Judge, 1905-06-10 · page 11 of 16
Judge — June 10, 1905 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not political satire. The page promotes Schlitz's brewing practices to a modern audience by emphasizing quality over cost-cutting. The ad's argument: Schlitz spends heavily on purity measures—sterilization, filtering, aging, air purification—that competitors might skip to save money. The company frames this as a moral choice: "purity means healthfulness and that is worth more than all else." The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's historical dominance in American brewing. The ornamental border and serif typeface reflect early 20th-century advertising aesthetics. **For modern readers**: This is essentially a premium-positioning strategy—Schlitz justifies higher prices by claiming superior safety and quality standards, appealing to health-conscious consumers during an era when food/beverage safety was increasingly a public concern.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
he (ost of purity alone exceeds all other costs of our brewing. The absolute cleanliness; the puri- fied air; the filtering; the aging; the sterilizing of every bottle—to omit those precautions would save — half our expense. But purity means healthfulness and that is worth more than all else. The Beer | That Made Milwaukee Famous. comicbooks.com