Not one to step away from the technical challenge and intricacies (aka blood, sweat, and tears) of brewing alcohol-free craft beer, Ben from Heaps Normal lifts the lid on just how he made the leap to create a taste that rival’s beer, without the hangover. After already successfully brewing beer-as-you-know-it for over a decade, the reason why the non-alcoholic beer venture began may surprise you.
HEAPS NORMAL STORY
The story behind one of Australia's best non alcoholic beer brands.
Heaps Normal, an Australian based company, was formed by four friends, all of whom had the same goal in mind, to cut back on the booze. A goal plenty of us strive to achieve.
Andy Miller, the company's CEO, had spent years working within the alcohol and beer industry and was ready for some kind of change. Peter Brennan, the Head of Brand, grew up around alcohol and adults who consumed it regularly, this was the norm for him. Ben Holdstock, Head Brewer, is great at his job having worked for some of Australia's most well-known craft beer companies. And last but not least, Jordy Smith, a Global Brand Ambassador and competitive surfer, has given up alcohol in his pursuit for a world title so he has always been searching for the perfect alternative. You can see all these men have the passion and drive to create an alcohol free beer that still tastes great (which is often hard to find). They worked hard over months and months and finally were able to launch their alcohol free beer company, Heaps Normal, and launched their very first product, you may have heard of it, the Quiet XPA.
The four friends have the same goal in mind, to normalise mindful drinking and believe they will achieve this goal by brewing beer that actually tastes good but contains absolutely no alcohol. Genius! We all know drinking can be fun but getting wasted can get old and honestly tiring, why not enjoy the night clear headed and challenge ourselves to tell better stories. Plus you can enjoy these beers while doing literally anything, driving a car, in a movie theater, in the park, anywhere! The convenience is unmatched.
Their story is built on the simple premise that there are some things in life that are simply too good to be wasted. Traditional alternatives to alcohol suck, whether it's meeting up with friends after work, or having a barbeque. Sugary soft drinks, tea, coffee, or water are the only alternatives in most pubs and restaurants in Australia. It isn't exactly a sophisticated replacement. Their first beer that passed the pub test took more than 6 months to create, with many failures in the process. This unique combination of their own formula, brewing method, and non-traditional yeast allowed the 4 to create a beer that doesn't sacrifice that great beer flavour. It's clear that Heaps Normal's main goal is to spread the message that you don't need alcohol to have a good time in Australian culture but you can still enjoy the same great taste.