Described as non-alcoholic beer with “less than 0.5% ABV”, the beer boasts three variants: Another Lager, Half Day Hazy and Quiet XPA.
“Teaming up with Heaps Normal is personal for me,” Williams said. “I saw what they were doing, creatively and culturally, when I was down in Australia, and I really wanted to get involved.
“I love the ethos of the Heaps brand and I’m excited for what we’re going to achieve together around the world.”
Creative energy
Founded in 2020 and led by CEO Andy Miller, brewer Ben Holdstock and pro surfer Jordy Smith, Heaps Normal claimed it has become known in Australia for its investment in supporting the live music industry and its B-Corp status.
Now, the brand has set its sights on the UK, having soft launched into the market in June this year. Heaps Normal’s products are now ranged in more than 170 pubs and retailers throughout the country.
“Heaps Normal isn’t just about non-alc beer – it’s about culture,” Miller said. “Robbie gets that. He’s been on his own journey and he brings an incredible creative energy that lines up with what we stand for as a brand.
“For a small, independent business, having Robbie advocating for us and spreading the Heaps Normal ethos to his community is wild. It’s a long way from the early days of Heaps Normal when we were getting laughed out of pubs, that’s for sure.”
Long-term commitment
Robbie first encountered Heaps Normal on a recent tour of Australia. He messaged the brand after discovering its approach to non-alcoholic beers and the relationship grew from there.
Earlier this year, Williams shared a video about his love for the brand. He plans to work with the Heaps Normal team on creative campaigns, cultural moments and new product ideas – all aimed at sparking more honest conversations about how and why we drink.
Williams’ investment in the business signals his long-term commitment to the brand’s vision and growth and comes amid the entertainer’s acclaimed world tour.
Heaps Normal’s core range – its award-winning Quiet XPA, Another Lager and Half Day Hazy – will be available in select bars, venues and online via Heaps Normal directly across the UK from this month (August).
