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The article focuses on the election of Miss Rheingold in which the public selects the girl who would be the cornerstone of the sales promotion campaigns of Rheingold Extra Dry beer in the coming year. The promotion gimmick has boosted Rheingold sales steadily upward. The public votes through August and September, dropping ballot forms into boxes in bars, restaurants, liquor stores, and supermarkets. When the votes were totaled, the winners were brought back into the ballroom, where they hugged one another and looked dazed and tearful while judges and losers applauded.