Heaps Normal

Heaps Normal co-founders. Source: supplied.

Strategy
Stephanie Palmer-Derrien

The branding secrets behind booze-free beer business Heaps Normal

Authors
Stephanie Palmer-Derrien
Branding
7 minute Read

In the simplest terms, Heaps Normal is an alcohol-free beer brand.

It launched last year with its Quiet XPA product — which has alcohol volume of 0.5% — and has recently unveiled its new Isol-Aid Haze IPA, in collaboration with Melbourne bottleshop chain Blackhearts & Sparrows and online music festival Isol-Aid.

But take one look at the ads, the social presence and the community that rallies around this business, and it’s clear this is more than another option for designated drivers.

Become a SmartCompany Plus subscriber to keep reading

Get your first 30 days FREE with the promocode 30FREE
Subscribe now
Already a Plus member?

By submitting to this form, you agree to SmartCompany Plus’ terms and conditions.