Schlitz War Advertisement
c. 1898
Image of a infantryman and sailor sharing a bottle of Schlitz on shore. Above them is the Schlitz logo. Bellow them is the text, “The Beer that made Milwaukee Famous, at ‘Manila’.”
Schlitz Brewing Company like its competitors, used a variety of different advertising slogans to attract
new audiences to its product. With the growth of its distribution networks at the turn of the century,
Schlitz took advantage of the conflict during the Philippine-American War of 1899-1902 to get its beer to
thirsty troops overseas. The company delivered 216 trainloads of beer to Manila to satisfy the demand
for beer. The recognition that the Schlitz brand achieved allowed them to use the slogan, The Beer that Made Milwaukee Famous, at Manila.
