Heisler Beer: Where To Buy And What To Know

Heisler Beer is a fake beer brand that has been featured in numerous TV shows and movies. It is often used as a prop due to its timeless and simplistic design, which makes it adaptable to different settings and narratives. Despite its on-screen popularity, Heisler Beer is not a real beverage that can be purchased at stores. However, some merchandise with the Heisler Beer label can be found online, such as hoodies and notebooks.

Heisler Beer is a fake beer brand used in TV and film

Heisler Beer is one of approximately 40 fake beer labels created by Studio Graphics, the in-house graphics team at Independent Studio Services, a Hollywood prop house. Studio Graphics' assistant manager, Molly Rummel, explains that fake beer is their most popular custom design request, as it is challenging to secure product placement for real beer and alcohol brands. She notes that alcohol is rarely depicted in a positive light on screen, with characters often drinking to excess or using alcohol to fuel violent behaviour.

The creators of Heisler Beer embrace this aspect of their product, even providing breakaway bottles for scenes where a character might bash someone over the head with a bottle. Rummel highlights this versatility as a key appeal of the brand, stating, "You can do anything with Heisler, and that's part of the joy of it."

The design of the Heisler Beer label is another factor in its popularity. Unlike many fake brands, Heisler does not mimic an existing product but has a unique and timeless look. Its simplicity allows it to fit seamlessly into various settings, from dramatic pieces to half-hour sitcoms, and different time periods. Since its creation in the mid-to-late '90s, Studio Graphics has introduced variations, including Heisler Gold Ale, Heisler Lite, and vintage Heisler for shows set in the '40s to '80s. However, the iconic red label has largely remained unchanged.

Heisler Beer has become a pop culture phenomenon, with directors requesting it by name and fans seeking it out as gifts. Rummel receives holiday requests for bottles of Heisler and has even sent a six-pack to New Zealand. The brand has inspired fan theories connecting TV shows like *New Girl* and *True Detective* based on their shared choice of beer. Heisler Beer has truly earned its place in the imaginary worlds of TV and film.

It is used because it is difficult to get product placement from alcohol companies

Heisler Beer is a fake beer brand, created by Studio Graphics, the in-house graphics team at the Hollywood prop house Independent Studio Services. It has been used in TV shows such as New Girl, Brooklyn Nine-Nine, Stranger Things, It's Always Sunny In Philadelphia, and True Detective.

Heisler is TV's favourite fake beer, earning the nickname "the Bud Light of fake beers" due to its frequent appearances. Studio Graphics has created around 40 different fake beer labels over the past 40 years, with Heisler being their most consistent top seller. The company sells at least one bottle of Heisler a day, leading to hundreds or even thousands being sold each year.

The challenge of obtaining product placement from alcohol companies is a significant factor in the popularity of fake beer brands like Heisler. Alcohol companies are often reluctant to allow their products to be used in ways that may reflect negatively on their brand. As Molly Rummel, the assistant manager at Studio Graphics, explains, "Most of the time their product is being used in a way that's not in the best light... No one's drinking a beer and going to bed. That would be boring. People are drinking a beer and beating somebody up or getting drunk."

The use of fake alcohol brands in entertainment media allows for more flexibility in the depiction of alcohol consumption. With a fake brand, there is no risk of portraying the product in a manner that conflicts with the company's desired image. This is especially important in an era of increasing restrictions on alcohol advertising. By using fake brands, entertainment productions can bypass these regulations while still including alcohol, which is often a key element in storytelling.

The versatility of Heisler's design also contributes to its popularity. Unlike other fake brands that are creative versions of existing products, Heisler has a unique and simplistic label that can fit into various settings, from dramatic pieces to half-hour sitcoms. Its timeless look allows it to be used in bars in Texas or New York, regardless of the time period depicted. This adaptability is a significant advantage for productions, as it eliminates the need to seek permission from alcohol companies and ensures that the brand fits seamlessly into the narrative without standing out as a fake product.

It is versatile and can be used in different settings

Heisler Beer is a versatile prop that has been used in various television shows and movies, seamlessly blending into different settings. Its generic yet recognisable label allows it to fit into diverse storylines and avoid brand endorsements. Whether it's a gritty drama or a light-hearted sitcom, Heisler Beer's timeless design and simplistic packaging make it a perfect fit for any scene.

The versatility of Heisler Beer is evident in its ability to adapt to different eras and settings. The original red label has been used in productions set in the 1940s through to the 1980s, as well as modern-day shows. Its ageless aesthetic means it can be placed on a table in a millennial's downtown loft or a classic family kitchen, without looking out of place. This adaptability is a significant advantage for prop designers, as it saves them the trouble of sourcing different beverages for various scenes and periods.

Heisler Beer's versatility also extends to its function as a prop. It can be used as a static object in the background, enhancing the realism of a scene without being the focal point. However, it can also take centre stage, such as in drinking games or scenes of drunkenness. This adaptability adds to its appeal for directors and prop designers, as it can serve multiple purposes within a production.

The beer's versatility is further showcased by its ability to transcend media platforms. Heisler Beer has been featured in both television shows and films, including "American Pie Presents: Band Camp", "CSI: Crime Scene Investigation", "How I Met Your Mother", and "Brooklyn Nine-Nine". Its presence in various media formats increases its exposure and contributes to its iconic status in popular culture.

Heisler Beer's versatility and adaptability make it a go-to choice for prop designers and directors. Its timeless design and generic branding allow it to be used in a variety of settings, from bars in Texas to speakeasies in New York, as described by Molly Rummel, Assistant Manager at Studio Graphics. This versatility ensures that Heisler Beer continues to be a popular choice for creating immersive fictional worlds in television and film.

Heisler Beer has a timeless, simple design

Heisler is a fake beer brand, created by Studio Graphics, the in-house graphics team at the legendary Hollywood prop house Independent Studio Services. It was designed to be versatile, fitting seamlessly into any scene, whether it's a gritty drama or a light-hearted sitcom.

The simplicity of the design is what makes it so timeless and adaptable. According to Molly Rummel, the assistant manager at Studio Graphics, "It doesn’t completely copy something, but it still feels real...You can use it in a bar in Texas or a speakeasy in New York." This versatility is a key reason for its popularity among directors and producers.

Since its creation in the mid-to-late '90s, Studio Graphics has expanded the Heisler brand to include Heisler Gold Ale, Heisler Lite, and the Vintage Heisler for shows set in the '40s through '80s. However, the original red label remains largely unchanged.

The success of Heisler has led Studio Graphics to create other fake beer brands, such as 'Let's Potato Chips', a version of Lay's, and various craft beer-inspired labels. However, Heisler remains their most consistent top seller, with Rummel noting that they sell at least one bottle of Heisler a day.

Heisler Beer has become a pop culture staple, with fans even requesting bottles as gifts. Its simple yet recognisable design has helped it stand out, becoming a signature mark of certain production companies and inspiring fan theories about interconnected fictional universes.

The name Heisler is likely an inside joke

Heisler Beer is a fake beer brand that has been featured in numerous TV shows and movies, including "New Girl", "Brooklyn Nine-Nine", "Stranger Things", "It's Always Sunny in Philadelphia", and "True Detective". It is created by Studio Graphics, the in-house graphics team at the legendary Hollywood prop house Independent Studio Services.

The name "Heisler" is likely an inside joke, as even the "old-timers" at Studio Graphics cannot remember its origin. Molly Rummel, the assistant manager at Studio Graphics, assumes it is "somebody's name somewhere", making it possibly one of the longest-running inside jokes on TV.

The popularity of Heisler Beer can be attributed to its versatility and timeless design. According to Rummel, " [Heisler] doesn't completely copy something, but it still feels real. Whether it's a dramatic piece or a half-hour sitcom, it sort of fits in. You can use it in a bar in Texas or a speakeasy in New York." The simplicity and adaptability of the design allow it to blend seamlessly into diverse storylines and settings without seeming out of place.

Heisler Beer has become a pop culture staple, with directors often requesting it by name and fans wanting to purchase it as gifts. Its consistent appearance in various shows and movies has fostered a sense of familiarity and community among viewers, who enjoy spotting it and sharing their discoveries. Heisler has also inspired fan theories, such as the Universal Beer Theory, which speculates that all the shows and movies featuring Heisler exist within the same fictional universe.

While you cannot buy Heisler Beer as it is a fictional product, you can find merchandise and memorabilia inspired by the brand, such as hoodies and notebooks, on websites like Amazon.

Frequently asked questions