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Gŵyl Mabsant

February 9, 2023 By Jay Brooks

Today is Gŵyl Mabsant, which is an old Welsh holiday that hasn’t been widely observed there since the 1860s, so it’s been gone for some time. But maybe it’s worth bring back. It certainly sounded interesting, especially when one article referred to it as “A Drunken Welsh Mini-Olympics,” and described it thusly:

The Welsh holiday of Gŵyl Mabsant, which celebrates a local parish saint, hasn’t been properly celebrated since the end of the 19th century. It’s a damn shame, too – the whole thing sounds like a blast, with highly unorthodox athletic competitions such as blindfolded wheelbarrow-driving, “fives” (a squash-like game, pictured, played against the church walls), and something called “old women’s grinning matches.” There was also football, bando (a field hockey-like game), and, unfortunately, cockfighting. The mix of alcohol, gambling, and crazy games gave the holiday a bad reputation, ultimately getting it shut down by religious leaders.

The game of ‘fives’, rather like a primitive form of squash, often took place against the church walls. Image from The Cambrian Popular Antiquities, Peter Roberts (1815).

And this account is from the Museum of Wales:

The gŵyl mabsant was one of the most popular rural festivals in Wales. Commemorating the local parish saint, this annual celebration developed from a dedication through prayer to a programme of recreational activities, enjoyed by all.

Gŵylmabsantau was mentioned in writing as early as 1470, and the festival was common throughout Wales up until the end of the 19th century.

From cockfighting to grinning matches

Competitions at the festivals ranged from running races to old women’s grinning matches and blindfolded wheelbarrow-driving. At the three day sports event held in Llangyfelach near Swansea in 1780, competitions and prizes included a women’s race for a smock and petticoat and eating a hot pudding for a silver table spoon. Animal sports were a familiar scene, particularly cockfights, on which large amounts of money were wagered. Birds were specially trained for the contest, and the owner of a victorious cockerel was held in high esteem.

Early versions of Association Football were often played over Christmas, New Year and at Shrovetide. Large crowds of spectators gathered to witness the matches, which, owing to a lack of pre-determined rules, tended to degenerate into chaos, with injuries being common.

Bando

Bando was another favoured team sport and continued in some areas until the late 19th century. Particularly popular in Glamorgan, bando was similar to the modern game of hockey and teams used clubs to strike the ball towards a goal.

A rowdy reputation

Owing to the combination of betting, feasting and alcohol consumption, it was not surprising that parish festivals built-up a reputation for their rowdiness. Publicans often played a significant role in organising and promoting sports events, many being arranged over the bar. The games contested were high-spirited and unwritten rules were often decided informally before the start of a match. As many sports were localised activities, rules usually differed from place to place, leading to disagreements between parishes.

Cockfighting
Cockfighting featured prominently on the rural calendar, and was popular with all sections of society throughout Wales until the early 19th century.

Concern regarding the unlicensed revelry and alcoholic over-indulgence commonly occurring at the festivals, as well as the doubtful benefits of the games themselves, was increasingly voiced from the 18th century onwards, most noticeably by religious leaders.

Worthless and sinful

The Methodist and other religious revivals which swept across Wales from the mid 18th century until the turn of the 20th century, attacked sporting activities indiscriminately as worthless and sinful. Physical recreation was viewed by some as a great threat to the morals of the population. Eminent religious figures, such as Thomas Charles, tried to suppress impious fairs and festivals, in 1799 he described Wales as “sunk in superstition and vice”. Consequently, parishioners turned increasingly to churches and chapels for release and salvation, and as prayer meetings were sometimes purposely arranged to clash with sports days, religion became a potent force in the eventual decline of the Gŵyl Mabsant.

This is the album cover for a record of Welsh Celtic folk songs released in 1984.

And this one is from Cracked:

Looking back at some historical holidays, we kind of got an unfair deal. We get Arbor Day, a day theoretically dedicated to trees but practically dedicated to nothing, and Columbus Day, a day celebrated by people trying to defend a racist on the internet. Meanwhile, we don’t get Gwyl Mabsant.

Gwyl Mabsant means “Feast of the Patron,” and it, appropriately, was a religious festival that honored a parish’s patron saint. While it was intended to be a time of prayer, Gwyl Mabsant experienced a major shift around the time of the Reformation. This took away much of the religious context from the festival and replaced it with partying that would make any frat boy jealous.

The true saint of Gwyl Mabsant was booze, and this more popular version of the festival involved days of drinking and participating in sports and games. Contests like eating hot pudding and racing wheelbarrows while blindfolded would get a laugh out of Gwyl Mabsant attendees. Old women participated in “grinning matches,” which might be a version of gurning, an English contest in which people try to make and maintain the ugliest face possible. Drunkenly laughing at old ladies was probably as good a time as drunks were going to have in the days before beer pong and Waffle House.

Gambling was another major appeal to Gwyl Mabsant, and the main draw was cockfighting. Owners became stars of the festival and betting on the fights sort of became the main event.

Nothing screams “Feast of the Patron” like betting on which bird will kill the other.
Of course, between the gambling, drinking, and mocking of the elderly, someone was bound to ruin the fun. Like a resident assistant in a college dorm, someone had to come in and break up the party. In this instance, religious leaders began to object to the festivities associated with Gwyl Mabsant.

Revival movements started pushing back against the festivals around the middle of the 18th century. Gwyl Mabsant didn’t survive in any form much longer, and now one of the most fun holidays but a small blip in the history books and a loss for WorldStar viewers.

Filed Under: Just For Fun, Related Pleasures Tagged With: History, Holidays

Beer In Ads #4342: Miss Rheingold 1955 Goes Caroling

February 4, 2023 By Jay Brooks

Saturday’s ad is for “Rheingold Beer,” from 1955. 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. Nancy Woodruff was elected Miss Rheingold 1955.” She was born in Detroit Michigan in 1933, but was raised in San Leandro, California. Humorously, one newspaper reported she attended “San Leandro high school in San Francisco,” and not in … San Leandro. When she was 18, two years ago, she moved to New York City to pursue a modeling career. She entered the 1952 Miss Rheingold contest and was chosen as a finalist, but lost to Mary Austin that year. But she tried again in 1954, and well, here we are. I’m not sure how her career fared after this year, as there’s not much information I could find. Apparently, she did some early television, but mostly commercial work. She married stock broker Jack Paul Adler of New York in 1956, and they appear to have had two children, before moving to Naples, Florida at some point. She passed away in early 2004. In this ad, from December, she’s out during the winter holidays singing Christmas carols.

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

Beer In Ads #4256: Merry Christmas From Miss Rheingold 1953

November 8, 2022 By Jay Brooks

Tuesday’s ad is for “Rheingold Beer,” from 1953. 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 for 1953 was Mary Austin. I haven’t been able to find out very much about her, and there are some contradictions in what I did unearth. She was born in Flatbush, Brooklyn in 1921, and didn’t start modeling until she was thirty, in 1951. Before that, she worked at the National City Bank. According to a newspaper item in 1976, she married a Frank Fillen right after her Rheingold year and had seven kids, settling in Long Island. However, another more reputable account seems to suggest she married a Frances Xavier Killeen, but in 1950, before her stint as Miss Rheingold. But the seven kids part seems true. But then I also found her obituary when she passed in 2012, and she appears to have later married a Philip Holden Fett, also on Long Island. This isn’t specifically an ad, but is still interesting as a way in which the Miss Rheingold ad campaign seeped into the mainstream conversation. This is the cover of the December 1953 issue of “U.S. Camera” magazine, using the same or similar photo (I can’t quite tell, it looks very similar but has been reversed) as the Rheingold ad from December 1953, which also means this issue was planned to coincide with the ad running during the same time taht the issue was published and available on newsstands.

And just to remind you, and for comparison, this is the ad the photo was used in:

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

Beer In Ads #4255: Season’s Greetings From Miss Rheingold 1953

November 7, 2022 By Jay Brooks

Monday’s ad is for “Rheingold Beer,” from 1953. 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 for 1953 was Mary Austin. I haven’t been able to find out very much about her, and there are some contradictions in what I did unearth. She was born in Flatbush, Brooklyn in 1921, and didn’t start modeling until she was thirty, in 1951. Before that, she worked at the National City Bank. According to a newspaper item in 1976, she married a Frank Fillen right after her Rheingold year and had seven kids, settling in Long Island. However, another more reputable account seems to suggest she married a Frances Xavier Killeen, but in 1950, before her stint as Miss Rheingold. But the seven kids part seems true. But then I also found her obituary when she passed in 2012, and she appears to have later married a Philip Holden Fett, also on Long Island. In this ad, from December, she’s holding a wreath a wishing “Season’s Greetings” to everyone.

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

Beer In Ads #4141: Seasons Greetings From Miss Rheingold 1949

July 8, 2022 By Jay Brooks

Friday’s ad is for “Rheingold Beer,” from 1949. 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 McElroy was Miss Rheingold 1949. She was born Patricia Ann McElroy in Victoria, Texas, in 1928, but grew up in Austin. At some point she moved to New York and became a model. After being elected Miss Rheingold, in February of 1949 she married Cliff Lozell, an art director with the prestigious ad agency Young & Rubicom, and the couple later retired to Florida. Pat McElroy Lozell passed away in 2005. In this ad, from December, she’s standing in an all-white scene, a snow-covered forest of white trees wearing a white winter coat, dress and gloves. As a result, only the colorfully wrapped Christmas presents stand out.

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

Beer In Ads #4114: Season’s Greetings From Miss Rheingold 1948

June 11, 2022 By Jay Brooks

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Saturday’s ad is for “Rheingold Beer,” from 1948. 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 1948, was Pat Quinlan. I wasn’t able to find out very much biographical information, only that she was possibly born in 1928 in Suffolk County, New York. In this ad, from December, she’s posing on the stairs by the Christmas tree and wishing everyone a “Season’s Greetings.”

And here’s a black and white version of the same ad, but a lot larger image.

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

Beer In Ads #4113: Miss Rheingold 1948 Trims The Tree

June 10, 2022 By Jay Brooks

This image has an empty alt attribute; its file name is image-47.jpeg

Friday’s ad is for “Rheingold Beer,” from 1948. 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 1948, was Pat Quinlan. I wasn’t able to find out very much biographical information, only that she was possibly born in 1928 in Suffolk County, New York. In this ad, from December, she’s trimmed the tree and wrapped all her presents. All that’s left to do, apparently, is drink some beer.

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

Beer In Ads #4084: Seasons’s Greeting From Miss Rheingold 1947

May 12, 2022 By Jay Brooks

Thursday’s ad is for “Rheingold Beer,” from 1947. 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 introduced the winner of the Miss Rheingold 1947 contest, Michaele Fallon. I couldn’t find much information about her. She appears to have been born in 1920 as Bernice Kathryn Fallon and changed it when she started working as a model. She also appears to have two married names, Barros and Neagle. In this ad, from December, she’s holding a candle after lighting an old-fashioned streetlamp and wishing us all a Season’s Greetings.

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

Beer In Ads #4030: Miss Rheingold 1945 Reads “Carving The Easy Way”

March 16, 2022 By Jay Brooks

Wednesday’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. In this ad, from November, she’s leaning on a railing where a giant turkey is sitting, while reading through a book entitled “Carving the Easy Way!” That’s some next level shade.

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

Beer In Ads #3988: Miss Rheingold 1944 For Valentine’s Day

February 1, 2022 By Jay Brooks

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. 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 February, she’s shown holding a red, heart-shaped tray with three beers on it. I know it’s nitpicking, but isn’t Valentine’s Day usually for couples? So why are there three glasses of beer? Who’s the third wheel?

They also ran the same ad in newspapers.

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

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