Life, 1907-09-12 · page 2 of 24
Life — September 12, 1907 — page 2: what you’re looking at
What you’re looking at
This is **not satire or a cartoon—it's a straightforward advertisement** for Schlitz beer from the early 20th century. The ad uses a common marketing appeal of the era: inviting consumers to mentally tour the brewery's production facilities. It emphasizes purity and cleanliness as key selling points, highlighting: - Temperature-controlled plate glass rooms - Aging tanks that prevent biliousness (a health concern of the time) - White wood pulp filtration - Sterilized bottles The tagline "The Beer That Made Milwaukee Famous" references Milwaukee's dominant position as America's brewing center. The note about checking cork or crown branding suggests product authenticity concerns were relevant to period consumers. This represents typical early-1900s industrial-era advertising logic: detailed manufacturing transparency as a trust-building tool.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
ES SEAS How Schlitz beer is brewed, you would never buy any other. You would see plate glass rooms, filled with filtered air, where we cool it. You would see glass-lined tanks where we age it so long that it cannot cause biliousness. How we filter it through white wood pulp. How we sterilize every bottle. How cleanliness is carried to extremes. You would realize better how much purity means if you saw the methods we use, and the amount that we spend to attain it. | @ | Ask for the Brewery Bottling. | See that the cork or | Tt crown ts branded Schlitz. he Beer That Made Milwaukee Famous. comicbooks.com