"In 1886, the great-great uncle of one of the Milwaukee Ale House owners was struck in the head by a beer mug during a bar fight. He died a few days later and his assailant was acquitted. Just a made-up story to sell a new beer, right? Not so," said Mike Holicek. "They actually created Louie's Demise as a belated tribute. Having never met his distant uncle, our client had no qualms about using humor to deliver the message. Another ad featured the headline: It wasn't hitting the bottle that killed Uncle Louie. It was the bottle hitting him."