Wednesday’s ad is for “Rheingold Beer,” from 1965. 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. Miss Rheingold 1965 was chosen by a committee formed by the new owners of Rheingold Breweries — Pepsi-Cola — and last April they chose Sharon Vaughan to be Miss Rheingold 1965. Vaughan was born in Missouri, but moved to Washington state when she was five. She graduated from the University of Washington as a music major. While in college, she became Miss Washington and represented the state at the Miss America Pageant, where she was second runner-up. After college, she moved to New York City and attended Julliard. She began getting small parts in Broadway musicals, but also sang in nightclubs and appeared in television commercials. In 1965, she took a year off to become Miss Rheingold. Afterwards, she was cast in Funny Girl, and also appeared in the film a few years later. While in L.A. for filming she met talent agent Byron Lapin, whom she married. She also did some television, appearing on Bewitched and Get Smart. The couple later moved to St. Louis when he took over his family’s business. She passed away in December of 2023. After Rheingold’s new owners appeared to dragging their feet on announcing Miss Rheingold 1965, curiously a story came out that same month, April, that the very first Miss Rheingold, Jinx Falkenburg (who was also chosen and not elected) was back in New York and the Evening World-Herald decided to write about, perhaps because of the dearth of information about the new Miss Rheingold.

Tuesday’s ad is for “Rheingold Beer,” from 1965. 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. Miss Rheingold 1965 was chosen by a committee formed by the new owners of Rheingold Breweries — Pepsi-Cola — and last April they chose Sharon Vaughan to be Miss Rheingold 1965. Vaughan was born in Missouri, but moved to Washington state when she was five. She graduated from the University of Washington as a music major. While in college, she became Miss Washington and represented the state at the Miss America Pageant, where she was second runner-up. After college, she moved to New York City and attended Julliard. She began getting small parts in Broadway musicals, but also sang in nightclubs and appeared in television commercials. In 1965, she took a year off to become Miss Rheingold. Afterwards, she was cast in Funny Girl, and also appeared in the film a few years later. While in L.A. for filming she met talent agent Byron Lapin, whom she married. She also did some television, appearing on Bewitched and Get Smart. The couple later moved to St. Louis when he took over his family’s business. She passed away in December of 2023. After Rheingold finally started showing thir new Miss Rheingold in print last month, in April apparently the floodgates opened and there were a few stories introducing Sharon Vaughan as Miss Rheingold 1965. Here’s two of them.

In the short article blow it becomes clear that she’ll concentrate on live appearances rather than advertising, which explains why the records is so bereft of Miss Rheingold ads in 1965.

Monday’s ad is for “Rheingold Beer,” from 1965. 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. Miss Rheingold 1965 was chosen by a committee formed by the new owners of Rheingold Breweries — Pepsi-Cola — and last April they chose Sharon Vaughan to be Miss Rheingold 1965. Vaughan was born in Missouri, but moved to Washington state when she was five. She graduated from the University of Washington as a music major. While in college, she became Miss Washington and represented the state at the Miss America Pageant, where she was second runner-up. After college, she moved to New York City and attended Julliard. She began getting small parts in Broadway musicals, but also sang in nightclubs and appeared in television commercials. In 1965, she took a year off to become Miss Rheingold. Afterwards, she was cast in Funny Girl, and also appeared in the film a few years later. While in L.A. for filming she met talent agent Byron Lapin, whom she married. She also did some television, appearing on Bewitched and Get Smart. The couple later moved to St. Louis when he took over his family’s business. She passed away in December of 2023. Rheingold finally started showing her in print in March of 1965, which is incredibly late in the year. Gone was the pomp and circumstance of prior years, and the first photo of her in the news I could find was this short blurb, from March 1, 1965.

Tuesday’s ad is for “Rheingold Beer,” from 1964. 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. Miss Rheingold 1964 was Celeste Yarnall. She was born July 26, 1944 in Long Beach, California, and began acting when she was discovered by Ozzie Nelson and his son Ricky, first appearing on the Adventures of Ozzie & Harriet in 1962, while working as a model and auditioning for commercials. Her first film was Jerry Lewis’ “The Nutty Professor” in 1963. Other films included Elvis Presley’s “Live a Little, Love a Little” (notable because fellow Miss Rheingold winner Emily Banks also appeared in the film), and “Eve.” But she did a lot of television, appearing on such shows as The Wild Wild West, Bewitched, Gidget, The Man from U.N.C.L.E., Captain Nice, Bonanza, Hogan’s Heroes, Love American Style, Mannix, Knots Landing, and Melrose Place. Though perhaps her best known role was on the Star Trek episode “The Apple,” in which she played “Yeoman Martha Landon.” She later became a successful commercial real estate broker, opening her own firm, got a PhD in nutrition, teaching it at Pacific Western University, and was a breeder of Tonkinese cats. She was also married three times, and had one daughter with her first husband, producer Sheldon Silverstein. She died in 2018 in Westlake Village, California, at age 74. In this ad, from October, Miss Rheingold 1964, Celeste Yarnall, is blowing a whistle and holding a football, to alert people to the 3 for 99-cents Fall Kick-Off Special on Rheingold Beer..

Monday’s ad is for “Rheingold Beer,” from 1964. 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. Miss Rheingold 1964 was Celeste Yarnall. In this news item from February 29, 1964, the announcement is made that Liebmann Breweries, makers of Rheingold Beer, was sold to Pepsi-Cola United Bottlers, Inc. for $26-Million. This news threw the Miss Rheingold competition into doubt going forward, and indeed the number of ads produced appears to steadily decrease throughout the year, with very few in the last quarter of 1964 as Celeste Yarnall’s time as Miss Rheingold 1964 was winding down, and no reporting whatsoever about the contest for the following year.

Wikipedia sums up this event in the breweries history like this.

In 1964, the fourth generation of the Liebmann family sold the company to New Jersey based Pepsi-Cola United Bottlers, Inc. (“PUB”), a bottling and distribution company of Pepsi-Cola and other soft drink brands, for $26 million, which then adopted the name “Rheingold Breweries” for the combined entity. Beer sales peaked in the following year, 1965, at 4,236,000 barrels, but declined thereafter.

Friday’s ad is for “Rheingold Beer,” from 1964. 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. Miss Rheingold 1964 was Celeste Yarnall. She was born July 26, 1944 in Long Beach, California, and began acting when she was discovered by Ozzie Nelson and his son Ricky, first appearing on the Adventures of Ozzie & Harriet in 1962, while working as a model and auditioning for commercials. Her first film was Jerry Lewis’ “The Nutty Professor” in 1963. Other films included Elvis Presley’s “Live a Little, Love a Little” (notable because fellow Miss Rheingold winner Emily Banks also appeared in the film), and “Eve.” But she did a lot of television, appearing on such shows as The Wild Wild West, Bewitched, Gidget, The Man from U.N.C.L.E., Captain Nice, Bonanza, Hogan’s Heroes, Love American Style, Mannix, Knots Landing, and Melrose Place. Though perhaps her best known role was on the Star Trek episode “The Apple,” in which she played “Yeoman Martha Landon.” She later became a successful commercial real estate broker, opening her own firm, got a PhD in nutrition, teaching it at Pacific Western University, and was a breeder of Tonkinese cats. She was also married three times, and had one daughter with her first husband, producer Sheldon Silverstein. She died in 2018 in Westlake Village, California, at age 74. In this ad, from October, Miss Rheingold 1964, Celeste Yarnall, is doing some painting, curioulsy enough of a large buoy, at the Woods Hole Coast Guard Station in Massachusetts.