Judge, 1906-06-23 · page 15 of 16
Judge — June 23, 1906 — page 15: what you’re looking at
What you’re looking at
This page is **advertising copy**, not satire or editorial cartoon. It's a Schlitz beer advertisement promoting the brand's purity claims. The ad explains Schlitz's manufacturing process—absolute cleanliness, filtered air cooling, months of aging to prevent digestive issues ("biliousness"), white wood pulp filtration, and bottle sterilization—to justify why the brand deserves premium positioning for purity. The headline "It is Easy" is ironic: the text then demonstrates it's *not* easy, requiring expensive, elaborate processes to achieve genuine purity versus competitors merely claiming it. This reflects early 20th-century beer marketing's emphasis on hygiene and scientific process—particularly relevant post-Prohibition era when consumer trust in beverages required visible assurance of safety and quality.
📄 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 for its purity. Ask for the Brew Bottlin; Lng. See th the cork or en own branded Schli ewery at ts comicbooks.com