The Story Behind Heisler Beer: Hollywood's Favorite Fake Brew

Learn about the history and production of Heisler Beer, the iconic fictional brand featured in many popular television shows and movies.

November 9, 2021

Story Revised:

07/05/2024

Ever wondered what beer your favorite actors are drinking in films and television shows? The answer is most likely Heisler Beer. Despite its on-screen ubiquity, Heisler isn't a real beverage you can find at your local store. Instead, it's a cleverly crafted prop with great design and simplicity that seamlessly fits into any scene, whether it's a gritty drama or a lighthearted sitcom.

So fire up your streaming service of choice and head over to your favorite film and television bars, such as McLaren's from How I Met Your Mother or Paddy's Pub from It's Always Sunny in Philadelphia and unearth all there is to know about Heisler, TV's favorite fake beer. This piece identifies everything you've ever wondered about the fake brand, including its origin and the mystery surrounding it, its popularity on Hollywood film and TV sets, the legal need for fake beer brands, memorable Heisler appearances in television and films, a customized recipe for homemade Heisler beer, fan theories and speculation regarding the brand, other notable fake brands in Hollywood, as well as the fake beer brand's impact on pop culture.

The Origins and Creation of Heisler Beer

It might sound crazy, but the most popular beer in many films and television shows, the Heisler brand, is actually fake. In fact, apart from the beer's timeless look, the liquid inside the can or bottle is almost certainly never actual beer.

If the scene depicts someone popping a bottle or can and maybe pouring it into a glass, then it’s typically filled with non-alcoholic beer or soda, for appearance’s sake. But if you see a group of your favorite characters bringing cans to their lips while in conversation or getting drunk, those cans are most likely filled with water.

Because let’s face it, pounding beer after beer during the course of a long day’s shoot could be, well, problematic.

Heisler's creation is attributed to the TV and film industries’ leading prop supplier, Independent Studio Services (ISS). Specifically, it was designed by their in-house graphics team at Studio Graphics.

ISS is headquartered in, of course, Southern California, where it began in the '40s. In the intervening years, and starting in the '80s, they've grown to become the largest prop supplier in the entertainment industry. And as more and more productions have filmed away from Hollywood, ISS has gone with them, with 11 locations across the U.S. and one in London.

Beer (and beverages in general) is only a small part of what the makers of Heisler do. Studio Graphics' other fake beers such as Cerveza Clara and El Brazo are notable among 40 different custom beer choices. If there’s any kind of prop or fake products needed for production, they most likely have it – books, tools, musical instruments, sports equipment, furniture, electronics, home appliances, office machines, uniforms, medical devices, and, for use in period pieces, brands and items that have long since ceased to exist. They are also home to many fake weapons, and they claim to own the largest private armory in the world.

The Mystery Behind Heisler's Origin Story

So, where did the Heisler brand originate, and when was the first time Heisler came alive in any show? Well, that’s kind of a bit of a mystery, even to those who created it in the mid-to-late '90s.

As Molly Rummel, Assistant Manager at Studio Graphics (previously an experienced prop master), explained to Shannon Carlin at Thrillist:

“I’ve talked to some of our old-timers, and no one can remember just who created it. It could have been created for one project or multiple.” So, the fact is, they lost track of specifics, especially from where the name Heisler originated, as each of the company's designs was the result of a collaborative effort of multiple designers or team members.

Beyond the original Heisler Gold Ale, Heisler’s brand “family” has grown over the years to include Heisler Lite, as well as a Vintage Heisler where the original red label is always used in productions.

Most cans of Heisler Beer are filled with water on film and television sets because consuming alcoholic beverages in a big chunk throughout a long day of shooting could pose significant challenges.

Heisler’s success has led Studio Graphics to go for other fake brands such as 'Let's Potato Chips, which is a version of Lay's, as well mimicking other styles and demographics, as long as they carefully consider the current trends of design.

Their “craft” line includes a generic “Amber Ale,” which has kind of 90s-era craft beer vibe. The Jekyll Island Red and Pale Ales look like they could have been brewed in southern Florida, complete with a skull wearing an eye patch and pirate hat. The Oro Vista IPA is very West Coast crafty, featuring big block lettering, stylized mountains and trees, and, of course, a hop flower.

The Popularity of Heisler Beer Among Actors

What do Glenn Howerton, Danny DeVito, Jason Lee, Andy Samberg, Bryan Cranston, Zooey Deschanel, and John Goodman, have in common?

Well, sure, they’re all actors. But what else?

They’ve all been seen knocking back a bottle or can of Heisler Beer. In fact, they’ve made Heisler so popular that it’s the most consistent top seller and at the forefront of its market segment.

It’s probably the highest-selling beer you can’t get your hands on!

You’ve probably never heard of it before, or maybe you've seen it on TV and just don’t know how to find it, from New England to Sun Valley to sunny L.A. If you’ve spent any amount of time in front of a television, you've likely seen a number of your favorite characters drinking it onscreen with reckless abandon.

You see, Heisler Beers aren't real, they are more like creative versions of... absolutely nothing! The aforementioned market segment where it’s tops in sales? As props in television and movies! All the actors or cast noted above, and countless others, have played characters who have consumed Heisler on set.

Jason Lee, as the title character in My Name is Earl, imbibed several along with his friends at their local bar, the Crab Shack.

A pre-Breaking Bad Bryan Cranston (see header image) could be seen with one as Hal, father of the titular Malcolm (played by Frankie Muniz) in Malcolm in the Middle.

Andy Samberg’s Detective Jake Peralta has enjoyed a few on Brooklyn Nine-Nine.

Glenn Howerton’s Dennis Reynolds and Danny DeVito’s Frank Reynolds sank more than their fair share in a recent shoot in It’s Always Sunny in Philadelphia.

And Zooey Deschanel’s Jess Day and friends consumed many, many bottles of Heisler Beer while playing their elaborate homemade drinking game, True American, on the show New Girl. Additionally, New Girl character Nick Miller drinks it heavily (played by Jake Johnson) during the show.

The Need for Fake Beer Brands in Productions

Regarding Heisler Beer, and the other phony alcohol brands ISS and Studio Graphics produce, why are they even needed? In the modern era of rampant product placement, wouldn’t established brands want the exposure, especially in big-budget blockbusters?

Well, that is part of the joy. As with everything, it depends on context.

While product placement is definitely a thing, when it comes to alcohol and other vices, it is notoriously difficult for studios to get permission to use genuine beers. Characters frequently consume these products in excess, often resulting in unsavory, dangerous or even deadly behavior. Alcohol companies are naturally quite averse to having their brands associated with any kind of belligerence, crime or addiction.

There are also endorsement conflicts to consider. Especially in television, a network may not want to air a series featuring a specific brand while the network has a very lucrative deal with a top competitor.

Heisler Beer: The Beginning of a Trend

Heisler beer has grown into the most popular fake beer brand around, and ISS's assistant manager Rummel's personal favorite American Colonial has a "very microbrewery Northeastern beer feel, but also can be read as Budweiser-y," per a story by Thrillist.

HaberKern “Amber Premium Blend” has a Michelob Amber Bock ring to it, and Premium Light is a dead-on Keystone/Coors Light knockoff, with a blue label and snow-capped mountains.

“Import” beers are also featured. Cerveza Clara is nearly a dead ringer for Pacifico, and there’s even a “Light Refreshing Beer” with Asian-inspired characters on a dark label, echoing Tsingtao or perhaps Sapporo.

But Heisler Beer was where it all started, with a straight-ahead label that just says “beer” and feels as much at home on Roseanne’s kitchen table as it does in a millennial’s downtown loft.

Rummel credits Heisler’s appeal to its timeless design.

“It 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.”

In fact, the “brand” became so ubiquitous in the industry that ISS took the unprecedented step of trademarking it. According to Rummel, “We were the first people, according to our lawyer, that put a patent on a fake brand.”

The popularity of Heisler is so high, in fact, that Rummel had to send a six-pack of Heisler to someone from New Zealand who made holiday requests to procure the beers as gifts.

Notable Appearances of Heisler Beer in Film and Television

Heisler Beer has been featured in numerous films and television shows. Here are a few notable examples:

2 Broke Girls
Beerfest
American Pie Presents: Band Camp
Blue Bloods
Brooklyn Nine-Nine
Bones
Burn Notice
CSI: Crime Scene Investigation
Criminal Minds
CSI: Miami
The Social Network
Everybody Hates Chris
Desperate Housewives
Fear the Walking Dead
Ghost Whisperer
Footloose
Gilmore Girls
Grace and Frankie
Glee
Happy Endings
Stranger Things (in season one during the Nancy, Barb and Steve "party" scene)
How I Met Your Mother
Heroes
Hulk
Community
Key and Peele
It's Always Sunny In Philadelphia (pictured)
The League
Shameless
Mad Love
Lucifer
Malcolm in the Middle
New Girl
My Name is Earl
Parks and Recreation
Prison Break
Pretty Little Liars
True Detective
Reno 911!
Star Trek: Enterprise
The Riches
Roseanne
Superbad
Twin Peaks
Split
The Shield
Training Day
Terminator: The Sarah Connor Chronicles
Two and a Half Men
United States of Tara
Ugly Betty
Dear White People
The Vampire Diaries
Workaholics
Veronica Mars
Weeds
The X-Files (Cigarette Smoking Man enjoys them)
w/ Bob and David
White Collar

Fan Theories And Speculation About Heisler Beer

Heisler Beer, whose nickname is 'the Bud Light of Fake Beers', has captured the curiosity of many viewers due to its frequent appearances in various TV shows and movies. Here are some fan theories and speculations about Heisler:

1. The Universal Beer Theory

Fans speculate that Heisler Beer is used to create a sense of a shared universe across different TV shows and movies. This theory suggests that all the shows and movies featuring Heisler exist within the same fictional universe. This can be an interesting topic for fans who enjoy spotting Easter eggs and connecting different storylines across a vast array of shows and movies.

2. Cost-Effective Production

Another common theory is that Heisler is used for practical and cost-effective reasons. A real beer brand requires licensing fees and agreements, which can be expensive and complicated. By creating a fictional brand, production companies can avoid these costs and have consistent, recognizable branding in their shows and movies.

3. Easter Eggs for Keen Observers

Heisler Beer could be seen as a playful Easter egg for keen-eyed viewers. Spotting the brand in various shows and movies can be a fun game for fans, adding an extra layer of engagement with the content. It has become a signature mark of certain production companies, similar to how Alfred Hitchcock would make cameo appearances in his films.

4. Nostalgic and Timeless Appeal

Heisler, with its generic and timeless design, may evoke a sense of nostalgia for viewers. The design and branding do not tie it to a specific time period, making it adaptable for different eras and settings across various shows and movies. This timeless appeal ensures that it blends seamlessly into diverse storylines without seeming out of place.

5. The Mythical Perfect Beer

Some fans jokingly theorize that Heisler Beer represents the mythical "perfect beer" that suits everyone's taste. Since it's fictional, it doesn't have to cater to any specific flavor profile or brewing style, allowing viewers to imagine it as their ideal beer. This theory plays into the idea that Heisler is universally enjoyed by characters across different genres and settings.

6. Homage to the Industry

Heisler might also be seen as an homage to the filmmaking and television industry. By using a fictional brand, creators pay tribute to the craft of storytelling and the collaborative nature of the industry. It's a subtle nod to the behind-the-scenes efforts that go into creating seamless and immersive worlds for viewers.

7. Fan Creations and Community Engagement

The popularity of Heisler has led to fan creations, including custom labels, merchandise and even homebrewed versions of what fans imagine Heisler Beer might taste like. This fan engagement strengthens the community around the shows and movies that feature Heisler, creating a shared cultural touchstone.

The Impact Of Heisler Beer On Pop Culture

Created by Independent Studio Services, Heisler has appeared in numerous shows and movies and has become something of a pop culture staple. Its impact on pop culture is noteworthy as it transcends its role as a mere background item to become a symbol of the entertainment industry's creative universe.

Versatility and Blending: Heisler's generic yet recognizable label allows it to fit seamlessly into various settings while avoiding brand endorsements and maintaining the story’s illusion.
Omnipresence in Media: Featured in shows like New Girl, Brooklyn Nine-Nine, CSI, and My Name Is Earl, Heisler has become a staple in modern storytelling to enhance the sense of a cohesive fictional universe.
Audience Engagement: The consistent appearance of Heisler Beer fosters a sense of familiarity and community among viewers, who enjoy spotting it and sharing their discoveries, which leads to online discussions, memes and fan theories.
Symbol of Interconnectedness: Beyond being a prop, Heisler represents the interconnectedness of modern media, reflecting how fictional worlds overlap and resonate with audiences to create a shared cultural experience.

Our Customized Recipe for Heisler Beer

We’ve created a customized recipe for a non-alcoholic Heisler Beer in the form of a sessionable pale ale. This recipe will ensure that you can enjoy the refreshing taste of beer without the alcohol, making it perfect for any time of day (or even if you're filming a TV show or movie!).

Here’s how you can create your very own Heisler-inspired non-alcoholic beer at home.

Ingredients

1. Malt

6.6 lbs (3 kg) Light Liquid Malt Extract (LME) or 5.5 lbs (2.5 kg) Light Dry Malt Extract (DME)
1 lb (450 g) Crystal Malt (20L) – for a light caramel flavor and color (could also use Chocolate malts, Munich malt or a variety of specialty malts if you want to switch up the recipe)

2. Hops

1 oz (28 g) Cascade Hops (bittering) – for a pleasant bitterness
1 oz (28 g) Citra Hops (aroma) – for a citrusy aroma
1 oz (28 g) Amarillo Hops (flavor) – for floral, citrusy notes

3. Yeast

Non-Alcoholic Beer Yeast (e.g., SafAle US-05) – to create a non-alcoholic version

4. Others

1 tablet Whirlfloc – for clearer beer
4 oz (113 g) Corn Sugar – for priming

Equipment

Brew kettle (at least 5 gallons)
Fermenter (6 gallons or larger)
Airlock and stopper
Bottles and caps
Bottle capper
Sanitizing solution

Instructions

Once the above ingredients and equipment are in place, you are ready to move forward with the recipe below to produce Hollywood's own Heisler beer at home. Of course, you can alter the recipe to match the style you want to make, or make huge changes to this recipe, but just remember to enjoy the imaginary worlds that Heisler can inhabit while you're brewing!

Step 1. Steeping the Grains

Heat 2.5 gallons (9.5 liters) of water in your brew kettle to around 155°F (68°C).
Add the Crystal Malt grains to a mesh bag and steep in water for 20-30 minutes.
Remove the grains and let the excess water drain back into the kettle.

Step 2. Boil the Wort

Bring the water to a boil, then remove from heat and stir in the malt extract until fully dissolved.
Return to a boil, keeping an eye on the pot to avoid boil-overs.
Once boiling, add the Cascade Hops and boil for 60 minutes.
Add the Whirlfloc tablet with 15 minutes remaining in the boil.
Add the Citra and Amarillo Hops with 5 minutes left in the boil for flavor and aroma.

Step 3. Cooling and Fermentation

Cool the wort quickly to about 70°F (21°C) using a wort chiller or an ice bath.
Transfer the cooled wort to your fermenter, topping up with cold water to reach 5 gallons.
Aerate the wort by stirring vigorously.
Pitch the non-alcoholic beer yeast and seal the fermenter with an airlock.

Step 4. Fermentation Period

Let the beer ferment at a stable temperature (65-70°F or 18-21°C) for about 2 weeks.
Once fermentation is complete, check the gravity to ensure it's reached the desired level (typically 1.008-1.012 for non-alcoholic).

Step 5. Bottling

Dissolve the corn sugar in a small amount of boiling water and add to the bottling bucket.
Siphon the beer into the bottling bucket, mixing gently with the priming solution.
Fill and cap the bottles to ensure they are properly sanitized.

Step 6. Carbonation

Allow the bottles to carbonate at room temperature for about 2 weeks.
Chill a bottle for 24 hours before tasting to ensure proper carbonation.

Step 7. Enjoying Your Non-Alcoholic Homebrewed Heisler Beer

Once carbonated, have it bottled with a beer label on regular cans of water and it will be ready to enjoy just like what you see on camera! Serve chilled and savor the refreshing, hoppy flavors of this Heisler.

There it is! You have the brew that boasts a Heisler label ready with our customized recipe, which is perfect for those who want enjoy the taste of non-alcoholic beer and want to recreate a game of "True American" from New Girl.

Other Fake Brands In Media/Hollywood

Fake brands in media and Hollywood are essential tools for filmmakers to avoid legal issues, maintain creative control and add an extra layer of realism to their fictional worlds. Some of the most notable fake brands other than Heisler Beer include:

Morley Cigarettes

This brand has been featured in numerous TV shows and movies, such as The X-Files, Breaking Bad, and The Walking Dead. Its distinctive red and white packaging is instantly recognizable to fans of these series.

Oceanic Airlines

First appearing in the 1996 film Executive Decision starring Kurt Russell and Steven Seagal, this airline is best known for its role in the TV show Lost. Oceanic Airlines has also made appearances in various other shows and movies, adding a sense of foreboding due to its association with disaster.

Duff Beer

Originating from The Simpsons, Duff Beer is a satirical take on commercial beer brands often seen being quaffed by patriarch Homer Simpson (who has been known to deliver a good beer quote) as well as the denizens of Moe's Tavern. It has become so popular that real-life versions of the beer have been produced for (and by) fans of the show.

Acme Corporation

Famous for its role in Looney Tunes cartoons, the Acme Corporation provides Wile E. Coyote with all his gadgets and contraptions in his endless pursuit of the Road Runner. It’s a humorous nod to the absurdity of cartoon logic.

Kwik-E-Mart

Also from The Simpsons, this convenience store, run by Apu Nahasapeemapetilon, has become an iconic symbol of American convenience stores and has even been recreated in real life (at 7-11s) for promotional events. But who needs the Kwik-E-Mart, anyway?

Big Kahuna Burger

This fictional fast-food chain appears in several Quentin Tarantino films, including Pulp Fiction and From Dusk Till Dawn with George Clooney and Salma Hayek. It adds a layer of continuity and a shared universe feel to Tarantino’s works.

Los Pollos Hermanos

Featured prominently in Breaking Bad and Better Call Saul, this fast-food chicken restaurant is a front for Gus Fring’s drug operations. Its presence adds depth to the show's narrative and serves as a critical plot element.

Bluth Company

The dysfunctional family business at the center of the TV show Arrested Development, the Bluth Company is known for its shady dealings and failed housing developments, providing a backdrop for much of the show's humor and drama.

The Lasting Legacy Of Heisler Beer

The story behind Heisler Beer highlights its unique role as TV's favorite fake brew. This versatile prop has become an iconic element in Hollywood to enhance the realism of countless shows and movies without the need for real-world brand endorsements. Its consistent presence has created a sense of familiarity and community among viewers, who delight in spotting it across different settings and narratives.

By seamlessly blending into various settings, Heisler Beer not only avoids legal complications, but also adds depth to fictional worlds. Its lasting legacy is a testament to the creativity and subtle artistry that underpins the entertainment industry's storytelling prowess.

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