Rheingold Earns Twice the Buzz

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

A meticulously planned event and a surprise marketing coup conspired last week to further Rheingold’s quest to rebrand itself as the beverage of choice for the beer-guzzling twentysomething set.

On Monday, the 120-year-old New York brand crowned 27-year-old bartender Kate Duyn as the new Miss Rheingold at the Ukrainian National Home in the East Village [see page 28]. Some 400-plus would-be hipsters, along with Miss Rheingold 1963 and a contestant from the 1945 pageant, celebrated with dancing, Lombardi’s pizza and, of course, Rheingold (can or bottle).

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in