[Schlitz Brewing Company Columbian Exposition Souvenir]

An astonishing example of ‘corporate imperialism’ from the 1893 Columbian Exposition in Chicago.

This incredible souvenir from the 1893 Columbian Exposition is a tangible example of the racially motivated marketing that was commonplace in the late 19th and early 20th centuries.

The Schlitz Brewing Company was proud to advertise its proverbial ‘conquering of the globe’ during the celebration of the 400th anniversary of Columbus’ arrival in the New World. The stylized cover features a bird’s eye view of the fairgrounds in the upper half, while the lower section is that of a globe, the Schlitz Banner tying the two together.

Ludicrous illustrations and accompanying text occupy the next seven leaves, which show, in full color, how Schlitz has come to dominate the world beer market. “The unfailing energy of the Schlitz Brewing Company has forced its way to the remotest corners of the globe.” Even Henry Morton Stanley is depicted uncovering a prized bottle of the swill in the deep jungles of Africa.

On the verso of each card is a series of finely engraved views that show various aspects of the Schlitz manufacturing operations in Milwaukee. The back cover includes a second, more detailed bird’s eye view of the Columbian Expo grounds at Jackson Park, Chicago.

Copywritten 1893 and lithographed in Milwaukee by the Beck & Pauli Lithograph Company. Distributed by Schlitz Brewing Company.