Life, 1905-04-13 · page 22 of 22
Life — April 13, 1905 — page 22: what you’re looking at
What you’re looking at
This is a **beer advertisement**, not political satire. The page promotes Schlitz beer by claiming superior quality through proper aging. The ad's argument: "green beer" (newly brewed, unaged beer) causes biliousness (nausea/digestive upset), but Schlitz avoids this by aging for months in refrigeration—requiring enormous storage space (10 million cubic feet). The tagline "The Beer That Made Milwaukee Famous" emphasizes Schlitz's reputation as a premium Milwaukee product. The decorative art-nouveau borders with hops suggest quality and sophistication. This was typical early-1900s advertising that made health claims about products—here, positioning careful aging as a health benefit rather than mere marketing.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Aging Beer doesn’t cause biliousness if it is aged well. It’s the green beer that should be avoided. Schlitz is aged for months before it is marketed; aged in refrigeration. This process alone requires nearly ten million cubic feet of space. The result is beer that is good rte Brew er ery Bo ott "6; for you. $e ‘thal t 's branded That Made Mi lwaukee Famous. comicbooks.com