Judge, 1907-04-13 · page 11 of 16
Judge — April 13, 1907 — 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 safe, pure home beer through marketing claims about manufacturing hygiene. The ad emphasizes: - Purity and cleanliness (filtered air, sterilized bottles) - Extended aging to prevent digestive problems ("biliousness") - Quality control comparable to food safety For modern readers: This reflects early 20th-century concerns about contaminated beer and patent medicines. The emphasis on "germ-free" production and health benefits reflects the era's germ theory anxiety. "The Beer That Made Milwaukee Famous" was Schlitz's actual slogan, positioning the brewery as a source of civic pride for Milwaukee, then America's brewing capital. The decorative hop vine border and formal typography were typical Judge magazine advertising aesthetics of this period.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
months, so that it cannot cause biliousness. | Be as careful of your beer as you J are of your food. Order Schlitz e and be sure | of it. The Beer That Made Milwaukee Famous. _ an Let your home beer be Schlitz, sey = because of its purity. Get the good without the harm. In our brewery, cleanliness is carried to extremes. Even the air in our cooling rooms is filtered. Every bottle of Schlitz beer is sterilized, to insure freedom from germs. And all Schlitz beer is aged for T