Monday’s ad is for Schlitz, from 1908. 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, Schlitz is still hammering on its healthful qualities and its purity, claiming it “has no after effects.” And at “only 3½ per cent,” “the alcohol in beer is a trifle.”
