Judge, 1907-07-13 · page 11 of 16
Judge — July 13, 1907 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon. It appeared in *Judge*, a satirical magazine, likely in the early 1900s. The ad argues that beer quality depends primarily on **purity**—freedom from germs—rather than ingredients. It claims Schlitz spends more on achieving purity than any other brewing cost, positioning purity as their competitive advantage. The text reassures consumers that pure beer is healthful ("good for you") and won't cause digestive illness. The decorative hops imagery and the tagline "The Beer That Made Milwaukee Famous" emphasize Schlitz's status as a premium American brewery. Modern readers should note this reflects an era when **germ theory was relatively new**, making "purity" a novel and compelling marketing claim. The ad also instructs buyers to verify authenticity through branded cork/crown labels—suggesting counterfeit products were a concern.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Among the best beers, the differences are not largely due to. materials. *Twould be folly to skimp there. Most differences in taste are due to the skill, or lack of skill, in the brewing. And to the yeast. But quality refers, above all, to the purity. Pure beer has no germs in it, and it does not cause biliousness. It is not only good, but good for you. : Purity is rare because it is costly. And _ be- cause its lack is not easily noticed. But in Schlitz beer it is the first requirement. We spend more to attain it than on any other cost of our brewing. Ask for the Brewery Bottling, See that the cork or crown is branded Schlits. - The Beer That Made Milwaukee Famous. comicbooks.com