Heaps Normal
Heaps Normal is an independent Australian non-alcoholic beer company producing <0.5% ABV craft beers (Quiet XPA, Another Lager, Half Day Hazy) sold via DTC e-commerce, on-premise wholesale to pubs across Australia and six international markets, and an owned cultural venue, targeting mindful-drinking consumers, hospitality venues, and the music industry.
- Company typePrivate
- Founded2018
- HeadquartersCanberra, Australia
- Headcount11–50
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Heaps Normal does
Heaps Normal Pty Ltd is an independent Australian non-alcoholic beer company founded in 2018 in Canberra by pro surfer Jordy Smith, beer-brander Andy Miller, and brewer Ben Holdstock, and launched to market in July 2020. The company produces a range of full-flavoured non-alcoholic beers (less than 0.5% ABV) using traditional brewing inputs (water, malt, hops, yeast) with no preservatives, including a core range of Quiet XPA, Another Lager, Half Day Hazy, Third IPA, and Jazz Stout, plus limited seasonal releases and a dedicated Original Draught for on-tap service. All products are low-gluten (below 200ppm) and vegan-certified, positioning the brand around mindful drinking, calorie reduction (63 calories per can for Quiet XPA), and inclusive social occasions.
Heaps Normal operates a multi-channel go-to-market combining direct-to-consumer e-commerce via heapsnormal.com (with a subscription service offering an 8.16% discount and free shipping over A$110), B2B wholesale to on-premise venues (pubs, bars, music venues across NSW, VIC, and QLD) and off-premise retail stockists, and international distribution through regional partners across six markets including the UK (James Clay, ~170 venues at 2025 launch), US (Mindful Distributors), Hong Kong, New Zealand, Singapore, and Fiji. Pricing is anchored at A$64.95 per 24-can case with subscription at A$59.65, alongside revenue from branded merchandise, vinyl records through Heaps Normal Records (100% of profits to artists), and the owned Heaps Normal Health Club venue in Marrickville, NSW.
The company's strategic positioning is purpose-driven rather than purely transactional: it is B Corp certified, a member of 1% for the Planet, and has built a community ecosystem around live music, including over 300 supported shows and tours, the Normal People documentary film series, the Normal Friends ambassador program, and a creative collaboration with Robbie Williams (announced August 2025) to support global expansion and sobriety awareness. Total disclosed equity funding is approximately A$7.37M across 2020-2021 rounds from Flying Fox Ventures, Archangel Ventures, TEN13, and Startmate, supplemented by an Austrade EMDG export grant in 2024. The business serves mindful-drinking consumers, hospitality venues seeking differentiated non-alcoholic offerings, and the music and live-event ecosystem as cross-reinforcing customer segments.
Heaps Normal firmographics
Firmographics- Name
- Heaps Normal
- Legal name
- Heaps Normal Pty Ltd
- Website
- https://heapsnormal.com
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Heaps Normal is an independent Australian non-alcoholic beer company producing <0.5% ABV craft beers (Quiet XPA, Another Lager, Half Day Hazy) sold via DTC e-commerce, on-premise wholesale to pubs across Australia and six international markets, and an owned cultural venue, targeting mindful-drinking consumers, hospitality venues, and the music industry.
- Ownership category
- akta.pro rank
Heaps Normal industry classification
Industry- Product category
- Non-Alcoholic Beer
- NAICS
- Breweries (31212), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks) (CRADAHAB)
- akta.pro secondary industry
- Non-Alcoholic Craft Beverage Bars (Mocktail/Zero-Proof Bars) (THAFAKAF)
Keywords
Where Heaps Normal is headquartered
LocationHeadquarters
- HQ city
- Canberra
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
Heaps Normal business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-Commerce: Online sales of beer cases and merchandise via heapsnormal.com. Beer cases (24x375ml cans) sold at $64.95 per case. Subscription model offers 8.16% discount ($59.65 per case). Merchandise includes apparel, accessories, and vinyl records. Ships Australia-wide.
- B2B Wholesale to Pubs and Retailers: Wholesale distribution of beer to on-premise venues (pubs, bars, music venues) and off-premise retailers. The Original Draught is available on tap at venues across NSW, VIC, and QLD. UK expansion targeting approximately 170 pubs and retailers.
- Heaps Normal Records & Merchandise: Music-focused revenue stream including limited-edition vinyl releases (JUPiTA iO. vinyl at $60, Bridge Troll 7" at $30, I Really Like Beer LP at $100), artist collaboration merchandise, and venue collaboration apparel. Heaps Normal Records is a purpose-driven initiative where 100% of profits go directly to artists.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Beer Case - One Time Purchase |
| Subscription | Monthly | Beer Case - Subscribe & Save |
| Unit Pricing | Pay-as-you-go | Mixed Case |
| Unit Pricing | Pay-as-you-go | Apparel - T-Shirts |
| Unit Pricing | Pay-as-you-go | Apparel - Hoodies |
| Unit Pricing | Pay-as-you-go | Accessories - Headwear |
| Unit Pricing | Pay-as-you-go | Heaps Normal Records Vinyl Releases |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels9 records
Heaps Normal product offering
Product offeringCore offering
Heaps Normal brews and sells a range of independent, full-flavoured non-alcoholic beers (less than 0.5% ABV) using traditional water, malt, hops and yeast ingredients, with low-gluten, vegan, and preservative-free specifications. The portfolio spans core range (Quiet XPA, Another Lager, Half Day Hazy, Third IPA, Jazz Stout) and limited releases, sold direct-to-consumer via heapsnormal.com (including a Subscribe & Save subscription) and wholesale to Australian and international pubs, retailers, and on-tap venues, alongside a cultural venue (Health Club), a music label (Heaps Normal Records), and branded merchandise.
Product overview
Heaps Normal is an independent, Australian-owned non-alcoholic beer company on a mission to redefine the way we play. The product portfolio centers on a core range of non-alcoholic beers including Quiet XPA (Extra Pale Ale with tropical/citrus notes), Another Lager (classic Australian-style lager), Half Day Hazy (fruity pale ale), Third IPA (West Coast IPA), and Jazz Stout (currently sold out). Limited and seasonal releases include Fling Fresh Orange Sour, Cheeky IPA, Tough Stuff Shandy, and Coffee Run Stout. The company also offers an Original Draught specifically for on-tap pub service. Beyond beer, Heaps Normal operates the Health Club venue in Marrickville (a cultural venue, bar and dancehall), runs Heaps Normal Records (a music initiative releasing vinyl records with 100% of profits to artists), and sells branded merchandise including apparel and accessories. A subscription service provides recurring deliveries with discount and free shipping benefits. The brand positions itself as purpose-driven, celebrating moderation and mindful drinking while maintaining the social culture of beer.
Differentiator
Problem solved
Functional benefit
Products and services
- Quiet XPA Core non-alcoholic Extra Pale Ale with tropical and citrus aroma, balanced bitterness, and subtle malt sweetness. Less than 0.5% ABV, low gluten (56 ppm), unfiltered, vegan, preservative-free. Sold as 24 x 375ml cans for individual consumers via heapsnormal.com and to hospitality venues via wholesale.
- Another Lager Classic Australian-style non-alcoholic lager with a crisp lager experience without alcohol. Less than 0.5% ABV, low gluten (zero detected gluten), vegan, preservative-free, sold as 24 x 375ml cans. AIBA Gold 2023, L.A. Spirit Awards Gold 2024, World Beer Awards Silver 2023.
- Half Day Hazy Fruity hazy pale ale positioned as 'tropical sunshine in a can.' Low gluten (29 ppm), 24 x 375ml cans, less than 0.5% ABV. Indies Gold 2024, AIBA Silver 2024, RAS Gold 2024, World Alcohol Free Awards Bronze 2025.
- Third IPA West Coast IPA with pine-punch, amber allure, and a refreshingly dry crisp finish. Low gluten (14 ppm), 24 x 375ml cans, less than 0.5% ABV, vegan, preservative-free. Listed in Man of Many's Top 100 products of 2025.
- Jazz Stout Rich malt non-alcoholic stout with roasted barley, coffee and cocoa notes from rolled oats. Currently sold out from direct sales but available at selected stockists. Super-limited release.
- Fling Fresh Orange Sour Limited-edition citrus-forward non-alcoholic sour featuring blood orange and fresh thyme with balanced acidity. Bright, bold summer-oriented beer in 24 x 375ml cans.
- Cheeky IPA 2024 limited-edition non-alcoholic IPA. Sold out from heapsnormal.com but may be available at select stockists.
- Tough Stuff Shandy 2023 limited-edition non-alcoholic shandy-style release. Sold out from heapsnormal.com but may be available at select stockists.
- Coffee Run Stout Coffee-infused non-alcoholic stout limited release, sold in 24-can cases.
- Mixed Case Pre-curated selection of all three core range beers: 2 x 4-pack Quiet XPA, 2 x 4-pack Another Lager, 2 x 4-pack Half Day Hazy. AUD $69.66. Available online only.
- Original Draught Non-alcoholic draught beer specifically formatted for on-tap pouring at pubs and venues. Clean, crisp classic Aussie tap beer designed for the pub experience. Now pouring at venues across NSW, VIC, and QLD.
- Health Club Venue Cultural venue, bar, and dancehall at 2/10 Brompton Street, Marrickville NSW 2204. Hosts live music, food events, art, screenings, talks, and cultural happenings. Features world-class JBL/Klipsch sound system, capacity up to 300 guests, open Thursday-Sunday with Happy Hour 4-6pm. Available for private event hire.
- JUPiTA 'iO.' Vinyl Limited-edition clear 12-inch vinyl featuring select tracks from JUPiTA's debut album 'iO.' with original artwork by JUPiTA. AUD $60. Second Heaps Normal Records release. 100% of profits go directly to the artist.
- Bridge Troll 7-inch Vinyl Limited-edition 7-inch vinyl record released through Heaps Normal Records. AUD $30. Part of the music and merchandise offerings supporting artists.
- I Really Like Beer LP Limited-edition innovative vinyl record with a can of Heaps Normal Another Lager literally inside the record. AUD $100. 100% of profits go to the artist.
- Heaps Normal Merchandise Range of branded merchandise including Norm Tee (AUD $40, 100% recycled cotton), Jazzzz Long Sleeve Tee (AUD $69), Too Good To Be Wasted Long Sleeve Tee (AUD $59), Norm Hoodie (AUD $89, recycled material), The Patch Cap (AUD $35), Heaps Sheezy Hat (AUD $55), tote bags, socks, and artist/venue collaboration pieces.
Quantifiable outcome
- Over 300 shows and tours supported since founding
- +2 more outcomes
Companies that use Heaps Normal
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles4 records
Heaps Normal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature2 records
Heaps Normal partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- JUPiTAcoreNaarm-based producer, songwriter and performer JUPiTA is the subject of Heaps Normal Records' second vinyl release — a limited-edition clear 12" vinyl featuring select tracks from her debut album 'iO.' with original artwork by JUPiTA. 100% of profits from this release go directly to the artist. Heaps Normal Records was established to give back to the music industry.
- James Clay (UK)coreJames Clay is Heaps Normal's UK distribution partner. The partnership enabled the brand's UK market launch in August 2025, targeting approximately 170 pubs and retailers with the core beer range.
- Mindful Distributors (US)coreMindful Distributors is Heaps Normal's US distribution partner, enabling availability of Heaps Normal products in the United States market.
- Black Type (Hong Kong)minorBlack Type is Heaps Normal's Hong Kong distribution partner, enabling product availability in the Hong Kong market.
- Mineral (New Zealand)minorMineral is Heaps Normal's New Zealand distribution partner, enabling product availability across NZ.
- PlanB (Singapore)minorPlanB is Heaps Normal's Singapore distribution partner. Contact: [email protected] for enquiries.
- Victoria Wines (Fiji)minorVictoria Wines is Heaps Normal's Fiji distribution partner, enabling product availability in the Fijian market.
- B CorpcoreHeaps Normal is a certified B Corporation, meaning it has been verified to meet high standards of social and environmental performance, transparency, and accountability. Displayed on website footer alongside 1% for the Planet membership.
- 1% for the PlanetminorHeaps Normal is a member of 1% for the Planet, committing to donating 1% of annual sales to environmental causes. Displayed on website footer alongside B Corp certification.
Scale indicators5 records
Recent moves9 records
Expansion highlights6 records
Heaps Normal competitors and assessment
Company assessmentBroad incumbents
- BrewDog: Scottish craft brewer with a non-alcoholic range (Nanny State, Elvis AF, Hazy AF). Broad incumbent offering overlapping low/no-alcohol SKUs globally, with the trade relationships and marketing scale to compete across Heaps Normal's markets.
- Heineken 0.0: The non-alcoholic line of Heineken, one of the world's largest brewers. Represents the broad incumbent competitive threat with massive marketing budgets and existing global distribution that Heaps Normal must contend with on shelf and tap.
- Clausthaler: German pioneer of non-alcoholic beer (under the Radeberger Gruppe). Operates as a broad incumbent with mass-market non-alcoholic beer distribution across Europe and globally, representing a scaled competitor that Heaps Normal must differentiate against on craft credentials.
- Carlton & United Breweries (CUB): Australia's largest brewer (owner of Carlton Draught, VB, Great Northern, and Carlton Zero non-alcoholic). The dominant Australian incumbent with the deepest pub and retail relationships that Heaps Normal must displace to grow on-premise draught share domestically.
Direct peers
- Partake Brewing: Canadian craft non-alcoholic brewery with a multi-SKU range (IPA, lager, pale ale, stout) below 0.5% ABV. Comparable to Heaps Normal as an independent craft non-alc brand pursuing international expansion and on-premise placement.
- Big Drop Brewing Co: UK-based craft non-alcoholic brewery producing a wide range of styles (IPA, lager, stout, sour) below 0.5% ABV. Direct competitor in the UK market where Heaps Normal launched in 2025 via James Clay, with overlapping on-premise and retail distribution strategies.
- Athletic Brewing Company: The largest independent non-alcoholic craft beer company in the United States. Athletic Brewing is the most direct peer to Heaps Normal, sharing the same focus on full-flavoured non-alcoholic beer brewed with traditional methods, distributed through DTC, wholesale, and on-premise channels, and built around an active lifestyle brand.
Emerging players
- Nirvana Brewery: UK craft non-alcoholic brewery focused on traditional styles below 0.5% ABV. Comparable emerging player with similar size and product philosophy, competing directly in UK on-premise channels where Heaps Normal recently launched.
- Wellbeing Brewing Company: US craft non-alcoholic brewery positioned around mindful drinking and recovery community. Adjacent emerging player sharing Heaps Normal's purpose-driven brand ethos and craft non-alcoholic portfolio, though with stronger ties to the sober-curious movement.
- Surreal Brewing Company: US-based craft non-alcoholic brewery offering a diverse range of styles (IPA, lager, porter, seltzers). Comparable emerging player with similar craft positioning, multi-SKU strategy, and DTC plus wholesale distribution model.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Heaps Normal social profiles
Digital presenceHeaps Normal compliance and trust
Trust signalCompliance4 records
Heaps Normal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Heaps Normal leadership team
Management profileNumber of profiles
Profiles7 records
Heaps Normal funding detail
Funding detailFunding overview
Funding rounds4 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Heaps Normal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Heaps Normal
What does Heaps Normal do?
Heaps Normal brews and sells a range of independent, full-flavoured non-alcoholic beers (less than 0.5% ABV) using traditional water, malt, hops and yeast ingredients, with low-gluten, vegan, and preservative-free specifications. The portfolio spans core range (Quiet XPA, Another Lager, Half Day Hazy, Third IPA, Jazz Stout) and limited releases, sold direct-to-consumer via heapsnormal.com (including a Subscribe & Save subscription) and wholesale to Australian and international pubs, retailers, and on-tap venues, alongside a cultural venue (Health Club), a music label (Heaps Normal Records), and branded merchandise.
Is Heaps Normal a public or private company?
Heaps Normal is a private company. It is classified as venture growth investor backed and is currently operating.
When was Heaps Normal founded?
Heaps Normal was founded in 2018. It employs 11 to 50 people.
Where is Heaps Normal based?
Heaps Normal is headquartered in Canberra, Australia, in the Oceania region.
How does Heaps Normal make money?
Three revenue lines are on record. Direct-to-Consumer E-Commerce is the primary driver. The others are B2B Wholesale to Pubs and Retailers and heaps Normal Records & Merchandise.
Who are Heaps Normal's main competitors?
Broad incumbents on record are BrewDog, Heineken 0.0, Clausthaler and Carlton & United Breweries (CUB). Direct peers are Partake Brewing, Big Drop Brewing Co and Athletic Brewing Company. Emerging players are Nirvana Brewery, Wellbeing Brewing Company and Surreal Brewing Company.
Does Heaps Normal have an API?
No public API is recorded for Heaps Normal.
What industry is Heaps Normal in?
Heaps Normal's product category is Non-Alcoholic Beer. Its primary akta.pro industry code is CRADAHAB, Non-Carbonated Soft Drinks (Juice Drinks, Lemonades, Fruit Drinks), with a secondary code of THAFAKAF, Non-Alcoholic Craft Beverage Bars (Mocktail/Zero-Proof Bars). Its NAICS code is 31212 and its SIC code is 2080.