Is Heaps Normal heaps normal yet? That’s a question we posed to Andy Miller, the beer-branding wunderkind who co-founded the fast-growing, Sydney-based non-alcoholic beer brand.

While it’s a staple in pubs, bottle-Os and supermarkets now, it’s easy to forget that Heaps Normal only brewed into existence during the first COVID lockdown in 2020. As the CEO and co-founder, Andy brought the marketing nous needed to successfully launch a challenger brand, previously managing marketing at craft beer company Young Henrys.

Together with a brewer and pro surfer, Andy created a booze-free brand that even full-strength beer drinkers don’t hate. It turns out there’s a few secrets to that success – and challenges as well. Andy Miller cracks opens a can and gives us a heaps awesome insight on First Act.

Key topics

Heaps Normal origin story

• Andy Miller’s career background in strategy, communication, and marketing
• Andy’s childhood career goals and transition to the marketing and media industry
• Origin story and success of Heaps Normal

Early challenges and success

• Early supporters of Heaps Normal’s product
• Capital funding and participation in the Startmate tech accelerator program
• Transition to full-time investment in Heaps Normal
• Challenges in scaling and running the business as it grew rapidly
• Importance of focus and simplicity in business

Rise of non-drinking culture

• Heaps Normal’s impact on changing drinking culture and consumer behaviour
• Creation of non-alcoholic drink option as a response to alcohol-centric gatherings
• The health element as a driving force for creating non-alcoholic beverage options
• Trend towards non-alcoholic beverages during lockdown

Brand storytelling

• Andy Miller’s early career experience in marketing and storytelling
• Importance of genuine and entertaining content based on true beliefs and opinions in marketing
• Work with Greenpeace on environmental storytelling and campaigns
• Challenges in maintaining creativity and motivation in the workplace
• Importance of creativity and culturally relevant branding in building a successful beer company
• Genesis of the idea for Heaps Normal during Andy’s time at Young Henry’s

Impact of Heaps Normal

• Heaps Normal becoming a B Corp and donating revenue to social and environmental causes
• Emphasis on the emotional connection people have with a brand’s purpose and mission
• Positive shift in consumer behaviour towards non-alcoholic beverages
• Changing drinking culture and promoting a healthy lifestyle through non-alcoholic options