Judge, 1906-03-24 · page 11 of 16
Judge — March 24, 1906 — page 11: what you’re looking at
What you’re looking at
This is **not a cartoon or satire** — it's a **straightforward advertisement** for Schlitz beer. The page promotes the brand's purity claims through detailed manufacturing descriptions: sterile brewing, filtered air cooling, aging to prevent digestive upset, wood pulp filtration, and bottle sterilization. The ad acknowledges the marketing paradox: calling beer "pure" is easy, but achieving actual purity doubles production costs. It positions Schlitz as premium through expensive processes. The ornamental border and prominent branding reinforce luxury positioning. For modern readers: this reflects early-20th-century advertising emphasizing sanitation and scientific processes as selling points — purity claims were competitive differentiators before regulations standardized beer safety. "The Beer That Made Milwaukee Famous" was Schlitz's actual slogan, reflecting Milwaukee's dominance in American brewing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
To brand a beer “pure,” but actual purity means to double the cost of the brewing. That is how we attain it. Schlitz beer is brewed in absolute cleanliness, and cooled in filtered air. Then it is aged for months to avoid causing biliousness, then filtered through white wood pulp. Then every bottle is sterilized. That is why Schlitz is unique PY for its purity. Ask for the Brewery Bottling, See tha. the cork or crown is branded Schlitz. That Made Milwaukee Famous. comicbooks.com