Life, 1906-01-11 · page 19 of 26
Life — January 11, 1906 — page 19: what you’re looking at
What you’re looking at
This page is primarily **advertising**, not satire or political commentary. It's a Schlitz beer advertisement from Life magazine. The ad promotes Schlitz as "The Beer That Made Milwaukee Famous" by emphasizing scientific legitimacy and purity—key selling points in early 20th-century beer marketing. The text highlights the proprietary yeast strain ("always the same; always developed from the same mother cells") and rigorous manufacturing processes (filtering, aging, sterilizing). The decorative hop vine borders frame the message professionally. The instruction to "Ask for the Brewery Bottling" and verify the branded cork/crown suggests consumers should demand authentic products, likely addressing concerns about counterfeit or inferior beer in circulation. The claim of demand exceeding "a million barrels annually" asserts market dominance. This reflects the era when Milwaukee was genuinely America's brewing capital, and advertising emphasized industrial scale and scientific processes to build consumer trust and distinguish premium brands.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
The Yeas in Schlitz beer is a secret —always the same; always developed from the same mother cells. The peculiar goodness of Schlitz is due in part to this yeast. But more is due to purity —to the cleanliness, the filtering, the aging, the sterilizing. The Ask for the Brewery Bottling. demand exceeds a == [See that the cork or crown ts branded * million barrels r of annually. The Beer --\That Made Milwaukee Famous: comicbooks.com