Heisler beer in New Girl

In the fifth episode of American sitcom New Girl I spotted that several characters drinking beer. After watching the episode for the second time I’ve realized that it was Heisler beer.

Heisler beer is a fictional brand of beer that could be also seen in another American sitcom Happy Endings. In Happy Endings the characters were drinking that beer in almost every episode. Heisler beer is a prop that is used instead of some real brand of beer. It’s produced by the Studio Graphics division of ISS and The Earl Hayes Press.

Heisler beer in New Girl (2011, Fox, screen capture)

I have to repeat my opinion about fictional brand that I’ve written in the blog post Product placement in Happy Endings – Season 1 recap: instead of drinking Heisler beer the characters should drink a proper brand of beer or some other type of beverage. Using fictional brands in the product placement era is a bit unusual and represents a lost opportunity.

You can see more examples of Heisler beer from New Girl on Brands&Films Google+ page.

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  1. If they want to resell the series into other markets – wouldn’t a paid placement of alcohol be a problem?

    Many countries have strict rules about the advertising of alcohol on TV … and once it is a paid placement then it can be counted as an advertisement under some systems.

    It seems like a sensible choice by the producers – not putting up obstacles to sales in secondary markets.


  2. That’s an interesting and important issue, however there is a possibility that something could’ve been done with non-alcoholic beverages.

  3. They do drink Metropolitan Beer a little bit-I have seen Krankshaft and Iron Works, but it is only Brad who drinks these. I am still puzzled over a couple labels I have seen but I will figure them out sooner or later.

  4. they are legit missing out on advertising here. i wanted to find out what kind of beer they have on the show and drink it. here i am. broken hearted.

  5. Ive noticed this brand being drank by characters on Hart of Dixie as well