Judge, 1902-12-13 · page 11 of 16
Judge — December 13, 1902 — page 11: what you’re looking at
What you’re looking at
This is a **straightforward advertisement**, not satire or political commentary. It's a full-page ad from *Judge* magazine promoting Schlitz brewery's achievement of selling over one million barrels annually. The ad emphasizes Schlitz's market dominance in Milwaukee—then America's premier brewing center—and attempts to justify premium pricing by highlighting their elaborate production methods: fifty years of doubled costs, plate-glass cooling rooms with air filters, extended aging periods, filtration, and post-sealing sterilization. The tagline "That is why Schlitz Beer doesn't cause biliousness" (digestive upset) represents the health-conscious marketing pitch of the era, when breweries competed partly on claims of purity and safety. The ornate Art Deco border and prominent branding reflect early-20th-century advertising design. This reflects Milwaukee's historical status as America's brewing capital before Prohibition.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
MILWAUKEE'S LARGEST BREWERS Over ONE MILLION Barrels of Schlitz Beer Sold in One Year This makes us, by over one hundred thousand barrels, Milwaukee’s largest brewers,and Milwaukee,as you know, \ is the most renowned brewing center in the world. THIS IS HOW IT WAS DONE For fifty years we have doubled the necessary cost of é6ur brewing that Schlitz Beer might be pure. We cool Schlitz Beer in plate glass rooms, and all the air that touches it comes through air filters. We age our beer for months before we market it. That is why Schlitz Beer doesn’t cause biliousness. We filter Schlitz Beer through wonderful filters, then sterilize every bottle after it is sealed. The Beer That Made Milwaukee Famous comicbooks.com