heaps-normal-dry-july
Strategy
Stephanie Palmer-Derrien

The branding secrets behind booze-free beer business Heaps Normal

Authors
Stephanie Palmer-Derrien
Branding, Dry July
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.

Chief executive Andy Miller had worked in the beer industry for years, and founded the business along with three buddies: brewer Ben Holdstock, branding whizz Peter Brennan and pro surfer Jordy Smith, who ditched booze as part of his bid to win a world title.

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