Judge, 1907-07-27 · page 15 of 16
Judge — July 27, 1907 — page 15: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon. The page promotes Schlitz brewing by explaining what "quality" means in beer production. The ad argues that beer quality depends primarily on **purity**—the absence of germs that cause illness ("biliousness")—rather than expensive ingredients. Schlitz claims to prioritize purity above all else, spending more on achieving it than on any other production cost. The appeal is both practical and health-conscious: pure beer is presented as not merely enjoyable but actually beneficial to health. This reflects early 20th-century marketing that emphasized scientific purity and sanitation as selling points. The decorative hop illustrations reinforce the brewing theme. The slogan "The Beer That Made Milwaukee Famous" positions Schlitz as representing Milwaukee's brewing reputation and excellence.
📄 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. Ash for the Brewery Bottling. See that the cork or crown is That Made Milwaukee Famous. comicbooks.com