MARSHALL, MI –William 'Wacky' Morse, co-owner of Dark Horse Brewing Co. with his son Aaron Morse, died on Wednesday, Aug. 27, according to his obituary on the Craig K. Kempf Funeral Home website.

Morse, 68, was recently featured on The History Channel's reality T.V. Show on the day-to-day operations of the Marshall brewery, "Dark Horse Nation".

"The brewing company began humbly behind Bill's party store, Wacky Willy's. It might be Aaron's place now, but that doesn't stop Wacky from bossing everyone around," Morse's bio reads on the show's website.

Related: Watch 'Dark Horse Nation: Beers on Parade' featuring William 'Wacky' Morse

A long-time business owner, Morse got his nickname when a former Marshall business owner called him "wacky" for buying back a party store he had sold years earlier, according to a report from the Ad-visor & Chronicle. Morse owned and operated Wacky Willy's Party Store, now the site of Dark Horse Brewing Co., for more than three decades, according to the report.

The Morse family also suffered a loss less than two-weeks ago when Hongyu (Wang) Boley – Aaron Morses' sister-in-law, died Monday, Aug. 18, from injuries she suffered after being struck by a car.

A visitation for Bill Morse is planned from 3 -6 p.m. Monday, Sept. 1, at Kempf Funeral Home, Marshall Chapel, 723 U.S. 27 North.

Funeral services are set for 2 p.m. Tuesday, Sept. 2 at the funeral home, followed by a gathering at Dark Horse Brewing Co., 511 S. Kalamazoo Ave., where the family has invited "everyone to raise a pint or a root beer to celebrate the life of Bill!" according to Morse's obituary.

The family asks memorial contributions be made to the Humane Society of South Central Michigan.

Theresa Ghiloni is a public safety reporter at the Jackson Citizen Patriot. Contact her at tghiloni@mlive.com. Follow her on Twitter.