Enter the quixotic world of novice vodka entrepreneurs, who despite their comic ineptitude win industry acclaim thanks to a highly unusual and provocative branding strategy. Following a bizarre apprenticeship in the art of writing with a reclusive and deranged disciple of a clandestine writing cult, Marcus Rein writes brilliant and irreverent stories on labels of Misery vodka, expressing disdain for life and promoting redemption through drinking Misery. But when it turns out that a TV anchor Marcus falls in love with has a dark secret, he unexpectedly finds himself in the crosshairs of the vengeful writing cult. Along the way, Marcus harnesses his writing prowess into an absurd spiritual awakening and becomes engulfed in alcohol induced messianic zeal.