On this marketing minute episode, I share the story Schlitz Beer, and how the brand went from last in beer sales in the early 20th century to becoming the number one beer company in America. How did they do this? They hired advertising expert Claude Hopkins.

After taking a tour of their facility, he suggested they share their manufacturing process (which was the same as every other beer company at the time).

Hopkins was the first to explain in specific detail why Schlitz beer was pure. And once he did, Schiltz was permanently embedded in the market's mind as being especially pure.