Rheingold Extra Dry Lager Beer Flat Top Can

Miss Rheingold: Kathleen Wallace

Issued by Liebmann Breweries of New York, New York, this flat top can is part of the iconic series promoting the Miss Rheingold beauty pageant, highlighting candidate Kathleen Wallace.

First established in 1940 by Philip Liebmann, the Miss Rheingold contest evolved into one of the most celebrated advertising campaigns in American brewing history. Each year, finalists were selected to compete for the title of Miss Rheingold, with the winner featured in extensive advertising campaigns across print, billboard, and television media. The selection process was open to the public, with millions of ballots cast annually in local taverns, bodegas, and grocery stores.

To promote the upcoming 1957 election, Liebmann Breweries took the innovative step of placing the portraits of the individual finalists directly on their beer cans, allowing consumers to see the candidates as they enjoyed Rheingold Extra Dry Lager Beer. Kathleen Wallace was one of the featured candidates presented to the public for voting.

In addition to the New York city mandatory, cans from the Miss Rheingold candidate series were also released from Liebmann's brewing operations in Orange, New Jersey. Today, cans depicting the Miss Rheingold candidates are widely sought-after collectibles, prized for their rich connection to mid-century pop culture and classic brewery marketing.