Judge, 1905-07-08 · page 9 of 20
Judge — July 8, 1905 — page 9: what you’re looking at
What you’re looking at
This is a **full-page advertisement** for Schlitz beer, not satire or political commentary. The decorative border features stylized wheat/grain imagery, appropriate for beer marketing. The ad highlights Schlitz's competitive advantage: their post-sealing sterilization process (taking 90 minutes) that prevents fermentation in the stomach and preserves quality. This emphasizes **purity**—a major selling point for early 20th-century brewers competing in an era of food-safety concerns. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's dominance in American beer production during this period. The note about asking "for the Brewery Bottling" suggests consumers should specifically request authentic Schlitz bottles to ensure they received the sterilized product, implying counterfeit or inferior versions existed in the market.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Sterilized Every bottle of Schlitz beer is sterilized after it is sealed. The process takes ninety min- utes; the cost is enormous. But the result is a germless beer—a beer ‘that doesn’t ferment on the stom- ach—a beer that preserves its qual- ity—a beer absolutely pure. The Beer That Made Milwaukee Famous. comicbooks.com