Robbie Williams invests in alcohol-free beer brand
The Let me entertain you singer has bought into Australian 0% beer brand Heaps Normal, saying: “it’s personal for me.”
Teetotal Robbie Williams has joined Heaps Normal as its ‘creative collaborator’, having thrown money behind the brand, which is said to be Australia’s leading independent alcohol-free beer label.
According to Williams, who has been sober for more than 20 years, one of the reasons he chose to invest in Heaps Normal is that he wants to “back a new kind of normal”.
“Teaming up with Heaps Normal is personal for me,” said the Angels singer. “I saw what they [Heaps Normal] 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”.
Heaps Normal has already kicked off global expansion plans, having soft-launched in the UK in June, with its beers now stocked in more than 170 pubs and retailers throughout Great Britain.
Founded in 2020 by Andy Miller, Ben Holdstock and Jordy Smith, Heaps Normal has already achieved B-Corp status, and has become known for supporting the live music industry.
Creative energy
“Heaps Normal isn’t just about non-alc beer—it’s about culture,” said Andy Miller, co-founder and CEO. “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.”
Williams has been vocal about his drug and alcohol addiction, which saw him undergo several stints in rehab. In his four-part Netflix documentary he describes drinking a bottle of vodka a day before Take That rehearsals, and at one point embarking on “a six-day vodka and cocaine bender” in France, which he believes left him “hours away from death”.
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“I was in a state of disarray most of the time,” he said.
Williams reached out to Heaps Normal directly to explore a potential partnership after he discovered the brand during his recent tour of Australia (he performed in Sydney on New Year’s Eve 2024), and says “the relationship grew from there.”
Honest conversations
“For a small, independent business, having Robbie advocating for us and spreading the Heaps Normal ethos to his community is wild,” said Miller. “It’s a long way from the early days when we were getting laughed out of pubs, that’s for sure.”
According to Williams, he will be working with Heaps Normal on “creative campaigns and new product ideas – all aimed at sparking more honest conversations about how and why we drink.”
The team behind the brand claims to be “the weirdos redefining normal for the better and celebrating people who do the same. We also make drinks, but we don’t care how much or how little you’re drinking, unless it’s water (yuck).”
Heaps Normal’s core range includes Quiet XPA, Another Lager and Half Day Hazy products.
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