Judge, 1906-10-13 · page 11 of 16
Judge — October 13, 1906 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not political satire. The page promotes Schlitz as a premium beer brand by emphasizing its 50-year history and commitment to purity over cost-cutting. The ad's pitch: while Schlitz doubles brewing expenses to ensure quality, competitors charge similar prices despite inferior standards. The ornamental border with hop designs and the tagline "The Beer That Made Milwaukee Famous" reinforce brand prestige. This reflects early-20th-century advertising strategy—associating a product with quality and tradition while undercutting rivals. The reference to "aiming at new ideals" suggests industrial progress and innovation alongside heritage. Modern readers might note the absence of health warnings and the assumption that "purity" (undefined) is a primary consumer concern.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
SWZ = W350 Years And over, Schlitz beer has been famous because of its purity. When it was brewed in a hut it was brewed by a master, aiming at new ideals. Now our output exceeds a million barrels annually. Our agencies dot the whole earth. Yet we still double the necessary cost of our brewing, to make certain that the product is pure. Common beer, usually, costs you ® just as much ) as Schlitz. The Beer That Made Milwaukee Famous. comicbooks.com