Rheingold Brewery

Lore & Background

The Rheingold brand name was first used in 1883. Several family-lore explanations exist for its origin: an allusion to the great Rhein River in Germany; a conductor at a banquet after an opera performance declaring the beer the color of 'Rheingold'; or a special beer brewed for a dinner honoring the head of the Metropolitan Opera after a performance of Das Rheingold. The brewery's production grew from 1,200 barrels in its first year to 700,000 barrels in 1914, and by 1907 it was the largest and most complete brewing facility in the eastern United States, occupying 18 acres and four city blocks. During Prohibition (1920–1933), the brewery survived by selling near beer, lemonade, and a malt and hops extract called 'Teutonic'.

After Prohibition, Rheingold was promoted as the 'Dry Beer', and the annual Miss Rheingold contest, launched in 1940, became the centerpiece of its marketing campaign. Between 1947 and 1954, the company acquired four new plants, giving it more production facilities than any other brewing company in the country except Falstaff Brewing Corporation. Expansion into California was unsuccessful; the San Francisco plant closed in 1955 and the Los Angeles facility was sold in 1957. Rheingold prospered until the early 1960s when profits were squeezed by rising costs and competition.

In 1964, the fourth generation of the Liebmann family sold the company to Pepsi-Cola United Bottlers for $26 million. Beer sales peaked in 1965 at 4,236,000 barrels but declined thereafter. In 1966, Rheingold introduced Gablinger's Beer, one of the first reduced-calorie beers, which failed in the marketplace. The formula was later tweaked and made available to Meister Brau Inc., which marketed it as Meister Brau Lite; that brand was sold to Miller Brewing Company in 1972 and relaunched as Miller Lite. Rheingold Breweries was purchased by Chock full o'Nuts in 1974, then by Christian Schmidt Brewing Company in 1977, and finally by G. Heileman Brewing Company in 1987, which continued to sell the beer but stopped using Rheingold Brewery as a company name on the label.

Reader's Guide

Rheingold Brewery's significance lies in its long history as a dominant regional brewer and its role in the development of light beer. For decades, Rheingold was the leading beer brand in New York State, capturing as much as 35% of the market during the 1940s through early 1960s. The brewery's marketing campaign centered on the Miss Rheingold contest, launched in 1940, which became a cultural fixture. The company's legacy also includes the introduction of Gablinger's Beer in 1966, one of the first reduced-calorie beers. Although that product failed, its formula was adapted and eventually led to Miller Lite, a major national brand. Rheingold's ownership changed hands multiple times after the Liebmann family sold it in 1964, passing through Pepsi-Cola United Bottlers, Chock full o'Nuts, Christian Schmidt Brewing Company, and G. Heileman Brewing Company. The brand has been sold intermittently by subsequent owners, with gaps in the mid-1990s and from 2013 through 2023. The name 'Rheingold' alludes to the legendary ring made of gold from the Rhine River, central to Richard Wagner's opera Das Rheingold.

Did You Know?

• Rheingold was the leading beer brand in New York State with a market share as high as 35% during the 1940s, 1950s, and early 1960s.
• The brewery introduced Gablinger's Beer in 1966, one of the first reduced-calorie beers, which later contributed to the development of Miller Lite.
• In 1974, PepsiCo poured 100,000 gallons of Rheingold beer into the East River rather than pack it.
• The Rheingold name is an allusion to the legendary ring made of gold from the Rhine River, subject of Richard Wagner's opera Das Rheingold.