Life, 1905-07-13 · page 26 of 26
Life — July 13, 1905 — page 26: what you’re looking at
What you’re looking at
This is a full-page advertisement for Schlitz beer, not a political cartoon. The page promotes Schlitz's "sterilization" process—a 90-minute heating procedure applied after bottling—as a unique selling point. The ad claims this produces a "germless beer" that won't cause stomach fermentation and maintains quality and purity. The decorative Art Nouveau border frames the text, while the Schlitz signature and slogan "The Beer That Made Milwaukee Famous" anchor the bottom. This reflects early 20th-century advertising that emphasized scientific/sanitary methods as luxury features, appealing to consumers concerned about food and beverage safety during an era of growing awareness about germs and contamination.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
op Wy) La - Sterilized | Every bottle of Schlitz beer is sterilized after it is sealed. ‘The process takes ninety minutes; the cost is enormous. But the result is a germless beer—a beer that doesn’t ferment on the stomach—a_ beer that preserves its quality—a_ beer ; absolutely e pure. - The Beer That Made Milwaukee Famous. comicbooks.com