Skip to main content Age Check


For Immediate Release Contact: Julie Birrenkott 715-254-0520 Email:


Apocalyptic short film adds to aura of Point brand inspired by ancient Mayan calendar mystery

YouTube Link:

STEVENS POINT, WIS. (May 24, 2012) – A provocative new branded short film starring Point 2012 Black Ale is captivating online viewers across the country.

Visually iconic and emotionally charged, “The End or The Beginning” depicts two young lovers struggling toward each other amid angry demonstrators, menacing police and mysterious masked onlookers. Overlooking the chaotic street scene as asteroids crash into buildings is a fire-breathing Mayan chieftain, apt symbolism for Point 2012 Black Ale, a robust dark ale inspired by the ancient Mayan “Long Count” calendar that ends ominously on December 21, 2012, prompting various doomsday predictions. Navigating the chaos, the young couple meets in a romantic embrace featuring Point 2012 Black Ale.

Created and produced by Rascals & Rogues, a Chicago-based production company, “The End or The Beginning” has fascinated thousands of viewers since its May 17 debut on Shot in downtown Chicago’s LaSalle Street financial district on a cold winter day, the apocalyptic vignette showcases Rascals & Rogues creativity and technological expertise.

“Kudos to Director Kerry Shaw Brown and Executive Producer Ritch Wedeking and everyone at Rascals & Rogues for their expert execution of this edgy visual adventure,” said Joe Martino, Stevens Point Brewery Managing Partner. “2012 Black Ale continues to intrigue ale lovers and recently won a silver medal in the World Beer Cup. ‘The End or The Beginning’ will surely deepen its aura of mystery — it takes the brand’s identity to a new level.”

According to Brown, the apocalyptic theme is a natural fit with Point 2012 Black Ale’s branding. “We love the unique character of the brand and really wanted to create something very cinematic to capture its soul.” He said. “Seriously, if the world is about to wind down, it’s the kind of ale you want to have in your hand and ‘The End or The Beginning’ makes that point perfectly clear.”

As online views of “The End or The Beginning” pile up at, and, Stevens Point Brewery’s marketers are considering additional outlets for the film. “It would be perfect for movie theaters, for example,” Martino noted.

About Rascals & Rogues
Rascals & Rogues is a creative partnership lead by Wedeking and Brown, who develop and produce film, TV, commercial, Web and corporate content for marketers worldwide. Based in Chicago, Rascals & Rogues works physically as well as virtually for clients and has production partners in Los Angeles, London and Shanghai. In addition to Stevens Point Brewery, clients include Hewlett Packard, Acura, Victory, Nasa, Makers Mark, and Culvers.

In addition to Brown and Wedeking, production credits for “The End or The Beginning” include: Director of Photography – Tony Arendt
Finishing and Visual FX – Cutters, Sol Design FX and Ringside Creative
Audio Mix and Sound Design – Another Country
Music Score – JSM Music

The Stevens Point Brewery
Stevens Point Brewery, founded in 1857, uses only the highest-grade barley malts, specialty malts, grains and the choicest hops to brew their handcrafted beers, including flagship Point Special Lager, which won the gold medal in the American Premium Lager category at the 2003 Great American Beer Festival.

In addition to Point 2012 Black Ale, Point’s year-round specialty beers include Point Belgian White, a Belgian-style wheat ale flavored with orange peel and coriander; Point Burly Brown American Brown Ale, an American-style brown ale; Point Cascade Pale Ale, a hoppy American-style pale ale brewed with Cascade hops from the Yakima Valley; Point Amber Classic, an American-style amber lager; and Point Drop Dead Blonde Ale, a golden ale.

Seasonal specialty brands include Point Nude Beach Summer Wheat, an award-winning unfiltered wheat ale; Point Oktoberfest, a Bavarian-style Märzen beer for the fall; Point St. Benedict’s Winter Ale, a dark, abbey-style ale available from November through February; and Point Three Kings Ale, a Kölsch-style beer, for the spring.
Point’s specialty beers also include the Whole Hog Limited Edition Brewmaster’s Series, “big beers” that represent the epitome of the brewmaster’s art, including year-round Whole Hog Six-Hop India Pale Ale, and seasonal offerings, Whole Hog Barley Wine-Style Ale, Whole Hog Raspberry Saison, Whole Hog Russian Imperial Stout and Whole Hog Pumpkin Ale.
Gourmet soft drinks from the Stevens Point Brewery include Point Premium Root Beer, Point Premium Diet Root Beer, Point Premium Orange Cream, Point Premium Vanilla Cream and Point Premium Black Cherry Cream Soda.

For more information about the Stevens Point Brewery, visit or call 1-800-369-4911. Tours of the brewery are available, with schedules listed on the web site.

Time for a Beer Run! Place an order for curbside pick-up, available Monday-Friday 9AM-5PM, and Saturday 10AM-5PM.
This is default text for notification bar