Australian non-alcoholic beer brand Heaps Normal has received investment from English singer Robbie Williams, as it makes its debut in the UK.
Financial details of the cash injection were not disclosed.
Just Drinks has asked for confirmation on the size of the stake Williams has invested as well as the current majority shareholders of Heaps Normal.
Set up in 2020 by Andy Miller, Ben Holdstock and Jordy Smith, Heaps Normal’s range of alcohol-free brews includes the brands Another Lager, Jazz Stout and Third IPA. Its products are made in Australia.
The business already “soft-launched” in the UK in June, according to a joint statement from Williams and Heaps Normal, with its products now available in over 170 pubs and retailers in the country.
Heaps Normal plans to now roll out its “core range” Quiet XPA, Another Lager and Half Day Hazy brands across the UK in “select bars, venues” and through its website from this month.
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By GlobalDataThe group already sells the beers in on- and off-trade locations throughout Australia and New Zealand. Its products are also available in California in the US.
When asked whether Heaps Normal would look to expand into any new markets with Williams’ investment, both parties said the business was focused on the UK for the moment.
Commenting on the investment, Heaps Normal co-founder and CEO Andy 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 of Heaps Normal when we were getting laughed out of pubs, that’s for sure!”.
In addition to his investment, Williams will also work alongside the Heaps Normal team to develop creative campaigns and new product ideas.
“Teaming up with Heaps Normal is personal for me,” added Williams. “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 brand, and I’m excited for what we’re going to achieve together around the world.”
