Judge, 1903-12-26 · page 11 of 17
Judge — December 26, 1903 — page 11: what you’re looking at
What you’re looking at
This is a full-page **advertisement**, not satire or cartoon content. It presents Schlitz Beer's marketing claim: that a prestigious Bavarian brewing scientist, Prof. Dr. Hans Vogel, endorsed it as the finest American beer. The ad reproduces what appears to be Vogel's actual letter from November 1903, praising Schlitz's purity, freshness, and superiority to other American beers he'd tested. The left column lists Schlitz's manufacturing practices (deep wells for water, filtering, refrigeration) to establish scientific credibility. For modern readers: This leverages **German authority** on brewing—Bavaria was genuinely renowned for beer science—to market an American product. The endorsement strategy was common in early 1900s advertising. The emphasis on cleanliness and "no pasteurization flavor" reflects contemporary concerns about beer quality and food safety. "The Beer That Made Milwaukee Famous" became Schlitz's actual slogan, reflecting Milwaukee's major brewing industry status.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Schlitz Beer Receives World’s Highest Endorsement European government scientist awards Schlitz the highest honor. From Weihenstephan, Bavaria, the most renowned school of brewing in the world, comes this triumph for Schlitz. The Beer That Made Milwaukee Famous pronounced best American beer by the Bavarian Government’s famous scientist, Prof. Dr. Hans Vogel, Director of the Scientific Station for the Art of Brewing, subventioned by the Royal Bavarian Govern- ment. We spend fortunes on clean- liness, We clean every tub, every boil- ing vat, tank or barrel, every pipe and pump, every time we use it. We bore wells down 1400 feet to rock for pure water. * We cool the beer in filtered air. We filter the beer by machinery. We store Schlitz beer for months in refrigerating rooms, until it is well fermented — until it cannot cause biliousness. Bavaria is the cradle of the art of brewing. Screntiric STATION FOR THE ART or BREWING WEIHENSTEPHAN, xran FREISING (Subventioned by the Royat Bavarian Gov't) PROF. DR. HANS VOGEL ACADEMICAL DIRECTOR Wetnenstepuan, Nov. 22, 1903. Schlitz Brewing Go., Milwaukee, U. S. A. Through the courtesy of Gommerzienrath (Counsellor of Commerce) Dr. Datterer, I have received several bottles of your beer. I have not only partaken of same, but have also made a searching chemical analysis, the result of which I enclose. The analysis, as a matter of course, can give no idea of an important feature, the flavor of the beer. I frequently receive samples of American beers for analyzation, but I can truthfully say~ without flattering, that I never drank a better American beer than yours. The beer tasted full (round) and fresh, and no trace of the usual disagreeable pasteurization flavor was discernible. Once more permit me to express my recognition. Very respectfully, HANS VOGEL. Se The Beer That Made Milwaukee Famous! comicbooks.com