Heaps Normal

Heaps Normal co-founders. Source: supplied.

Stephanie Palmer-Derrien

The branding secrets behind booze-free beer business Heaps Normal

Stephanie Palmer-Derrien
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.

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