Similarly to other works in his oeuvre, specifically Rheingold, Piels is a contemporary recreation of a once celebrated regional beer advertising visual. Founded in 1883 by the German American Piels brothers (like the Rheingold boys), Piels is a regional lager beer which is brewed in Brooklyn, New York. The company is noted for their regional appeal and their successful television and radio campaigns in the 1950s when the Young & Rubicam advertising agency created Bert and Harry Piel (the fictitious animated brewery founders). Ryan’s work includes their stylised logo and crown which was used to advertise the light lager. The Piels brand has a long entrenched history in New York and has a connection with locals, a family-style tone that Ryan in many way embodies in his own local artistic practice.