Robbie Williams backs Heaps Normal as brand expands to UK

Australian non-alcoholic beer brand Heaps Normal has signed Robbie Williams as a creative collaborator and investor, with the partnership launching as the company accelerates its global expansion.

Founded in 2020 by Andy Miller, Ben Holdstock and Jordy Smith, Heaps Normal has become Australia’s leading independent non-alcoholic beer brand and is known for supporting the live music industry, backing more than 300 shows and tours. The company achieved B-Corp status in 2023.

Williams, who has been sober for more than 20 years, said his decision to invest was personal.

“Teaming up with Heaps Normal is personal for me. I saw what they were doing, creatively and culturally, when I was down in Australia, and I really wanted to get involved,” he said. “I love the ethos of the Heaps brand, and I’m excited for what we’re going to achieve together around the world.”

Heaps Normal soft-launched in the UK in June, with its core range - Quiet XPA, Another Lager and Half Day Hazy - now stocked in more than 170 pubs and retailers.

CEO and co-founder Andy Miller said Williams’ involvement aligns with the brand’s mission.

“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,” Miller said.

“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 when we were getting laughed out of pubs.”