Judge, 1907-01-12 · page 11 of 16
Judge — January 12, 1907 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not satire or political commentary. The page promotes Schlitz brewery's brewing practices to a Judge magazine audience. The ad emphasizes the brewery's sourcing (water from local rock deposits, hops from Bohemia, quality barley) and production standards, particularly their yeast strain's consistency. The key sales pitch claims that purity—not just quality—justifies Schlitz's premium cost, with "more than half" brewing expenses devoted to achieving it. The slogan "The Beer That Made Milwaukee Famous" appeals to civic pride and German-American heritage (Milwaukee's large German immigrant population). The ornamental border with hop imagery reinforces the premium positioning. This represents early 20th-century advertising strategy: emphasizing scientific manufacturing standards and health benefits to justify price to middle-class consumers.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
<< RR a Feet-F Down to rock—we go for our water. ‘To Bohemia we go for most of ourhops. Our barley is only the best that is grown. Our yeast is forever developed from the same mother cells. : Quality cannot go further than that. But purity is of far greater importance. More than half the cost of our brewing is spent to attain it. Schlitz is not only good, 6 but good for you. The Beer That Made Milwaukee Famous. comicbooks.com