Judge, 1903-08-15 · page 11 of 16
Judge — August 15, 1903 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not satire. It presents a dialogue between a visitor and host showcasing the brewery's claims about product quality. The ad emphasizes Schlitz's competitive advantages: purity through deep well-water sourcing, absolute cleanliness, filtration, and Pasteur's sterilization process. It addresses common consumer concerns—the visitor mentions beer causes biliousness (indigestion), a real worry in that era—and counters with claims that only "green" (improperly aged) beer causes such problems. Schlitz, the host insists, ages properly in refrigerated rooms. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's reputation as a major brewing center. The ad uses a genteel domestic scene to position Schlitz as suitable for respectable family consumption, not just saloon drinking. This reflects early 20th-century beer marketing that emphasized health benefits and refinement to expand the market beyond working-class drinkers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
—-_ Visitor: “Does your whole family drink beer?” Host: “Schlitz beer will not, that’s another advan- tage. Biliousness is caused by ‘green’ beer—beer Host: “Just Schlitz beer—no other. Our physician hurried into the market before it is sufficiently aged, Schlitz beer is aged for months in refrigerating rooms that Schlitz bi d for them.” Dn nn WEEE Ree Re Bein before it is bottled.” Visitor: “Why Schlitz beer and no other?” Visitor: “And what do you pay for it?” Host: “Just what you pay for other beer. I secure the most careful brewing in the world for what you germs init. Schlitz beer is brewed in absolute clean- Pay without it. I get a beer that costs twice as much lines, and’ cooled. in filtered: aff, ‘The makers’ go, ** “ommon. beer‘tn the’ brewing, byssimply/ demand- -ing Schlitz.” down 1400 feet for the water they use in it. They Host: ‘Because Schlitz beer is pure. There are no : Visitor: “I’ll do that next time.” filter the beer, then sterilize every bottle—by Pasteur’s Host: “Yes, and ever afterward. People are learn- ing these facts, and Schlitz sales now exceed a million barrels annually. Ask for the brewery bot- Visitor: “But beer makes me bilious.” tling.” The Beer That Made Milwaukee Famous process—after it is sealed.” comicbooks.com