferad_av_Félix_Nadar_1888
A photograph of Guy de Passant taken in 1888.

‘Waiter, a Glass of Beer!’

I WAS going nowhere in particular. I was merely taking a stroll after dinner. I passed the Lyonnais Bank, the Rue Vivienne, and other streets besides. Suddenly I halted before a half-empty beer-palace. With no special object in view—for I was not thirsty—I went in.

Casting a glance about for a comfortable place, I took a seat next to a man who looked rather old, and was smoking a cheap clay pipe, which was as black as coal. Half a dozen glass saucers piled up on the table in front of him indicated the number of glasses he had already consumed. I paid no closer attention to my neighbor, recognizing him at once for a “beerite,” one of those habitual frequenters of beer-palaces who come in the morning when the doors open, and leave when they close for the night. He was untidy, and bald on the top of his head, a shock of long, greasy, pepper-and-salt hair falling upon his coat collar. His clothes, which were too loose, had apparently been made at a time when he was stouter. One suspected that his trousers were not fastened on tight, and that every ten yards the wearer would have to stop and pull up that erratic garment. Had he a waistcoat on? The bare thought of his boots, and of what they might contain, made me shudder. His frayed cuffs were a deep black all round the edges—just like his nails.

No sooner had I sat down beside this individual, than he coolly addressed me:

“How are you?”

I turned toward him in surprise, and looked him over. Then he resumed:

“You don’t recognize me?”

“No.”

“Des Barrets.”

I was dumfounded. It was Count Jean des Barrets, an intimate friend of college days. I shook hands with him, but was too much perturbed to bring out a syllable. At last I stammered:

“And you—how are you?”

To which he placidly replied:

“I might be worse.”

That was all he said. I tried to be civil, and racked my brain for an observation to make. At last I put the question:

“And—er—what are you doing at present?”

He answered in a tone of resignation:

“As you see.”

I felt myself blushing. Nevertheless, I braved it out:

“But every day, I mean?”

After puffing out an enormous cloud of smoke, he replied:

“It’s the same thing every day.”

Thereupon, giving the marble surface of the table a rat-tat-tat with a copper coin, he exclaimed:

“Waiter, two glasses of beer!”

A distant voice repeated, “Two glasses of beer!” A voice still more distant shouted a strident “Here you are!” Then appeared a man in a white apron, carrying two glasses, from which he spilt a few yellow drops as he shuffled speedily across the sanded floor.

Des Barrets emptied his glass at a single draft, and put it back on the table, sucking off the foam which had remained on his mustache. After this he inquired:

“Anything new?”

I really had nothing new to tell him, and so I muttered:

“No, old chap, nothing that I know of. I—I’m in business.”

In the same even tone he asked me:

“Oh! And do you find that amusing?”

“No. But it can’t be helped. A fellow must do something or other.”

“Why so?”

“Well—er—so as to have his time occupied.”

“What’s the use of that? I never do anything, as you see—no, not a thing. If one is poor, I understand that one must work. But as long as one has anything to live upon, then it’s quite unnecessary. Work—why work? Are you doing it for yourself or for others? If you are doing it for yourself, I suppose you enjoy it, and then it’s all right; if you do it for somebody else, you’re an idiot!”

Then, resting his pipe on the marble slab, he again cried out aloud:

“Waiter, a glass of beer!”

Turning back to me, he continued:

“Talking makes me thirsty. I am not used to it. No, I have no occupation; I do nothing but simply grow old. I shall have nothing to grieve for when I die. This beer-palace will be my only parting memory. No wife—no children—no cares—no worry. That’s the best way.”

He drained the tall glass brought him, wiped his mouth with the back of his hand, and took to his pipe once more.

I was stupefied. Presently I said:

“But you have not always been like this?”

“I beg your pardon, always; ever since I left college.”

“But this is no life for you, my dear fellow! Why, it’s horrible! Surely you have something to do—you must have friends—you must be attached to somebody or something?”

“Not at all. I get up out of bed at noon. I come here, I have a meal, I drink beer, I wait for the evening, I have dinner, I drink beer, and then, about half-past one in the morning, I go home to bed again, because, you see, they close at that hour—which is a nuisance. I have probably spent six years out of the last ten on this seat, in this corner, and the rest of the time in bed—none of it anywhere else. Occasionally I have a chat with some of the guests.”

“But when you first came to Paris, what did you do, to start with?”

“I took my degree—at the Café de Médicis.”

“And what did you do next?”

“Next? Oh, I crossed the river, and came here!”

“Why did you take that much trouble?”

“Well, you know, a fellow can hardly stay in the Latin Quarter all his life. The students are too noisy. I shall never move again, now. Waiter, a glass of beer!”

I thought he was making game of me, and so persisted:

“Now, look here, tell me the truth! You have had some great sorrow, haven’t you? some unfortunate love-affair perhaps? You certainly look like a man who has been hard hit by fate. Tell me—how old are you?”

“Thirty-three; but I look at least forty-five.”

His wrinkled face, which was none too clean, might indeed almost have belonged to an old man. From the top of his skull fluttered a wisp or two of hair above some skin of a doubtful color. He had enormous eyebrows, a heavy mustache, and a thick, shaggy beard. There appeared to my vision—I can scarcely tell why—a basin full of dark water, in which he had attempted to wash.

“Yes,” said I, “you look older than you are. Surely you must have had some trouble.”

“None in the world, I tell you. I have aged because I never take any exercise. There’s nothing worse for people than this life in cafés.”

Still I could not believe him:

“Ah, then you’ve been a bit gay! One doesn’t get bald like that without running after the women a good deal.”

He tranquilly shook his head, sowing his coat collar with little white particles that fell from his last remaining locks.

“No,” he remarked, “I have always behaved myself.” And raising his eyes to the chandelier overhead, he added, “If I’m bald, the gas is to blame. It’s frightfully bad for the hair. Waiter, a glass of beer!—You don’t seem thirsty?”

“No, thanks. But really, your case is interesting. When did this—er—apathy set in? It isn’t normal; it isn’t natural. There’s something beneath all this.”

“Well, yes—it dates back a long way. I’ll tell you about it.”…

“Waiter, a glass of beer!”

The glass that was brought him he gulped down at one swallow. Only, in taking up his pipe again, as his hand trembled, he let it drop, and it broke. This caused him a gesture of despair, and drew from him the complaint:

“Well, now, that’s really a tragedy, that is. It’ll take me a month to color another.”

And through the immense room, now full of tobacco-smoke and beer-drinkers, resounded again his everlasting cry:

“Waiter, a glass of beer!” Only this time he added, “And a new pipe!”

Filed Under: Beers, Just For Fun, Related Pleasures Tagged With: Literature

Beer In Ads #4519: Miss Rheingold 1959 Giving Rheingold By The Case

August 4, 2023 By Jay Brooks

Friday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, from December, Miss Rheingold 1959, Robbin Bain, has finished up her holiday grocery shopping, and is loading up her car with her purchases, including a Christmas-themed case of Rheingold beer. The headline reads. “24 Reasons for Giving Rheingold by the Case.”

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Beer In Ads #4518: Miss Rheingold 1959 Sizzles That Steak

August 3, 2023 By Jay Brooks

Thursday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, from November, Miss Rheingold 1959, Robbin Bain, still dressed in the same outfit she wore duck hunting in the last ad, is now cooking a meal for two dudes, with the caption reading. “Just sizzle that steak, brown those potatoes, toss that salad and open those bottles of Rheingold. And you’ve got yourself a feast!”

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Beer In Ads #4517: Miss Rheingold 1959 Aims For Refreshment

August 2, 2023 By Jay Brooks

Wednesday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, from November, Miss Rheingold 1959, Robbin Bain, is doing a little duck hunting by a small river or wetlands. Keeping the hunting theme, the caption reads. “When you’re aiming for refreshment, always hit it right

And here’s the same ad from the newspaper, but since it’s so exactly similar I didn’t do a separate post for it.

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

The First Death Of Steam Beer

August 2, 2023 By Jay Brooks

The news that Anchor Brewing Co. was closing its doors and liquidating its assets reverberated throughout the beer community a few weeks ago and continues to be a hot topic among the beer cognoscenti, Bay Area locals, and beer drinkers everywhere. The brewery stopped brewing almost immediately, and finished packaging everything in their tanks, closing both the brewery and the Public Taps on Sunday, July 30, and on Monday, July 31, held one last event for employees, their families and friends of the brewery. Today, August 2, the unique California process for liquidation known as Assignment for the Benefit of the Creditors (ABC) is scheduled to begin. ABC is defined as “a voluntary alternative to formal bankruptcy proceedings that transfers all of the assets from a debtor to a trust for liquidating and distributing its assets.” What happens next is anybody’s guess.

But the death of Steam Beer has happened before, or at least almost, possibly three times if we count those thirteen dry years we call Prohibition and that time in 1965 when Fritz Maytag bought the brewery just as it was about to close yet again. I came across this curious piece written in the San Francisco Examiner on Thursday, June 25, 1959. It was a sort of gossip column called “Bay Land,” and written by Dan Frishman, in which he laments that Anchor Brewery owner Joe Allen is going to close his brewery and retire, being unable to find anyone willing to keep it going.

A few days later, on Monday, June 29, 1959, he commented on the brewery again, telling the sad tale of someone taking a Steam beer sign with him on his world travels, but finding he no longer sees any point in continuing, given that the brewery is closing.

On June 26, the next day, columnist Bill Soberanes, writing in the Petaluma Argus-Courier, appears to take credit for being the first to break the news on Anchor’s closing over Herb Caen, who is usually credited with it.

And here’s the sidebar explaining that history from Dave Burkhart’s wonderful Anchor Brewing Story that was published last year.

Of course, we know (because this is all history) that the brewery did not close, at least for very long, and was instead bought by Lawrence Steese. The earliest mention of that I could find was July 3, 1959 in Bill Sobranes’ Petaluma Argus-Courier column “So They Tell Me.”

And a few days later he added the following in his July 7 column under the heading “This and That.”

I also found this somewhat funny ad in the Oakland Tribune from July 12, 1959. It’s for the Pizza Joynt located on Mission Blvd. near Tennyson in Hayward, California. It’s advertising some of the last of Anchor Steam Beer for sale being tapped on Sunday, July 19.

I don’t know if this was merely a coincidence or was published on purpose after it was announced that Lawrence Steese was buying the Anchor Brewery, but they ran this piece about him in the Marin Independent Journal on July 18, 1959.

Then in September, Dan Frishman again, in his Bay Land column in the San Francisco Examiner mentions that Steese and his partner are looking for a place in the city to put the new Anchor brewery but having a devil of a time.

And after the new year of 1960, Anchor still hadn’t reopened although as this January 25 article from the Marin Independent Journal details that Articles of Incorporation have been filed for the Steam Beer Brewing Co. (Allen’s wife insisted they retain ownership of the name and lease it back to Steese and his partners).

By May 10, 1960, the San Francisco Examiner was reporting that a location had been found for the brewery at 10th and Bryant Streets in the city, but that it would likely be another two months before they reopened the brewery.

In the San Francisco Examiner, in a column by Dick Nolan entitled “The City,” on July 1, 1960, he noted that the Anchor brewery had still not reopened, but that Steese was now shooting for an opening dat e of July 19.

Anyone who’s been around beer for a long time knows that they rarely, if ever, open when expected, because something always goes wrong, often multiple things and it appears the new Anchor Brewery in 1960 was no exception. It appears to have taken until early October for the brewery to reopen, as detailed in this article from the Oakland Tribune on October 16, 1960.

Unfortunately, by 1965, Steese was struggling to keep the brewery afloat and it was about to close for at least the third time in its long history. Happily, Fritz Maytag stepped in at that time and turned it into the proto-craft brewery it was until very recently, when it closed again, hopefully not for the last time.

And while this has nothing to do with this story, I also came across this Examiner article from 1959 about Potrero’s Russian Steam Baths. This is just a portion of a larger article and photo spread, but in it they mention what’s easily the most ridiculous explanation for where the name “Steam beer” originated.

Filed Under: Beers

Beer In Ads #4516: Miss Rheingold 1959 At The Fall Car Show

August 1, 2023 By Jay Brooks

Tuesday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, also from October, Miss Rheingold 1959, Robbin Bain, is at what appears to be the same antique car show as the last ad, but this time she’s sitting in the car about to drive off. But now that it’s in color, it’s obvious that it’s taking place in the Fall, with pumpkins, gourds and haystacks all around. The photo caption is also the same, reading, in part, “Hop in for a spin.” The generic headline reads: “My beer is Rheingold — the dry beer.”

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Beer In Ads #4515: Miss Rheingold 1959 Drives An Old Jalopy

August 1, 2023 By Jay Brooks

Monday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, also from October, Miss Rheingold 1959, Robbin Bain, is at what appears to be the same antique car show as the last ad, but this time she’s sitting in the car about to drive off. The photo caption is also the same, reading, in part, “Hop in for a spin.” The generic headline reads: “My beer is Rheingold — the dry beer.”

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Beer In Ads #4514: Hop In For A Spin With Miss Rheingold 1959

July 30, 2023 By Jay Brooks

Sunday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, also from October, Miss Rheingold 1959, Robbin Bain, is at what appears to be an antique car show and she’s getting herself a plate of food from the buffet table. Behind her is a very old car with a man and a dog waiting in the back seat. The photo caption reads, in part, “Hop in for a spin.” The generic headline reads: “My beer is Rheingold — the dry beer.”

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Beer In Ads #4513: Miss Rheingold 1959 On The Wagon

July 29, 2023 By Jay Brooks

Saturday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, also from September, Miss Rheingold 1959, Robbin Bain, is dressed in classic Western wear; a real cowgirl outfit. She’s on the back of a wagon, and someone is unloading cases of Rheingold beer. The headline reads: “The favorite beer since way back when.”

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

Beer In Ads #4512: Miss Rheingold 1959 In The Wild West

July 28, 2023 By Jay Brooks

Friday’s ad is for “Rheingold Beer,” from 1959. 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. Robbin Bain was Miss Rheingold for 1959. She was born in August of 1938, in Flushing, New York, and grew up in Bronxville. Before being elected, she was a successful model, appearing on the covers of national magazines and on television. She was also commercial artist, portrait painter and aspiring actress, performing in summer stock She appears to have been married three times, first to Arno Schefler in 1962, then to Alexander Gaudier, and finally to Edward V. Mele, whom she remained married to until his death in 2003. He started a manufacturing company that became the largest maker of jewel boxes in the world. As far as I can tell, she’s still alive and living in North Palm Beach, Florida. She also did some TV, appearing on To Tell the Truth and the Today Show. In this ad, also from September, Miss Rheingold 1959, Robbin Bain, is dressed in classic Western wear; a real cowgirl outfit. She’s on the back of a wagon, and someone is unloading cases of Rheingold beer. The headline again reads: “My Beer Is Rheingold — The Dry Beer.”

Filed Under: Art & Beer, Beers Tagged With: Advertising, History, Rheingold

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  • Ernie Dewing on Historic Beer Birthday: Charles William Bergner 
  • Steve 'Pudgy' De Rose on Historic Beer Birthday: Jacob Schmidt
  • Jay Brooks on Beer Birthday: Bill Owens

Recent Posts

  • Historic Beer Birthday: William Dow March 27, 2026
  • Firestone Walker Brewing To Assume Stewardship Of Trumer Pils In U.S. March 27, 2026
  • Historic Beer Birthday: Michael Jackson March 27, 2026
  • Beer In Ads #5187: Ballantine’s Bock Is Here — With Horns! March 26, 2026
  • Historic Beer Birthday: Augustus Hoeveler March 26, 2026

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