Judge, 1916-06-24 · page 19 of 29
Judge — June 24, 1916 — page 19: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not satire or political content. It uses a pseudo-scientific analogy to market the product. The ad draws a parallel between human skin's natural protection (tanning from UV exposure) and Schlitz's brown bottle protection. It claims that just as skin develops a protective tan, the brown bottle protects beer's delicate proteins (albumin) from light degradation—preserving taste and nutritional value. The logic is deliberately stretched: equating biological UV protection with packaging is speculative marketing dressed in scientific language. By framing brown bottles as scientifically necessary rather than merely practical, the ad attempts to position Schlitz as superior to competitors using clear or lighter bottles. The tagline "The Beer That Made Milwaukee Famous" reinforces Schlitz's established brand reputation during what was likely the early-to-mid 20th century, when Milwaukee was America's brewing capital.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Nature Paints the Skin with a reddish-brown tan in tropical countries and in summer to protect the skin’s tissue from the ultra violet rays of light. The protein (albumin) in beer is of more delicate chemical structure than the most delicate skin. The ultra violet rays of light decompose protein(albumin). Schlitz Protects Its Beer from the damaging effects of light, with the Brown Bottle. That’s why Schlitz tastes so good. Its nutritive value is unimpaired. Drink e Order a Case Today Si plely in Brown Bottles See that crown is branded “‘Schlita®® The Beer 110-Mag. That Made Milwaukee Famous comicbooks.com