Judge, 1907-03-30 · page 9 of 20
Judge — March 30, 1907 — page 9: what you’re looking at
What you’re looking at
This is a **straight advertisement**, not satire or political commentary. It's a full-page ad for Schlitz beer promoting purity as the brand's key selling point. The ad argues that while purity is expensive and "not conspicuous," it matters most because impure beer causes health problems like "biliousness" (digestive upset). Schlitz positions itself as "the pure beer" globally known for this quality. The ornamental hop-leaf border and prominent typography reflect early 20th-century advertising design. The phrase "The Beer That Made Milwaukee Famous" became Schlitz's actual slogan, indicating this represents genuine brand messaging from that era when beer purity was a legitimate marketing concern—breweries competed on cleanliness standards before modern food regulation. This is corporate promotion, not editorial content.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The materials we use are the best we can buy. And a partner in our business selects them. The goodness of Schlitz is due largely to them. But the supremacy of Schlitz as a home beer has been gained by the fact of its abso- lute purity. Purity is not so conspicuous as some qualities in beer, yet it is very expensive. That is why it is rare. But what does it matter how good a beer is if it is not a pure beer? If its use is unhealthful ? If its result is biliousness ? Schlitz beer is known as the pure beer e the world over. branded Schlitz. That Made Milwaukee Famous comicbooks.com