Heisenberg is a German beer with a full body and a strong malt flavor. It is a dark lager with a hint of sweetness and a very clear golden color. The company was founded in 1889 and is brewed in the town of Heidhausen, Germany. It has been made famous by being mentioned in Breaking Bad, which is based in Albuquerque, New Mexico. This television show follows the story of Walter White, who begins producing crystal meth to provide for his family after being diagnosed with terminal lung cancer. In the show he is introduced to Heisenberg beer by Gustavo Fring, a drug kingpin who wants to be identified as Heisenberg in order to identify himself as a criminal rather than a mere drug dealer. Gustavo tells Walt that Heisenberg is "the finest export from Germany," and Walt uses this idea to market his product. In Breaking Bad, Gustavo Fring comes up with the idea that they should sell the Heisenberg beer with Walter White's face on it in order to make him more marketable. Walter eventually comes up with the idea for "Blue Sky," a blue crystal meth, which would also be marketed under the brand name. This novel idea makes Gustavo nervous and he tries to stop Walter from making it, but by then it's too late and Blue Sky goes on to become one of the most recognizable brand names on the show.