Judge, 1907-08-10 · page 11 of 16
Judge — August 10, 1907 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a satirical cartoon. The page promotes Schlitz as a health beverage by emphasizing purity and proper aging. The ad makes health claims typical of early 20th-century beer marketing: beer functions as "food and a tonic" with beneficial components. However, it warns consumers against inferior competitors—beer aged insufficiently causes "biliousness" (digestive upset), and impure beer lacking proper filtration or sterilization should be avoided. The advertisement's central argument is that Schlitz justifies higher costs through superior manufacturing standards: extended aging in cooling rooms and rigorous purity controls. The tagline "The Beer That Made Milwaukee Famous" positions Schlitz as Milwaukee's premier export. This reflects a pre-Prohibition era (likely 1900s-1910s) when brewers marketed beer as medicinal, before alcohol regulation and health science shifted public perception.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ASeSV45 LEP SATA Ss i} I OK ‘Drink Beer = Asa food anda tonic. Every == component in beer is good for you. But be sure it is pure, else harm will be mixed with its healthfulness. Beer aged insufficiently causes bilious- ness. That is why all Schlitz beer is aged for months in our cooling rooms. Beer that’s impure—not clean, not fil- tered, not properly sterilized—should be avoided. That is why we spend more to insure absolute purity than we spend on anything ; e else in our sft brewing. The Beer That Made Milwaukee Famous. comicbooks.com