Judge, 1906-07-14 · page 11 of 18
Judge — July 14, 1906 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not political satire. The page argues that Schlitz beer offers superior "purity"—filtering, sterilization, and aging to prevent digestive upset—despite costing consumers the same as cheaper competitors. The ad's pitch to modern readers seems counterintuitive: Schlitz claims their expensive purification process costs them "more than half the cost of our brewing," yet they don't charge extra. This suggests early 20th-century beer quality was inconsistent and frequently caused illness ("biliousness"). Schlitz positions themselves as the health-conscious choice, emphasizing scientific processing (filtering, sterilization) as a premium feature—a marketing strategy emphasizing safety and hygiene that would resonate in an era before food regulation standards. The ornamental hop designs frame the message as upscale product positioning.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
\: i) S, SSX ES >>4/ Soe Lo For common beer—usually—will buy Schlitz beer, if you ask for it. The purity costs you nothing, yet it costs us more than half the cost of our brewing. Purity means healthfulness—free- dom from germs. It means a clean beer, filtered and sterilized. It means an aged beer—aged until it cannot cause biliousness. That is what Schlitz, beer