
Tuesday’s ad is for Rheingold, from 1960. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features African American film and theatre actress, singer, and dancer Dorothy Dandridge. “She is perhaps best known for being the first African-American actress to be nominated for an Academy Award for Best Actress for her performance in the 1954 film Carmen Jones. Dandridge performed as a vocalist in venues such as the Cotton Club and the Apollo Theater. During her early career, she performed as a part of The Wonder Children, later The Dandridge Sisters, and appeared in a succession of films, usually in uncredited roles.” In this ad, Dandridge says we should count her in among the total number of people who love Rheingold Extra Dry.
Beer In Ads #2584: My Beer Is Rheingold Says Larry Steele

Monday’s ad is for Rheingold, from 1959. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features Portuguese-born Brazilian samba singer, dancer, Broadway actress, and film star Larry Steele. There’s not much I could find about him, but he apparently produced a well-known traveling show from 1946-1971 called “Smart Affairs.” In this ad, Steele is holding a glass of Rheingold Extra Dry and giving us tips on show business.

Beer In Ads #2583: My Beer Is Rheingold Says Carmen Miranda

Sunday’s ad is for Rheingold, from 1940. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features Portuguese-born Brazilian samba singer, dancer, Broadway actress, and film star Carmen Miranda. “Nicknamed “The Brazilian Bombshell”, Miranda is noted for her signature fruit hat outfit she wore in her American films. As a young woman, she designed hats in a boutique before making her first recordings with composer Josué de Barros in 1929. Miranda’s 1930 recording of “Taí” (“Pra Você Gostar de Mim”), written by Joubert de Carvalho, catapulted her to stardom in Brazil as the foremost interpreter of samba.” In this ad, Miranda claims people associate her with South America, but she associates good beer with North America, and especially Rheingold Extra Dry.

Beer In Ads #2582: My Beer Is Rheingold Says Claudia McNeil

Saturday’s ad is for Rheingold, from 1959. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American actress Claudia McNeil. She was best known “for premiering the role of matriarch Lena Younger in both the stage and screen productions of A Raisin in the Sun. She later appeared in a 1981 production of the musical version of the play, Raisin presented by Equity Library Theater. She was twice nominated for a Tony Award, first for her onstage performance in A Raisin in the Sun (1959), and again for the play Tiger Tiger Burning Bright in 1962. She was also nominated for a Golden Globe Award and a BAFTA Award for the screen version of A Raisin in the Sun in 1961.” In this ad, McNeil simply stands in the street, on Broadway below her marquee for “A Raisin in the Sun” and says, like her show, Rheingold Extra Dry gets a “top-billing.”
Beer In Ads #2581: My Beer Is Rheingold Says Sam Byrd

Friday’s ad is for Rheingold, from 1947. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American professional baseball player and professional golfer Sam Byrd. In this ad, Byrd compares baseball and golf, and says you need to stay calm playing either one, but it’s best to just think of something else and not worry about. And to that purpose, he suggests Rheingold Extra Dry.

Beer In Ads #2580: My Beer Is Rheingold Says Alice-Leone Moats

Thursday’s ad is for Rheingold, from 1942. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American journalist and author Alice-Leone Moats. In this ad, Moats, who traveled the world as a journalist, tells a story of being in Africa and being delighted to find a cool, refreshing Rheingold Extra Dry.

Beer In Ads #2579: My Beer Is Rheingold Says Stanley Woodward

Wednesday’s ad is for Rheingold, from 1946. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American sports writer Stanley Woodward. “Sportswriting legend Stanley Woodward had a 43-year career [as a] sportswriter and editor.” In this ad, Woodward confesses that he’s gotten many, many sports predictions wrong, but then suggests one prediction he won’t get wrong is that you’ll like Rheingold Extra Dry.

Top 50 Breweries For 2017
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The Brewers Association just announced the top 50 breweries and craft breweries in the U.S. based on sales, by volume, for 2017, which is listed below here. I should also mention that this represents “craft breweries” according to the BA’s membership definition, and not necessarily how most of us would define them, as there’s no universally agreed upon way to differentiate the two. For the tenth year, they’ve also released a list of the top 50 breweries, which includes all breweries. In the past I’ve posted the two lists separately, but have decided going forward to present them together since the two are getting increasingly intermingled. Here is this year’s craft brewery list:
Top 50 Craft Brewing Companies
| Rank | Brewery Name | City | State |
|---|---|---|---|
| 1 | D. G. Yuengling & Son, Inc | Pottsville | PA |
| 2 | Boston Beer Co | Boston | MA |
| 3 | Sierra Nevada Brewing | Chico | CA |
| 4 | New Belgium Brewing | Fort Collins | CO |
| 5 | Duvel Moortgat | Paso Robles/Kansas City/Cooperstown | CA/MO/NY |
| 6 | Gambrinus | San Antonio/Berkeley/Portland | TX/CA/OR |
| 7 | Bell’s Brewery, Inc | Comstock | MI |
| 8 | Stone Brewing | Escondido | CA |
| 9 | CANarchy | Longmont/Tampa/Salt Lake City/ Comstock Park | CO/FL/UT/MI |
| 10 | Deschutes Brewery | Bend | OR |
| 11 | Brooklyn Brewery | Brooklyn | NY |
| 12 | Dogfish Head Craft Brewery | Milton | DE |
| 13 | Minhas Craft Brewery | Monroe | WI |
| 14 | Artisanal Brewing Ventures | Downingtown/Lakewood | PA/NY |
| 15 | SweetWater Brewing | Atlanta | GA |
| 16 | New Glarus Brewing | New Glarus | WI |
| 17 | Matt Brewing | Utica | NY |
| 18 | Harpoon Brewery | Boston | MA |
| 19 | Alaskan Brewing | Juneau | AK |
| 20 | Great Lakes Brewing | Cleveland | OH |
| 21 | Abita Brewing | Abita Springs | LA |
| 22 | Odell Brewing | Fort Collins | CO |
| 23 | Stevens Point Brewery | Stevens Point | WI |
| 24 | August Schell Brewing | New Ulm | MN |
| 25 | Summit Brewing | Saint Paul | MN |
| 26 | 21st Amendment Brewery | Bay Area | CA |
| 27 | Shipyard Brewing | Portland | ME |
| 28 | Flying Dog Brewery | Frederick | MD |
| 29 | Full Sail Brewing | Hood River | OR |
| 30 | Troëgs Brewing | Hershey | PA |
| 31 | Long Trail Brewing | Bridgewater Corners | VT |
| 32 | Rogue Ales | Newport | OR |
| 33 | Rhinegeist Brewery | Cincinnati | OH |
| 34 | Narragansett Brewing | Providence | RI |
| 35 | Gordon Biersch Brewing | San Jose | CA |
| 36 | Allagash Brewing | Portland | ME |
| 37 | Uinta Brewing | Salt Lake City | UT |
| 38 | Ninkasi Brewing | Eugene | OR |
| 39 | Surly Brewing | Minneapolis | MN |
| 40 | Revolution Brewing | Chicago | IL |
| 41 | Karl Strauss Brewing | San Diego | CA |
| 42 | Bear Republic Brewing | Cloverdale | CA |
| 43 | Green Flash Brewing | San Diego | CA |
| 44 | Left Hand Brewing | Longmont | CO |
| 45 | Three Floyds Brewing | Munster | IN |
| 46 | Saint Arnold Brewing | Houston | TX |
| 47 | Lost Coast Brewery | Eureka | CA |
| 48 | North Coast Brewing | Fort Bragg | CA |
| 49 | Wachusett Brewing | Westminster | MA |
| 50 | Avery Brewing | Boulder | CO |

This list, by contrast, is the Top 50 Overall Brewing Companies in the U.S. based on sales, by volume, for 2017. This includes all breweries, regardless of size or any other definitions or parameters.
Breweries in bold are considered to be “small and independent craft brewers” under the BA’s current definition. That there are so many footnotes (23 in total, or almost half of the list) explaining exceptions or reasons for the specific entry, seems illustrative of a growing problem with the definition of what is a craft brewery. I certainly understand the need for a trade group to have a clearly defined set of criteria for membership, but I think the current one is getting increasingly outdated again, and it’s only been a few years since the contentious debate that resulted in the current BA one. But it may be time to revisit that again. This is the same number of footnotes as last year, so this is a problem that is not resolving itself.
Top 50 Overall Brewing Companies
| Rank | Brewery Name | City | State |
|---|---|---|---|
| Bold = small and independent craft brewery | |||
| 1 | Anheuser-Busch, Inc (a) | Saint Louis | MO |
| 2 | MillerCoors (b) | Chicago | IL |
| 3 | Constellation (c) | Chicago | IL |
| 4 | Heineken (d) | White Plains | NY |
| 5 | Pabst Brewing (e) | Los Angeles | CA |
| 6 | D. G. Yuengling & Son | Pottsville | PA |
| 7 | North Amer. Breweries (f) | Rochester | NY |
| 8 | Diageo (g) | Norwalk | CT |
| 9 | Boston Beer Co (h) | Boston | MA |
| 10 | Sierra Nevada Brewing | Chico | CA |
| 11 | New Belgium Brewing (i) | Fort Collins | CO |
| 12 | Craft Brew Alliance (j) | Portland | OR |
| 13 | Duvel Moortgat (k) | Paso Robles/Kansas City/Cooperstown | CA/MO/NY |
| 14 | Gambrinus (l) | San Antonio/Berkeley/Portland | TX/CA/OR |
| 15 | Founders Brewing (m) | Grand Rapids | MI |
| 16 | Bell’s Brewery, Inc (n) | Comstock | MI |
| 17 | Sapporo USA (o) | La Crosse | WI |
| 18 | Stone Brewing | Escondido | CA |
| 19 | CANarchy (p) | Longmont/Tampa/Salt Lake City/Comstock Park | CO/FL/UT/MI |
| 20 | Deschutes Brewery | Bend | OR |
| 21 | Brooklyn Brewery | Brooklyn | NY |
| 22 | Dogfish Head | Milton | DE |
| 23 | Minhas Craft Brewery (q) | Monroe | WI |
| 24 | Artisanal Brewing Ventures (r) | Downingtown/Lakewood | PA/NY |
| 25 | SweetWater Brewing | Atlanta | GA |
| 26 | New Glarus Brewing | New Glarus | WI |
| 27 | Matt Brewing (s) | Utica | NY |
| 28 | Harpoon Brewery | Boston | MA |
| 29 | Alaskan Brewing | Juneau | AK |
| 30 | Great Lakes Brewing | Cleveland | OH |
| 31 | Abita Brewing | Abita Springs | LA |
| 32 | Odell Brewing | Fort Collins | CO |
| 33 | Stevens Point (t) | Stevens Point | WI |
| 34 | August Schell (u) | New Ulm | MN |
| 35 | Summit Brewing | Saint Paul | MN |
| 36 | 21st Amendment | Bay Area | CA |
| 37 | Shipyard Brewing (v) | Portland | ME |
| 38 | Flying Dog Brewery | Frederick | MD |
| 39 | Full Sail Brewing | Hood River | OR |
| 40 | Troëgs Brewing | Hershey | PA |
| 41 | Long Trail Brewing (w) | Bridgewater Corners | VT |
| 42 | Rogue Ales | Newport | OR |
| 43 | Rhinegeist Brewery | Cincinnati | OH |
| 44 | Narragansett Brewing | Providence | RI |
| 45 | Gordon Biersch Brewing | San Jose | CA |
| 46 | Allagash Brewing Co | Portland | ME |
| 47 | Uinta Brewing | Salt Lake City | UT |
| 48 | Ninkasi Brewing | Eugene | OR |
| 49 | Surly Brewing | Minneapolis | MN |
| 50 | Revolution Brewing | Chicago | IL |

2017 Top 50 Overall U.S.
Brewing Companies Notes
Footnotes from brand lists are illustrative, and may not be exhaustive – ownership stakes
reflect greater than 25% ownership:
(a) Anheuser-Busch, Inc includes 10 Barrel, Bass, Beck’s, Blue Point, Bud Light,
Budweiser, Breckenridge, Busch, Devils Backbone, Elysian, Four Peaks, Golden
Road, Goose Island, Karbach, King Cobra, Landshark, Michelob, Natural Rolling
Rock, Shock Top, Wicked Weed, Wild Series brands and Ziegenbock brands.
Does not include partially owned Coastal, Craft Brew Alliance, Fordham, Kona,
Old Dominion, Omission, Red Hook, and Widmer Brothers brands;
(b) MillerCoors includes A.C. Golden, Batch 19, Blue Moon, Colorado Native,
Coors, Hamms, Hop Valley, Icehouse, Keystone, Killian’s, Leinenkugel’s,
Mickey’s, Milwaukee’s Best, Miller, Olde English, Revolver, Saint Archer, Steel
Reserve, Tenth & Blake, and Terrapin brands;
(c) Constellation Brewing Co includes domestic brands Ballast Point, Funky Buddha,
and Tocayo Brands; it also includes imported brands Corona, Modelo, Pacifico,
and Victoria;
(d) Heineken Brewing Co includes domestic brand Lagunitas Brewing Co as well as
imported brands Dos Equis and Tecate;
(e) Pabst Brewing Co includes Ballantine, Lone Star, Pabst, Pearl, Primo, Rainier,
Schlitz and Small Town brands;
(f) North American Breweries includes Dundee, Genesee, Labatt Lime,
Mactarnahan’s, Magic Hat, Portland and Pyramid brands as well as import
volume;
(g) Diageo Brewing Co includes both domestically produced and imported Guinness
brands;
(h) Boston Beer Co includes Alchemy & Science and Sam Adams brands. Does not
include Twisted Tea or Angry Orchard brands;
(i) New Belgium Brewing Co includes Magnolia Brewing Brands (partial year);
(j) Craft Brew Alliance includes Kona, Omission, Red Hook and Widmer Brothers
brands;
(k) Duvel Moortgat includes Boulevard, Firestone Walker, and Ommegang brands;
(l) Gambrinus includes BridgePort, Shiner and Trumer brands;
(m)Founders ownership stake by Mahou San Miguel;
(n) Bell’s Brewery, Inc includes Bell’s and Upper Hand brands;
(o) Sapporo USA includes Anchor Brewing Co (partial year), Sapporo and Sleeman
brands as well as export volume;
(p) CANarchy includes Cigar City, Oskar Blues Brewing Co, Perrin and Utah
Brewers Cooperative brands;
(q) Minhas Craft Brewery includes Huber, Mountain Crest and Rhinelander brands as
well as export volume;
(r) Artisanal Brewing Ventures includes Victory and Southern Tier brands;
(s) Matt Brewing Co includes Flying Bison, Saranac and Utica Club brands;
(t) Stevens Point Brewery includes James Page and Point brands;
(u) August Schell Brewing Co includes Grain Belt and Schell’s brands;
(v) Shipyard Brewing Co includes Casco Bay, Sea Dog and Shipyard brands;
(w)Long Trail Brewing Co includes Long Trail, Otter Creek and The Shed brands;

Here is this year’s press release. For a few years, the BA had helpfully annotated the list, saving me lots of time, since I’d been annotating the list for nearly a decade, but they abandoned that practice three years ago. And I’ve also given up on annotating, too. It used to be fun to see who was doing well and rising and who was slipping, but it’s as much about business dealings as hard work and brewing, so I give up.
And similar to the last couple of years, the BA created a map showing the relative location of each of the breweries that made the list.
Beer In Ads #2578: My Beer Is Rheingold Says Rosemary Lane

Tuesday’s ad is for Rheingold, from 1942. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American singer and actress Rosemary Lane. She was one of the Lane Sisters, a family musical group. “Lola, Rosemary, and Priscilla co-starred in four films together: Four Daughters (1938), Daughters Courageous (1939), Four Wives (1939) and Four Mothers (1941). Leota did not find the same success as her sisters and left Hollywood for New York City before the sisters’ breakthrough.” In this ad, Rosemary talks about how strenuous and tiring rehearsing can be, and how she likes to combat her fatigue by drinking Rheingold Extra Dry.
Beer In Ads #2577: My Beer Is Rheingold Says Brock Pemberton

Sunday’s ad is for Rheingold, from 1946. In the 1940s and 1950s, Rheingold recruited a number of prominent celebrities to do ads for them, all using the tagline: “My beer is Rheingold — the Dry beer!” This ad features American theatrical producer, director and founder of the Tony Awards Brock Pemberton. “He was the professional partner of Antoinette Perry, co-founder of the American Theatre Wing, and he was also a member of the Algonquin Round Table.” In this ad, Pemberton explains that producing plays in an unpredictable and inconsistent business, the polar opposite of brewing Rheingold Extra Dry.





