Saturday’s ad is for “Rheingold Beer,” from 1945. 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. Pat Boyd was Miss Rheingold 1945, and according to her Find-a-Grave page, she “worked as a model with many prestigious modeling agencies, including, Eileen Ford, Harry Conover and John Robert Powers. In 1945 Patricia “Patty” Boyd became Miss Rheingold.” She was born in 1922 and married Robert D. Buckalew. The couple resided in Montclair, New Jersey until they both passed away in 2007. This ad, from February, shows her at a bowling alley, which she apparently loves because of “its friendly informality,” and, not surprisingly, that you can get a beer there,, too.

Friday’s ad is for “Rheingold Beer,” from 1945. 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. Pat Boyd was Miss Rheingold 1945, and according to her Find-a-Grave page, she “worked as a model with many prestigious modeling agencies, including, Eileen Ford, Harry Conover and John Robert Powers. In 1945 Patricia “Patty” Boyd became Miss Rheingold.” She was born in 1922 and married Robert D. Buckalew. The couple resided in Montclair, New Jersey until they both passed away in 2007. This ad, from January, shows her on the slopes, holding a pair of skis in her hands, with a big ski chalet in the background. This is the shot they were photographing in yesterday’s newspaper ad.

Thursday’s ad is for “Rheingold Beer,” from 1945. 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. Pat Boyd was Miss Rheingold 1945, and according to her Find-a-Grave page, she “worked as a model with many prestigious modeling agencies, including, Eileen Ford, Harry Conover and John Robert Powers. In 1945 Patricia “Patty” Boyd became Miss Rheingold.” She was born in 1922 and married Robert D. Buckalew. The couple resided in Montclair, New Jersey until they both passed away in 2007. This ad, from January, shows her on the slopes, holding a pair of skis in her hands. The text is a bit tortured as it struggles to make a connection between skiing and beer.

Wednesday’s ad is for “Rheingold Beer,” from 1944. 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 originally ran in late 1944 announcing Pat Boyd as the new Miss Rheingold for 1945. According to her Find-a-Grave page, she “worked as a model with many prestigious modeling agencies, including, Eileen Ford, Harry Conover and John Robert Powers. In 1945 Patricia “Patty” Boyd became Miss Rheingold.” She was born in 1922 and married Robert D. Buckalew. The couple resided in Montclair, New Jersey until they both passed away in 2007.

Tuesday’s ad is for “Rheingold Beer,” from 1944. 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 as originally ran in late 1944 showing the six finalists to become Miss Rheingold for 1945. This year’s finalists included Jane House (who was Miss Rheingold 1944), Edna Kirvin, Lianne Lytell, Francine, Counihan, Pat Boyd, and Norma Richter. Encouraging people to cast their vote for one of them, voting had to be done by the end of September.

Here’s the same ad in black in white, and much higher resolution, as it ran in the newspaper September 17, 1944:

And here’s another color ad that’s smaller but a little better resolution.

Monday’s ad is for “Rheingold Beer,” from 1944. 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. Miss Rheingold 1944 was Jane House, and unfortunately, I wasn’t able to find out much about her apart from she was signed to Columbia pictures, so she at least had aspirations to be an actress. There is a Jane House listed on the iMDb, but doesn’t begin until she was on a television show in 1956, so I’m not sure if it’s the same person. In this ad, from, December, she’s wearing the same dress from yesterday’s ad, but the tree is gone and she’s sitting on the ground holding a sign saying “Seasons Greetings” that’s also signed by her.

Sunday’s ad is for “Rheingold Beer,” from 1944. 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. Miss Rheingold 1944 was Jane House, and unfortunately, I wasn’t able to find out much about her apart from she was signed to Columbia pictures, so she at least had aspirations to be an actress. There is a Jane House listed on the iMDb, but doesn’t begin until she was on a television show in 1956, so I’m not sure if it’s the same person. In this ad, from, December, she’s standing in front of a Christmas tree that she just finished trimming. And naturally, after all that hard work she’ll need a beer.

Friday’s ad is for “Rheingold Beer,” from 1944. 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. Miss Rheingold 1944 was Jane House, and unfortunately, I wasn’t able to find out much about her apart from she was signed to Columbia pictures, so she at least had aspirations to be an actress. There is a Jane House listed on the iMDb, but doesn’t begin until she was on a television show in 1956, so I’m not sure if it’s the same person. In this ad, from, I think, November, she’s wearing a wreath of chrysanthemums, and there’s this bit of awkward text. “My favorite flower is the chrysanthemum — because my favorite sport is football!” At first, I found this odd, but it turns out that chrysanthemums are “the Queen of the Fall Flowers,” and it used to be common to have “football mums,” a corsage of chrysanthemums for homecoming dances around football. Who knew? The text follows up with how wel they go together. “At the game they go together like hot dogs and Rheingold beer.”

Thursday’s ad is for “Rheingold Beer,” from 1944. 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. Miss Rheingold 1944 was Jane House, and unfortunately, I wasn’t able to find out much about her apart from she was signed to Columbia pictures, so she at least had aspirations to be an actress. There is a Jane House listed on the iMDb, but doesn’t begin until she was on a television show in 1956, so I’m not sure if it’s the same person. In this ad, from, I think, October, she’s in a hayloft or on a hayride, I’m not sure.

Wednesday’s ad is for “Rheingold Beer,” from 1944. 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. Miss Rheingold 1944 was Jane House, and unfortunately, I wasn’t able to find out much about her apart from she was signed to Columbia pictures, so she at least had aspirations to be an actress. There is a Jane House listed on the iMDb, but doesn’t begin until she was on a television show in 1956, so I’m not sure if it’s the same person. In this ad, from October, she’s at a dude ranch, riding and roping, which is, apparently, “tiring work.” Not surprisingly, it make people thirsty for a beer.