Brookston Beer Bulletin

Jay R. Brooks on Beer

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Beer In Ads #4616: Miss Rheingold 1962 Candidates At The Macy’s Fashion Show

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Saturday’s ad is for “Rheingold Beer,” from 1961. 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 27, 1961, was in the Daily News segment “New York In Focus, with the text “Tapped as 1962’s candidates for Miss Rheingold,” Contest,” and showing the six finalists, clockwise from the center front; Kathy Kersh, Anne Cantrell, Sue Houle, Judy McGuire, Valery Shields, and Tracy Butler.

And here’s the same photo used in a different paper:

And finally, here’s an ad from a few days prior, announcing the upcoming Macy’s Fashion Show where the above photos were taken:

Buddy’s Beer Garden

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looney-tunes
On the eve of the repeal of prohibition, anticipation must have been running pretty high. On November 11, 1933, Warner Brothers cartoon studios released their newest Looney Tunes animated short film, “Buddy’s Beer Garden.”

“It is a Looney Tunes cartoon, featuring Buddy, the second star of the series. It was supervised by Earl Duvall, here credited as ‘Duval,’ was one of only five Warner Bros. cartoons directed by him, and one of only three Buddy shorts. Musical direction was by Norman Spencer.”

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Here’s the description of the film from Wikipedia:

We enter Buddy’s beer garden, where are gathered many merry patrons, singing “Oh du lieber Augustin”, mugs in hand. The happy opening scene fades to one of an equally merry Buddy, who balances a tray and sings of the good cheer his beer brings (to the tune of “Auf Wiederseh’n (We’ll Meet Again)”), as he fixes a tablecloth and sets down two glasses of his ware, while a black dog, pretzels on its tail, behind him barks in tune. A German oom-pah band creates an ambience (and, as the band reappears four times throughout the cartoon, each time they are seen, as a gag, a small member of the group will come out of the largest member’s brass instrument, playing, in succession, a trumpet, maracas, a piano, and a bass drum.) Beer flows on tap, and Buddy ensures that each mug has plenty of foam. Cookie neatly prepares several pretzels, which then are salted by the same little dachshund, and carried thence away. The tongue sandwiches offered as part of the bar’s free lunch sing & lap up mustard; an impatient patron (presumably the same brute who serves as the villain in later shorts, such as Buddy’s Show Boat and Buddy’s Garage) demands his beer, which he instantly gulps down upon its arrival.

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All present take part in “It’s Time to Sing ‘Sweet Adeline’ Again”: some sing, one patron plays his spaghetti as though the noodles were strings on a harp, Buddy makes an instrument out of his steins, &c. Cookie comes around, offering cigars and cigarettes to the patrons, one of whom, the same impatient brute as before, accepts, but not before freshly stroking the girl’s chin. Cookie performs an exotic dance for the entire beer garden, and is joined by the selfsame patron, & a formerly stationery piano. The film goes on: Buddy whistles “Hi Lee Hi Lo”, tossing beer from one mug to another, preparing sandwiches, clearing tables.

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As a final treat for his customers, Our Hero introduces a lady singer (who bears a striking resemblance to Mae West), who reveals herself only after Buddy’s departure and a brief musical interlude. The grand dame attracts the attention of the very same recurring patron, who drunkenly stumbles over to her with the intention of receiving a kiss: as the song (“I Love my Big Time, Slow Time Baseball Man”) ends, he makes his request, but a horned goat, part of a poster advertising “Bock Beer”, but nonetheless quite alive, with its horns stabs the patron’s backside, sending him flying. The patron, on his airborne journey, causes the lady singer to catch her dress on an overhanging tree; the dress tears, & the throaty performer, now grounded, is revealed to be a cross-dressed Buddy. Pleasantly embarrassed, Buddy stalks away, waving blithely to all present; in the final shot, we see that the bird cage strapped to Buddy’s posterior (there to replicate the voluptuousness of his singing persona), in fact houses an exotic bird, which shows itself to have a voice & nose like those of Jimmy Durante, as well as a saying: “Am I mortified!”

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Although it’s fairly small, here’s the entire cartoon to watch. Enjoy.

Beer In Ads #4615: Tapped To Be Miss Rheingold 1962

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Friday’s ad is for “Rheingold Beer,” from 1961. 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 27, 1961, was in the Daily News segment “New York In Focus, with the text “Tapped as 1962’s candidates for Miss Rheingold,” Contest,” and showing the six finalists, clockwise from the center front; Kathy Kersh, Anne Cantrell, Sue Houle, Judy McGuire, Valery Shields, and Tracy Butler.

Beer In Ads #4614: Two Bay State Ex-Students In Miss Rheingold 1962 Contest

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Thursday’s ad is for “Rheingold Beer,” from 1961. 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 6, 1961, was in the Boston Globe, with the headline “Two Bay State Ex-Students In Miss Rheingold Contest,” they’re announcing the 23rd consecutive Miss Rheingold contest for 1962. Showing the six finalists, with the tagling “Which is Your Favorite” — front row, left to right: Kathy Kersh, Valery Shields, and Tracy Butler; back row, left to right: Sue Houle, Judy McGuire, and Anne Cantrell. But because it’s a Massachusetts’ newspaper, they focus on two of the finalists who went to school in Boston.

Beer In Ads #4613: Make A Choice For Miss Rheingold 1962

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Wednesday’s ad is for “Rheingold Beer,” from 1961. 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, 1961, with the tagline “Make a Choice,” they’re announcing the 23rd consecutive Miss Rheingold contest for 1962. Pictured are the six finalists, who this year are — front row, left to right: Kathy Kersh, Valery Shields, and Tracy Butler; back row, left to right: Sue Houle, Judy McGuire, and Anne Cantrell.

Beer In Ads #4612: Merry Christmas From Miss Rheingold 1961

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Tuesday’s ad is for “Rheingold Beer,” from 1961. 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. Janet E. Mick was Miss Rheingold 1961, and was born January 5, 1935. She was born in Westmont, N.J., but her parents later moved to Camden. Curiously, each of her three sisters also has a name beginning with the letter “J” and a middle name beginning with “E.” Her sisters include Joyce E., Judith E., and Jean E. After graduating from Camden High School, she worked for five years with New Jersey Bell Telephone in the Camden office, before becoming a stewardess for American Airlines. In between, she also enrolled at the American Academy of Dramatic Arts and Ballet in Philadelphia. While a stewardess, she became “Miss American Airlines” and appeared in ads for the airline. She also routinely flew back and forth between Los Angeles, so registered with a modeling agency in California and began accepting modeling jobs, including television commercials. So she entered the Miss Rheingold contest, hoping to supplement her income. She enjoys pizza and making homemade ice cream. In her spare time, she plays tennis, bowls and goes swimming. In September of 1962, the year after her reign, she married John Petersen Warwick, an Exec. VP of the ad agency Warwick & Legler, Inc. He was responsible for such memorable ads as the Timex Torture Test and Heineken and Seagram’s ads, among many others. He later was Chairman and CEO for 33 years of the prestigious advertising firm. The couple had two children. He passed away in 2016, but she appears to still be alive. In this ad, also from December, Janet Mick, Miss Rheingold 1961, is underneath the mistletoe, facing off with, presumably, her paramour. Behind them is a Christmas tree and below them is a tray with two glasses of Rheingold beer. Unfortunatly, this is the only image of this ad in color I could find.

Beer In Ads #4611: Miss Rheingold 1961 Under The Mistletoe

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Monday’s ad is for “Rheingold Beer,” from 1961. 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. Janet E. Mick was Miss Rheingold 1961, and was born January 5, 1935. She was born in Westmont, N.J., but her parents later moved to Camden. Curiously, each of her three sisters also has a name beginning with the letter “J” and a middle name beginning with “E.” Her sisters include Joyce E., Judith E., and Jean E. After graduating from Camden High School, she worked for five years with New Jersey Bell Telephone in the Camden office, before becoming a stewardess for American Airlines. In between, she also enrolled at the American Academy of Dramatic Arts and Ballet in Philadelphia. While a stewardess, she became “Miss American Airlines” and appeared in ads for the airline. She also routinely flew back and forth between Los Angeles, so registered with a modeling agency in California and began accepting modeling jobs, including television commercials. So she entered the Miss Rheingold contest, hoping to supplement her income. She enjoys pizza and making homemade ice cream. In her spare time, she plays tennis, bowls and goes swimming. In September of 1962, the year after her reign, she married John Petersen Warwick, an Exec. VP of the ad agency Warwick & Legler, Inc. He was responsible for such memorable ads as the Timex Torture Test and Heineken and Seagram’s ads, among many others. He later was Chairman and CEO for 33 years of the prestigious advertising firm. The couple had two children. He passed away in 2016, but she appears to still be alive. In this ad, also from December, Janet Mick, Miss Rheingold 1961, is underneath the mistletoe, facing off with, presumably, her paramour. Behind them is a Christmas tree and below them is a tray with two glasses of Rheingold beer.

Beer In Ads #4610: Miss Rheingold 1961 Dancing At The Hoedown

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Sunday’s ad is for “Rheingold Beer,” from 1961. 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. Janet E. Mick was Miss Rheingold 1961, and was born January 5, 1935. She was born in Westmont, N.J., but her parents later moved to Camden. Curiously, each of her three sisters also has a name beginning with the letter “J” and a middle name beginning with “E.” Her sisters include Joyce E., Judith E., and Jean E. After graduating from Camden High School, she worked for five years with New Jersey Bell Telephone in the Camden office, before becoming a stewardess for American Airlines. In between, she also enrolled at the American Academy of Dramatic Arts and Ballet in Philadelphia. While a stewardess, she became “Miss American Airlines” and appeared in ads for the airline. She also routinely flew back and forth between Los Angeles, so registered with a modeling agency in California and began accepting modeling jobs, including television commercials. So she entered the Miss Rheingold contest, hoping to supplement her income. She enjoys pizza and making homemade ice cream. In her spare time, she plays tennis, bowls and goes swimming. In September of 1962, the year after her reign, she married John Petersen Warwick, an Exec. VP of the ad agency Warwick & Legler, Inc. He was responsible for such memorable ads as the Timex Torture Test and Heineken and Seagram’s ads, among many others. He later was Chairman and CEO for 33 years of the prestigious advertising firm. The couple had two children. He passed away in 2016, but she appears to still be alive. In this ad, also from November, Janet Mick, Miss Rheingold 1961, is at the same barn dance as the previous ad, but this time she’s actually out on the dance floor, doing her on do-si-do-ing.

Beer In Ads #4609: Miss Rheingold 1961 At The Hoedown

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Saturday’s ad is for “Rheingold Beer,” from 1961. 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. Janet E. Mick was Miss Rheingold 1961, and was born January 5, 1935. She was born in Westmont, N.J., but her parents later moved to Camden. Curiously, each of her three sisters also has a name beginning with the letter “J” and a middle name beginning with “E.” Her sisters include Joyce E., Judith E., and Jean E. After graduating from Camden High School, she worked for five years with New Jersey Bell Telephone in the Camden office, before becoming a stewardess for American Airlines. In between, she also enrolled at the American Academy of Dramatic Arts and Ballet in Philadelphia. While a stewardess, she became “Miss American Airlines” and appeared in ads for the airline. She also routinely flew back and forth between Los Angeles, so registered with a modeling agency in California and began accepting modeling jobs, including television commercials. So she entered the Miss Rheingold contest, hoping to supplement her income. She enjoys pizza and making homemade ice cream. In her spare time, she plays tennis, bowls and goes swimming. In September of 1962, the year after her reign, she married John Petersen Warwick, an Exec. VP of the ad agency Warwick & Legler, Inc. He was responsible for such memorable ads as the Timex Torture Test and Heineken and Seagram’s ads, among many others. He later was Chairman and CEO for 33 years of the prestigious advertising firm. The couple had two children. He passed away in 2016, but she appears to still be alive. In this ad, from November, Janet Mick, Miss Rheingold 1961, is at a barn dance, pausing from the festivities to grab a can of beer from a metal tub of ice as people continue to do-si-do behind her.

Beer In Ads #4608: Miss Rheingold 1961 Goes Barn Dancing

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Friday’s ad is for “Rheingold Beer,” from 1961. 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. Janet E. Mick was Miss Rheingold 1961, and was born January 5, 1935. She was born in Westmont, N.J., but her parents later moved to Camden. Curiously, each of her three sisters also has a name beginning with the letter “J” and a middle name beginning with “E.” Her sisters include Joyce E., Judith E., and Jean E. After graduating from Camden High School, she worked for five years with New Jersey Bell Telephone in the Camden office, before becoming a stewardess for American Airlines. In between, she also enrolled at the American Academy of Dramatic Arts and Ballet in Philadelphia. While a stewardess, she became “Miss American Airlines” and appeared in ads for the airline. She also routinely flew back and forth between Los Angeles, so registered with a modeling agency in California and began accepting modeling jobs, including television commercials. So she entered the Miss Rheingold contest, hoping to supplement her income. She enjoys pizza and making homemade ice cream. In her spare time, she plays tennis, bowls and goes swimming. In September of 1962, the year after her reign, she married John Petersen Warwick, an Exec. VP of the ad agency Warwick & Legler, Inc. He was responsible for such memorable ads as the Timex Torture Test and Heineken and Seagram’s ads, among many others. He later was Chairman and CEO for 33 years of the prestigious advertising firm. The couple had two children. He passed away in 2016, but she appears to still be alive. In this ad, from November, Janet Mick, Miss Rheingold 1961, is at a barn dance, pausing from the festivities to grab a can of beer from a metal tub of ice as people continue to do-si-do behind her.