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Jay R. Brooks on Beer

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Beer In Ads #2575: My Beer Is Rheingold Says Don Budge

March 10, 2018 By Jay Brooks


Saturday’s ad is for Rheingold, from 1941 and 1950. 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 tennis champion Don Budge. “He was a World No. 1 player for five years, first as an amateur and then as a professional. He is most famous as the first player, male or female, and only American male to win in a single year the four tournaments that comprise the Grand Slam of tennis and second male player to win all four Grand Slams in his career after Fred Perry, and is still the youngest to achieve that feat. He won 10 majors, of which six were Grand Slams (consecutively, male record) and four Pro Slams, the latter achieved on three different surfaces. Budge was considered to have the best backhand in the history of tennis, at least until the emergence of Ken Rosewall in the 1950s and 1960s.” In this ad from 1941, Don Budge discusses how thirsty he gets after playing multiple sets of tennis, giving him “a man-size thirst!” So after a match he heads for the nearest bar for a bottle of Rheingold Extra Dry.

Rheingold-1941-don-budge

In this later ad from 1950, he doesn’t want to list the other tennis players he considers the “all-time best players,” but he will reveal his favorite beer, which of course is Rheingold Extra Dry.

Rheingold-1950-don-budge

He also did another Rheingold ad in 1946.

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

Beer In Ads #2574: My Beer Is Rheingold Says Marguerite Piazza

March 9, 2018 By Jay Brooks


Friday’s ad is for Rheingold, from 1955. 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!” In this ad, it features American soprano, entertainer and philanthropist Marguerite Piazza. In this ad, Piazza says she enjoys singing for her supper (she spent her later career working in supper clubs) and that on most tables as she performs she sees Rheingold Extra Dry.

Rheingold-1955-marguerite-piazza

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

Beer In Ads #2573: My Beer Is Rheingold Says Vic Damone

March 8, 2018 By Jay Brooks


Thursday’s ad is for Rheingold, from 1957. 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!” In this ad, it features American traditional pop and big band singer, actor, radio and television presenter, and entertainer Vic Damone. “He is best known for his performances of songs such as the number one hit “You’re Breaking My Heart”, and “On the Street Where You Live” (from My Fair Lady) and “My Heart Cries for You” which were both the number four hits.” In this ad, an odd one, Damone explains that he’s “at sea when it comes to navigation,” which I think means he doesn’t know anything about it, but he’s “on course” when doing a variety of other tasks, such as choosing the finest beer, Rheingold Extra Dry.

Rheingold-1957-vic-damone

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

Beer In Ads #2572: My Beer Is Rheingold Says Nanette Fabray

March 7, 2018 By Jay Brooks


Wednesday’s ad is for Rheingold, from 1948. 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!” In this ad, it features American actress, singer and dancer Nanette Fabray. “She began her career performing in vaudeville as a child and became a musical theatre actress during the 1940s and 1950s, winning a Tony Award in 1949 for her performance in Love Life. In the mid-1950s, she served as Sid Caesar’s comedic partner on Caesar’s Hour, for which she won three Emmy Awards, as well as co-starring with Fred Astaire in the film musical The Band Wagon. From 1979 to 1984, she appeared as Katherine Romano on the TV series One Day at a Time.” In this ad, Fabray claims the most fun she’s had on stage is “playing in ‘high button shoes'” but off stage, it’s drinking Rheingold Extra Dry.

Rheingold-1948-nanette-fabray

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

Beer In Ads #2571: My Beer Is Rheingold Says Lauritz Melchior

March 6, 2018 By Jay Brooks


Tuesday’s ad is for Rheingold, from 1953. 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!” In this ad, it features Danish-American opera singer Lauritz Melchior. “He was the pre-eminent Wagnerian tenor of the 1920s, 1930s, and 1940s and has since come to be considered the quintessence of his voice type. Late in his career, Melchior appeared in movie musicals and on radio and television. He also made numerous recordings.” In this ad, Melchior is showing off his unusual dogs, German Drahthaars, which are hard to identify, unlike his favorite beer, Rheingold Extra Dry.

Rheingold-1953-lauritz-melchoir

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

Beer In Ads #2570: My Beer Is Rheingold Says Merle Oberon

March 5, 2018 By Jay Brooks


Monday’s ad is for Rheingold, from 1949. 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!” In this ad, it features Anglo-Indian actress Merle Oberon. “She began her film career in British films as Anne Boleyn in The Private Life of Henry VIII (1933). After her success in The Scarlet Pimpernel (1934), she traveled to the United States to make films for Samuel Goldwyn. She was nominated for an Academy Award for Best Actress for her performance in The Dark Angel (1935). A traffic collision in 1937 caused facial injuries that could have ended her career, but she recovered and remained active in film and television until 1973.” In this ad, she says that she’s very superstitious and that most people she knows don’t agree with her superstitions, although they all do agree to drink Rheingold Extra Dry.

Rheingold-1949-merle-oberon

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

Beer In Ads #2569: My Beer Is Rheingold Says Thomas Mitchell

March 4, 2018 By Jay Brooks


Sunday’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!” In this ad, it features American actor Thomas Mitchell. “Among his most famous roles in a long career are those of Gerald O’Hara in Gone with the Wind, Doc Boone in Stagecoach, Uncle Billy in It’s a Wonderful Life and Mayor Jonas Henderson in High Noon. Mitchell was the first male actor to win an Oscar, an Emmy, and a Tony Award.” In this ad, he makes a pun about opening night and opening bottles of Rheingold Extra Dry, and it’s about as funny as you’d expect.

Rheingold-1947-thomas-mitchell

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

Beer In Ads #2568: My Beer Is Rheingold Says Maria Riva

March 3, 2018 By Jay Brooks


Saturday’s ad is for Rheingold, from 1955. 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!” In this ad, it features American actress, film historian, biographer, and activist Maria Riva. “She worked on television at CBS in the 1950s. She is the daughter of actress Marlene Dietrich, about whom she published a memoir in 1992.” In this ad, Riva floats the creepy idea that she’d like it if she could see the people watching her on television the same way we see her when we’re watching her on television. And for some reason, she thinks what she’ll looking out into TV Land is lots of Rheingold Extra Dry.

Rheingold-1955-maria-riva

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

Beer In Ads #2567: My Beer Is Rheingold Says Charles Boyer

March 2, 2018 By Jay Brooks


Friday’s ad is for Rheingold, from 1954. 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!” In this ad, it features French actor Charles Boyer. He “appeared in more than 80 films between 1920 and 1976.[1] After receiving an education in drama, Boyer started on the stage, but he found his success in American films during the 1930s. His memorable performances were among the era’s most highly praised, in romantic dramas such as The Garden of Allah (1936), Algiers (1938), and Love Affair (1939), as well as the mystery-thriller Gaslight (1944). He received four Academy Award nominations for Best Actor.” In this ad, Boyer is at a restaurant looking for friends to dine with since sharing a meal with good company is the best way to eat, just like sharing glasses of Rheingold Extra Dry.

Rheingold-1954-charles-boyer

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

Beer In Ads #2566: My Beer Is Rheingold Says Geraldine Fitzgerald

March 1, 2018 By Jay Brooks


Thursday’s ad is for Rheingold, from 1957. 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!” In this ad, it features Irish-American actress Geraldine Fitzgerald. In this ad, Fitzgerald shows off her collection of figurines, proudly declaring them all to be originals, just like Rheingold Extra Dry.

Rheingold-1957-geraldine-fitzgerald

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

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