ABOUT THE FILM:

Comedian Dave Chapelle said aloud, “Why the hell did you put a fish on the label?” Bell’s Two-Hearted Ale is America’s No.1 IPA. The now infamous & iconic trout image is found in every convenience store nationwide. The story of this one label twists and turns over the span of 40 years. The legends behind this label and many others have been buried in folklore but the vision created at Bell’s started a revolution in the craft brewing industry that changed what a beer label could be – a piece of art. This is the unconventional story of artist Ladislav Hanka whose love of fishing, Michigan’s Upper Peninsula, and beer found its way into every store in America.

ABOUT THE FILMMAKER:

For the past 19 years, Rory McHarg has been telling stories for the world’s largest brands. He joined Detroit-based film company Woodward Original from VICE Media, where he created global music and social impact programs for Johnnie Walker, Smirnoff, YouTube, Budweiser, & Bacardi. He believes deeply in the concept of the brand as a publisher.

Bret Miller is a director/writer/producer of narrative films. He’s directed two feature films along with a host of short and commercial content for clients and agencies across the globe. He’s passionate about juxtaposing cinematic form with current culture to tell rich, relatable stories.