Friday’s ad is for Schlitz, from 1914. In this ad, which ran in the Detoit Press on July 17, 1914, the warning inside the beer-drinking man’s head reads. “Nature has many ways of warning man of danger. The sense of taste and smell both serve for protection.” That’s followed by them stating that those skunk aromas and flavors come from “beer from light bottles.” They suggest; “Why take the risk?” Brown bottles are better, so buy Schlitz.
Thursday’s ad is for Schlitz, from 1900. In this ad, after Schlitz had passed away and original founder August Krug’s nephews, August and Henry Uihlein, inherited the brewery, they continued building the business and by 1900 were brewing one million barrels of beer per year. I love these old brewery illustrations that make them seem just massive. And notice the keg-beer brands offered. One listed is “Budweiser.” That seems curious. And some of the bottled beers include “Extra-Pale,” “Extra-Stout,” and Schlitz-Porter.”
Wednesday’s ad is for Schlitz, from 1964. In this ad, nearly thirty years later, they’re still talking about the story of Admiral George Dewey, who destroyed the Spanish fleet in Manila Bay in the Philippines in the spring of 1898, without a single American casualty. This was during the Spanish-American War. Besides the art being far more minimalist, in this version of the story after their victory, the Schlitz office in Manila the next day delivered to Dewey and his crew “two bottles for every man jack in Dewey’s command,” whereas the earlier ad claims it was 3600 bottles of Schlitz, one for every sailor who took part in the battle.
Also, the phrase in ad, “splice the main brace” is in fact a nautical term defined as meaning “an order given aboard naval vessels to issue the crew with an alcoholic drink” by Wikipedia, and Origins of Naval Terminology claims. “It was the custom, after the main brace was properly spliced, to serve grog to the entire crew. Thus, today, after a hard day (or, not so hard day), the phrase has become an invitation to have a drink.” So that’s a real thing. I’ll have to figure out a way to work that into a conversation.
Tuesday’s ad is for Schlitz, from 1935. In this ad, they tell the story of Admiral George Dewey, who destroyed the Spanish fleet in Manila Bay in the Philippines in the spring of 1898, without a single American casualty. This was during the Spanish-American War. Apparently one of his rewards for this heroic feat was that the Schlitz office in Manila the next day delivered to Dewey and his crew 3600 bottles of Schlitz, one for every sailor who took part in the battle.
Monday’s ad is for Schlitz, from the early 1900s. This was from a series of advertising cards that would have been handed out to people, sort of like baseball cards, with a series usually tied together by some theme. In this ad, showing a scene from Shakespeare’s “Hamlet,” specifically Act I, Scene II, the script has been altered ever so slightly to include this line, said to Hamlet by the king. “And try, Schlitz Milwaukee Beer.” I certainly don’t remember that line from the original. Maybe I’ve been seeing the wrong version all these years.
Sunday’s ad is for Schlitz, from 1900. In this ad, the story of the Schlitz Brewery’s honest is told, that and how “Purity Built It.” That, along with the illustration of pure-looking woman astride an unusually large bottle (unless she’s extraordinarily diminutive) and holding up another symbol of purity, the flower.
Saturday’s ad is for Schlitz, from 1900. In this ad, an impressively large woman sits on the Arctic circle of the Earth, hops and barley in her hair, opening the tap stuck into Milwaukee, Wisconsin and filling a bottle of beer almost as tall as the Earth itself. I can’t even imagine what size the fermenters would have to have been to brew that much beer just to fill that one bottle. No wonder they felt like they were on top of the world. That is pretty impressive.
Friday’s ad is for Miller High Life, from 1950. In this ad, from the back of a baseball game program, a star player who’s tipping his hat, revealing a buzz cut, is taking a bow while holding four bats. So maybe he’s just warming up and getting ready for his at-bat. I’m not sure if he’s the favorite or the beer is, but my money’s on the beer.
Thursday’s ad is for Miller High Life, from 1948. In this ad, from the back of a baseball game program, two players are arguing while an umpire. It’s to say exactly what’s going on since the catcher appears to holding the bat. How, or why, he took it from the batter is anybody’s guess. The ball is on the ground and another player is laying down behind, possibly on a base, and watching the scene unfold. As for the ump, he just seems to be standing there serenely, with his hands folded in front of him, waiting for the storm to subside. I think they could all use a beer.
Wednesday’s ad is for Miller High Life, from 1944. In this ad, from the back of a baseball game program, a batter is arguing with two umpires. I’m sure he’s not going to get anywhere, since “There’s No Arguing About ….” it.
