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Beer In Ads #2257: Beer Keeps One Well

Tuesday’s ad is for Schlitz, from 1904. 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, filled with quotable adspeak, it starts out magnificently. “It is a noticeable fact that those who brew beer, and who drink what they want of it, are usually healthy men.” And I guess they’re saying you won’t be skinny if you drink beer, but they say it in a positive way, stating that you won’t find among beer drinkers and “wasted, fatless men.” And that’s because “beer is healthful. The malt and the hops are nerve foods,” whatever that means.

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