Judge, 1907-10-12 · page 11 of 16
Judge — October 12, 1907 — page 11: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**, but rather a **straightforward advertisement** for Schlitz beer from Judge magazine. The page promotes Schlitz's purity standards—emphasizing filtered air, sterilized bottles, and aging processes—as health safeguards. The claims reflect early 20th-century marketing emphasizing sanitation and germ-free production, which would have appealed to contemporary concerns about contaminated food and beverages. The phrase "The Beer That Made Milwaukee Famous" was Schlitz's actual slogan. The "Ask for the Brewery Bottling" instruction and warning to verify the branded cork were genuine anti-counterfeiting measures of the era. This represents how major breweries used premium publications like Judge to establish their brands as safe and reputable products during an era when beer quality and safety were legitimate consumer concerns.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ape Purity—there is nothing else half so important in beer. And nothing else is nearly so expensive. Purity means absolute cleanliness. It means freedom from germs. Even the air in our cooling rooms is filtered. And every bottle of Schlitz beer is ster- ilized after it is sealed. It means an aged beer—aged for inonths, until it cannot cause biliousness. Without those precautions, no beer can be healthful. And who would knowingly drink beer that was not? Ask for the Brewery Bottling. See that the cork or crown is branded Schlits. That Made Milwaukee Famous. comicbooks.com