Sunday’s ad is for Schlitz, from 1907. In the first decade of the 20th century, Schlitz Brewing, then one of the largest breweries in the U.S. after the industry had shrunk from over 4,000 to around 1,500 in just 25 or so years, did a series of primarily text ads, with various themes. In this ad, they’re again suggesting that beer purity is the most important quality in a beer. “Not all People Prefer the same beer—that is true. They are guided by taste; and tastes differ as beers do. But tastes can be cultivated. And absolute purity is much more important.” Purity. That’s the name of their game.