Judge, 1905-12-09 · page 11 of 17
Judge — December 9, 1905 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon. The page promotes Schlitz as premium beer sold at common beer prices, arguing consumers get "double value." The ad's strategy appeals to early 20th-century consumer concerns about **food safety and purity**—likely referencing widespread anxiety about contaminated products. It emphasizes Schlitz's expensive purification processes (filtering, aging, sterilizing, cleanliness) as justification for quality, positioning these manufacturing costs as the product's true value. The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's reputation as a major brewing center, particularly among German-American communities. For modern readers, this reflects how breweries marketed scientific manufacturing as a competitive advantage when food safety was a genuine public concern.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
When you buy Schlitz at the price of common beer, you are getting double value. The cost of purity exceeds the cost of brewing. Cleanliness filtering, aging, sterilizing; in those lie the main cost—the main value—of the beer. In Schlitz you get them all. That Made Milwaukee Famous.