Judge, 1907-12-14 · page 11 of 16
Judge — December 14, 1907 — page 11: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not political satire. The ad promotes the brewery's quality control processes to a early-20th-century audience concerned with food and beverage safety. The pitch emphasizes purity and health rather than taste or appearance—reflecting contemporary anxieties about contaminated food and water that caused serious illness. The mention of preventing "biliousness" (nausea/digestive upset) addresses real public health concerns of the era. The ad claims Schlitz spends more on purity than competitors: washing bottles four times, filtering air, sterilizing after sealing, and aging in glass-lined tanks. This messaging reframes expensive manufacturing as consumer protection. "The Beer That Made Milwaukee Famous" was Schlitz's actual slogan, positioning the Wisconsin brewery as America's premier brand through claims of scientific rigor and healthfulness rather than flavor.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
On purity than on all other costs of our brewing. We go to extremes. For instance, we wash every bottle rour times by machinery. We filter even the air in our cooling rooms. We sterilize every bottle after it is sealed. Then we age Schlitz beer, in glass- lined tanks, so long that it cannot cause biliousness. Not to make the beer taste better, or ‘look better. Not to secure any apparent advantage. But to insure absolute purity. To give you a beer that is healthful. Don’t you want it? 13 for Be premen, ae The Beer “== That Made Milwaukee Famous comicbooks.com