Judge, 1907-02-09 · page 11 of 16
Judge — February 9, 1907 — page 11: what you’re looking at
What you’re looking at
This is a **full-page advertisement**, not satire or political content. The "Judge" magazine header and decorative hop imagery frame what appears to be a straightforward—though now-amusing—marketing pitch for Schlitz beer. The ad urges readers to consult their doctor about Schlitz's purported health virtues: months of aging in steel tanks (preventing "biliousness"/digestive upset) and post-bottling pasteurization (ensuring "germless" product). This reflects early 20th-century marketing that invoked medical authority to legitimize consumer products—a common practice before modern advertising regulations. The slogan promises Schlitz is "The Beer that Made Milwaukee Famous," emphasizing Milwaukee's prominence as a brewing center. Modern readers might find the notion that beer needed doctor endorsement quaint or suspect.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
About Schlitz beer. He knows the importance of purity. Tell him that Schlitz beer is aged § for months before it is marketed— aged in glass enameled steel tanks. He will say that it cannot cause biliousness. Tell him that every bottle is Pasteurized after it is sealed. He will say that such beer must be germless. Ask your doctor what these vir- tues mean to you. for the Brewery Bott eeing. the te. Th hat Made Milwaukee Famous comicbooks.com