A Thirst Quenching
New York Tradition Is Being Revived
many reader's remember riding the subways and reading about
the latest Miss Rheingold contestants?
ads disappeared when large breweries made smaller, local
past decade has seen the rise of many micro-breweries winning
local support and delighting beer lovers with a choice of
flavors and brands.
was only a matter of time before some New Yorker in a fit
of nostalgia would come up with the idea. The time has come...
New York's Beer is back!
a new marketing strategy and a very updated Miss Rheingold
campaign, a Tufts graduate began reviving the 120-year-old
Rheingold Beer as New Yorkers beer of choice.
peak in the 1950s, Rheingold Beer was one of New Yorks
top brews with everyone from Ella Fitzgerald to John
Wayne to Bob Hope serving as its representatives.
local breweries gave way to national conglomerates in the
1960s and 1970s, and Rheingold largely disappeared
in the Big Apple. In 1999, a Tufts graduate with a long
record of successfully reviving brands is infusing new life
into the 120-year-old beer by re-establishing Rheingold
as a fixture in bars across the city.
York is absent a beer of major hometown significance,
Thomas Bendheim a 1985 Tufts graduate and chief executive
of Rheingold Beer told The New York Times. This
isnt about rehashing the past, but our brand has a
history and authenticity. Weve been around since 1883.
Rheingolds prominence, Bendheim and a group of investors
infused $1 million into a new advertising campaign for the
is still paying homage to its heritage, but the focus is
on its hometown, reported the Times.
beer has a new slogan 100 percent New York by volume
and new packaging, a clear glass bottle with a painted label
(a la Corona) that harks back to its own packaging in the
1920s. Rheingold even exhumed its 1930s ad slogan
Good Beer, which appears on the bottle caps.
company also revived its once-popular Miss Rheingold
competition. Like most New York institutions, this one bears
little resemblance to the icon that New Yorker's remember.
from the wholesomeness and the touch of innocence that the
50's glamor girls projected, the thirteen semi-finalists
in the new contest were tough talking, bartending ladies.
T-shirts and raw sensuality seem to be the new image for
the esteemed old beer company.
Rheingold 1962, Kathy Kersh,
with NY Mets baseballs
new look for Miss Rheingold
in the new millennium...
a careful mix of the beers storied past and its new
vision for the future.
expected the company to rack-up $1.4 million in sales upon
relaunch in 2003 and in 2005 the Rheingold brand went under
yet another transformation when it was bought by Drinks
America with plans for even wider distribution.
date of the release is currently unknown.
of the Rheingold Jingle
University Press release
Beer - Wikipedia
Copyright (C) Rheingold Brewing Company, Inc.