Friday’s ad is for Schlitz, from 1906. 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 suggesting that you ask your doctor about which beer to choose. I know my doctor prefers dark beer, he doesn’t like overly hoppy beers. But I still have a hard time believing the conversation would go anything like the ad suggests. But who knows, just a few years later, when prohibition began, doctors were writing prescriptions for medicinal beer.

Thursday’s ad is for Schlitz, from 1906. 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, with the headline, “Here’s Health To You,” which according to the brewery “Means something when the beer is Schlitz.” According to the ad copy, over “half the cost of our brewing is spent to insure that Schlitz beer shall be pure.” I wonder how they calculated that?

Wednesday’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, they explain why “It is not good advice to say ‘Don’t drink beer.'” It’s because “There are many who need it.” Then they add. “Your doctor advises beer. The healthiest peoples of the world drink the most of it.”

Tuesday’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, it’s purity again, and especially the ingredients in their beer, which they oddly refer to as “materials.” “The goodness of Schlitz is largely due to them.”

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.”

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.

Saturday’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 touting its purity and concludes that “When beer is pure there is nothing more healthful,” adding “And Schlitz beer is pure. It brings no after-effects, no biliousness.” But more importantly, don’t even think about drinking the wrong beer. “That is why the doctor generally says ‘Drink Schlitz.'”