The Rheingold Brewing Company: Rheingold Beer campaign

Mark Lane

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twentieth century.

The Rheingold Brewing Company: Rheingold Beer campaign

Mark Lane

OVERVIEW

Rheingold beer, originally produced by the Liebman Brewery of Brooklyn, New York, had enjoyed a several-decades' stint at the top of New York City's beer market in the middle of the twentieth century. It had also earned a place in the minds and hearts of multiple generations of New Yorkers, thanks to ubiquitous advertising slogans and jingles and to the "Miss Rheingold" competition, an enormously popular, citywide beauty pageant staged in the 1950s and 1960s. The rise of national brewing powerhouses Anheuser-Busch, Miller, and Coors, however, pushed countless local brands,...

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