
Beer was popular at the turn of the century. It
was big business and employed over a million people, not only
in the brewing industry, but in agriculture too. In this area
of old time ads, you will see some familiar names that are
industry leaders even today. The ads have changed and become
slicker and sexier, but the product remains nearly unchanged
today.
Ernie
Mayne - Lloyd George's Beer - 1917 - Press Play Button
Here is an
article that ran in The San Francisco Call, April 20,
1906 -
The making of beer
- Is a most interesting process. At the
same time, it Is, in its essentials, a very simple one. The first,
process is that of malting, namely, the preparation of the
barley by germination or growth for the process of
mashing. The barley is first cleaned in order to remove
foreign seeds, straw, broken kernels, etc., by means of
sieves and blower fans. The barley is then placed in steep
tanks containing water of a certain temperature. The grain
remains in the steep tank until it has absorbed the
desired amount of water, which requires usually about 48
hours. Then the water in the steep tank Is drained off and
the wet barley dropped upon a floor below by , opening the
bottom of the steep tank. There the barley dries out
somewhat and begins to sprout or grow, pure air being
supplied to help this process by aeration. This growth
usually takes about five days, during 'which time water is
sprinkled upon the barley whenever it becomes too
dry.
Own this beautiful Bock Beer Vintage Artwork as a Poster or Print
When the malt shows the desired degree of sprouting it is
conveyed to a kiln for drying. For this purpose it is subjected to
varying high temperatures for from 2O to 24 hours. Next,
the malt passes through a second cleaning process, and it
is then considered suitable for brewing purposes. The
actual brewing is accomplished in three departments of the
brewery, namely, the elevator or millhouse, where the
materials are prepared and weighed, the brewhouse, where
the "wort" is produced, and the cellars, where the "wort"
is fermented and treated to produce the finished beer. The
arrangement is on the " gravity plan — that is, in each
department the material of "wort" or beer is elevated or
pumped only once to the top, and from there descends
through the different stages of manufacture by
gravity.
In the millhouse the malt is weighed in a scale
hopper, and thence passes through the malt mill, where 'It
is crushed, so as to loosen the starch in the kernels. The
crushed malt is then transferred to the storage hoppers in
the brewnouse, ready for use. In the brewhouse are hot and
cold water tanks, the malt and cereal hoppers, the cereal
cooker, the mash tub, the kettle, the hopjack and the
cooler. The mashing process is, of course, one of the most
important in the manufacture of the beer. When the "wort"
reaches the kettle, hops are added, and when the mixture
has been properly boiled the beer passes gradually to the
cooler.
After cooling it goes to the cellar, where it is fermented,
otherwise treated and made ready for the
market.
Then there was this ad that ran
in the Times Dispatch on June 18, 1908
-

Here's the fine print:
Nurse: "Why is it, Doctor, that you
use Beer instead of
malt extract?"
Doctor: "Schlitz Beer, Nurse.
Because I have found that my patients assimilate it better and
that there are no ill effects. Have you found anyone under your
charge who did not benefit from it?"
Nurse: "No, Doctor. While some patients at the Hospital where I
was before were sickened by malt extract, I have never noticed
such result from Schlitz Beer here. Even those just recovering
from an operation retain Schlitz Beer. Often it is the only
food they can take."
Doctor: "It is the best nourishment. The care given its
brewing, to cooling it in filtered air, makes Schlitz Beer
so
Schlitz Beer Radio
Commercial
pure that no harm can come from it.
Schlitz Beer, too, has a richness in food value, greater
than I have found in any other beer, due to the barley,
hops and yeast used."
Nurse: "Why is it, Doctor, Schlitz never causes
biliousness?"
Doctor: "Because Schlitz is thoroughly aged. Fermentation is
completed at the brewery, not in the patient's stomach. The
final step after bottling and sealing is the sterilization
through which it is impossible for any germ to exist."
Nurse: "My patients seem to enjoy the taste of "Schlitz."
Doctor: "Yes. Even old world brew-masters have complimented
Schlitz on its full rich flavor, proving the goodness of all
the materials."
Nurse: "If Schlitz Beer is such a benefit to the sick it ought
to be good for the well."
Doctor: "It is. And if those who are well would
drink more of it we would have fewer anemic patients. We
would have less stomach trouble and nerve disorder. In
every way the use of Schlitz promotes health."
Ask for the Brewery Bottling.
Common Beer is sometimes substituted for Schlitz.
To avoid being imposed upon, see that the cork or crown is
branded
Schlitz.
Now that is a stretch to say the least and I doubt
that could run in today's ads. I especially like the part where
they say after an operation "It's the only food they can
take" in the Hospital ... jeesh!

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