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.