Saturday’s ad is also for Schlitz, from 1904. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “Beer Keeps One Well,” and in the text they note that brewer tend to be healthier than the general population. That was certainly true in the time of Cholera, but they go on to make some hilarious claims. Among brewers, according to the ad, you’ll find no “dyspeptics, nervous wrecks” or even any “wasted, fatless men.”

Thursday’s ad is for Schlitz, from 1907. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “We Spend More,” and in the text they talk about the “extremes” they go to, like washing “every bottle four times by machinery.” After going through a list of these, the ad finishes with a question. “Don’t you want it.”

Wednesday’s ad is for Schlitz, from 1905. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “Reputation,” and according to the headline, Schlitz “spend[s] fortunes every year — go to the utmost extremes — to maintain it.” Too bad they forgot about that when the bean counters took over in the Sixties.

Tuesday’s ad is for Schlitz, from 1902. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, the headline is “Beer is Healthful,” but makes the distinction that “green beer” (defined here as “insufficiently aged, half-fermented”) is not, but that you have to keep your beer and packaging clean. Hard to argue with that.

Monday’s ad is for Schlitz, from 1906. The ad is part of a series from that time highlighting different aspects of the beer’s process, its healthfulness and other factors. In this one, it’s about “the secret yeast,” which was “always developed from the same mother cells.”

Sunday’s ad is yet another one for Schlitz, this one from 1943. An ice skater glides effortlessly across a frozen pond in the central illustration. Yeah, it’s that smooth. I like that in the ad copy they suggest that Schlitz has “that famous flavor found in no other beer.” Because different beers at that time tasted so differently. Wow, that seems like a tough sell.

Saturday’s ad is another one for Schlitz, this one from 1945. The ads was just before the end of World War 2, and was speculating about all the wonderful things we’d be doing once the war was over, including “giant airliners.” But as for the beer of tomorrow, their position was that it was already there, and it was Schlitz.

Friday’s ad is for Schlitz, from 1949. The ad is 100 years from something, though it’s unclear what. In addition to the gold rush in California, I guess there was a lot of “pioneering” still going on 100 years before this ad ran, but Schlitz itself didn’t start brewing for another 25 years, in 1874. Still, this Oregon Trail-like painting is pretty cool, even if it has little to do with the beer.

Wednesday’s ad is for Schlitz, from 1962. A sailor at a bar telling tall tales. What are the odds? In this story, “it was rugged, mates,” our intrepid man of the sea begins. “33 days in a lifeboat and worst of all no Schlitz!” No Tiger, either, but can that really be the worst thing? Sounds like this must not be the first retelling.

Saturday’s ad is for Schlitz, from 1947. A man wearing tweed in, of course, what looks to be a library, holds up his glass of beer to inspect it. But I love the opening quote in the ad copy. “Opening a bottle of Schlitz is like opening a familiar and well-loved book.”