The company shut down four years after the construction of the twin towers of the World Trade Center was completed. During the cleanup of the WTC site following the collapse of the towers on September 11, 2001, numerous Rheingold beer cans were found in the rubble, having been hidden in the beams of the building decades earlier by construction workers who had drunk the beers on the job. Coincidentally, exactly 12 years before the 9/11 attack, on September 11, 1989, the "New York Times" had published an article that included an old (circa 1960s) radio jingle for Rheingold beer: