Judge, 1907-11-09 · page 11 of 16
Judge — November 9, 1907 — page 11: what you’re looking at
What you’re looking at
This is **not a cartoon or satire**—it's a straightforward advertisement for Schlitz beer, likely from the early 20th century (the "fifty years" reference suggests around 1900-1920). The ad emphasizes Schlitz's competitive advantage: **purity**. It claims the brewery spends more on cleanliness, filtering, aging, and sterilization than any other brewing costs, positioning purity as their defining quality. The appeal to "careful people" suggests health-consciousness was a marketing angle. The decorative hop imagery and formal layout reflect period advertising aesthetics. "The Beer That Made Milwaukee Famous" references Milwaukee's dominance in American beer production during this era. **Context modern readers miss**: This predates Prohibition (1920-1933), when such beer advertising was ubiquitous. The emphasis on "purity" likely responded to contemporary concerns about food safety and contamination—genuine public health issues before modern regulations.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
g » ritty Years ~ And over—the brewers of Schlitz beer have aimed mainly at purity. The quality is the highest obtainable. It is deemed so important that a partner in our business selects the materials. But the supremacy of Schlitz lies in I@ its absolute purity. \ On cleanliness, filtering, aging and ster- ilizing we spend more than on all other costs of our brewing. That is why careful people, the world over, drink more than a million and a half barrels annually of Schlitz. That is why the home beer is Sor the Brewery Bottling. That Made Milwaukee Famous. comicbooks.com