Life, 1907-04-11 · page 19 of 24
Life — April 11, 1907 — page 19: what you’re looking at
What you’re looking at
This is a **Schlitz beer advertisement**, not a political cartoon or satire. The page promotes Schlitz as "the pure beer the world over," emphasizing purity as its supreme selling point. The ad argues that while purity is expensive and "not so conspicuous as some qualities in beer," it's essential—questioning what good a beer is if impure, unhealthful, or causes "biliousness" (digestive upset). This messaging reflects early 20th-century concerns about contaminated or adulterated beverages. The decorative Art Nouveau border with hops and the formal typography suggest this is from Life magazine's advertising section. The tagline "That Made Milwaukee Famous" references Milwaukee's reputation as a major American brewing center. The instruction to "Ask for the Brewery Bottling" and verify the cork is "branded Schlitz" indicates concern about counterfeits—a real problem in that era when bottling standards were unregulated.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ABS (\ \ A) KY Uy Tix ‘ "i $| Sy | Bee ASS Beer tine ASA | ? The materials we use are the best we can buy. And a partner in our business selects them. : The goodness of Schlitz is due largely to them. But the supremacy of Schlitz as a home beer has been gained by the fact of its absolute purity. Purity is not so conspicuous as some qualities in beer, yet it is very expensive. That is why it is rare. : But what does it matter how good a beer is : if it is not a pure beer? If its use is unhealth- ful? If its result is biliousness ? Schlitz beer is known as the pure beer the | | e world over. ry Ask for the Brewery Bottling. See that the cork or T h crown is branded Schlitz. y e Beer That Made Milwaukee Famous. comicbooks.com ‘ — a es