Global music star Robbie Williams has joined Heaps Normal as both a creative collaborator and investor, marking a new chapter for the brand as expands its global reach.
Founded in 2020, Heaps Normal is Australia’s leading independent non-alcoholic beer brand and has set its sights on the UK market, having soft-launched there in June.
Williams’ partnership is based on a shared belief in doing things differently and backing a new kind of normal – one that means having a good time without the alcohol.
He said teaming up with Heaps Normal has been a personal experience for him. The musician first encountered Heaps Normal on a recent tour of Australia and direct messaged the brand after discovering its approach to non-alcoholic beers, and the relationship grew from there.
“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 [Normal] brand, and I’m excited for what we’re going to achieve together around the world,” said Williams.
Heaps Normal’s Chief Brand Officer, Tim Snape, said the team were incredibly excited to welcome Williams on board.
“We were so excited Rob was a genuine fan. It’s not exactly a normal workday when you get a DM from Robbie Williams telling you he loves your beers and your whole brand,” he told The Shout‘s sister title Beer & Brewer.
Led by co-founder and CEO Andy Miller, brewer Ben Holdstock and pro surfer Jordy Smith, Heaps Normal has championed the message that some things in life are too good to be wasted.
The brand is known in Australia for its investment in supporting the live music industry, its B Corp status, and its cult brews that have helped redefine drinking culture in a country known for its deep-rooted connection to alcohol.
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.
Snape said Williams’ role will be to work with the team on creative campaigns, cultural moments, and new product ideas.
“We can’t share anything else just yet, but everything we do together will be aimed at sparking more honest conversations about how and why we drink. Robbie is a genuine collaborator and creative force. It’s really early days, but we are excited to see where our partnership might take us.
He added: “For me Robbie is a true original and embodies the ethos of being unafraid to play your own way. I’d like to think that’s reflective of a wider cultural shift – both in drinking and beyond, that makes room for many different types of ‘normal’.
Miller also emphasised the important role Williams’ will play in championing the brand’s culture.
“Heaps Normal isn’t just about non-alc beer—it’s about culture. 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.”
A big part of the partnership is the brand’s transition into more mature zero-alcohol markets around the world, which Snape said will be made easier with Williams’ support.
“We’re now in over 170 venues and retailers, and we expect this to grow considerably with the awareness firepower of Robbie. The UK non-alc market is more mature than Australia’s was when we launched, which puts us in a different landscape. Ours are some of the most award-winning non-alc beers in the world, so we’re excited to see how UK consumers rate them,” he added.
Looking ahead, Snape said Heaps Normal will continue to build on its well laid foundations.
“We’re focused on continuing to grow our presence in existing and new markets such as the UK and US, developing our music program through initiatives such as our recently launched Heaps Normal Sound System, and doubling down on investing in telling better stories.”
Heaps Normal’s core range – 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.