Posted 8 months ago
This is a 1950 full page color magazine advertisement for Rheingold Extra Dry Lager Beer brewed by Liebmann Breweries, Inc., New York.
--- Rheingold Beer was introduced in 1883. The company was sold by the founding Liebmann family in 1963. Rheingold shut down operations in 1976, when they were unable to compete with the large national breweries. The Orange, NJ brewery was the last facility to close.
Miss Rheingold Girls 1940 - 1965
At the center of its media campaign was the "Miss Rheingold" pageant. 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."
When Nat King Cole became the first major black entertainer to host a television show, advertisers stayed away—but not Rheingold; Rheingold was the New York regional sponsor for Cole's show. As early as 1965, Rheingold aired television ads featuring African American, Puerto Rican and Asian actors, to appeal to its racially diverse customer base. Rheingold was the official beer of the NY Mets, and its advertisements featured John Wayne, Jackie Robinson, and the Marx Brothers.
The company shut down four years after the construction of the twin towers of the World Trade Center was completed. During the cleanup of the WTC site following the collapse of the towers on September 11, 2001, numerous Rheingold beer cans were found in the rubble, having been hidden in the beams of the building decades earlier by construction workers who had drunk the beers on the job.
The label was revived in 1998 by Terry Liebmann and partner Mike Mitaro when Mitaro's Rheingold Brewing Company LLC bought the brand in along with partner Terry Liebmann, a relative of Rheingold's founding family. In 2005, Drinks Americas of Wilton, Ct., whose iconic brands include Trump Vodka and Dr. Dre Cognac, purchased Rheingold Brewing. Drinks Americas has reformulated the Rheingold product and began selling Rheingold Beer in August 2010.