Today, the idea of doctors prescribing alcohol to their patients seems absurd, so I decided to play on that craziness. I personified the beer brand with a fictional character named Dr. William Kilderkin. Soon after failing to sell his snake oil in the Wild West during the turn of the century, he decided to take up medicine because he still wanted to help people feel better somehow. After seeing how good beer made him feel, he decided it could help his patients as well. Many think he partakes in his own medications a bit too much, but he puts their concerns at ease when he says, “Trust me, I'm a doctor.”