Rheingold Relaunch

The Daily News reports, “After fading from taps and markets and switching owners, Rheingold is set to relaunch under a new label and possibly new flavor this October.” Even with a flavor change, the beer will retain its “dry, bitter style,” but the labels will be tweaked and the brewery will use amber bottles instead of clear glass. No word on whether the bottles will be changing shape, but we’d love to see a revival of the chug-a-mug bottles from the 1960’s (pictured above). Patrick Kenny, the CEO of Drinks Americas, which bought Rheingold last fall, also plans to modernize the Miss Rheingold contest. The contest was especially popular during the chug-a-mug era, when young women would compete to be the beer’s spokeswoman and appear in Rheingold ads. “We were kind of like the first ‘American Idol,'” says actress Celeste Yarnall, who voted to be Miss Rheingold in 1964.
Rheingold Brewing Up a Comeback [NY Daily News]
Photo courtesy of Rheingold Beer