From left to right: Heaps Normal co-founders Jordy Smith, Andy Miller and Ben Holdstock.
Purpose Fest


We're normalising mindful drinking by brewing beer that tastes so good, you won't miss the alcohol. We’re not here to talk about being sober or hold that up as the end goal. Whether you’re taking a night off or ditching the booze for life, we reckon it’s time to talk about something more interesting...like the epic stuff you’re doing instead of getting wasted. Whether it’s burning the midnight oil or burning up the dancefloor, let’s challenge ourselves to tell better stories.


A designer, a brewer, a pro surfer and a ginger walk into a bar and order a round of alcohol-free beers. Sounds like the start of a joke, right? But when we began this Heaps Normal journey in 2018, we were laughed out of more than one bar for attempting just that.

Fortunately, we weren’t alone. The shift to a more mindful drinking experience had already kicked off on a global scale...led by a quiet riot of artists, athletes, entrepreneurs, parents and 24-hour party people. It turns out reducing our alcohol consumption doesn't have to mean being boring and doesn't always mean being sober.

We’re a dedicated non-alcoholic beer company, brewing beer without the hangover, so you can create your own epic new normal. Our story is based on the simple belief that there's things in life that are too good to be wasted.

Whether meeting a few mates after work, catching a gig or having a barbie, the traditional alternatives to alcohol suck. The options at most pubs, bars and restaurants in Australia are - sugary soft drinks, tea, coffee or water. Not exactly an inspiring night out.

Like most people who drink beer for the taste, a tasty non-alcoholic beer had completely evaded us, so we decided to make our own. It took us more than 6 months of trial brews and about as many failures to create our first AF beer that passed the pub test. In the process our Head Brewer, Ben Holdstock, completely redesigned the brewing process. It's this combination of our own unique recipe, brewing method and non-traditional yeast that's responsible for creating an alcohol-free beer that tastes as good as your regular craft brew.

Not content with relying on our own taste buds, we shared our first batch with a few of our favourite brewers, chefs and sommeliers, together with some local barflies at the pub. The response? "This is the best beer I've ever tasted...ever!”. We were thrilled.

Together we want to reduce the role of alcohol in our culture and share better stories, by turning up the volume on deliberate, inspired and creative acts and moments that make you feel alive.

We’d love you to join us on your own journey toward redefining what’s possible with a clear head.We don't believe alcohol is the enemy. We’re all on our own path and we’re not here to tell you what your normal is. Whether you’re sober for a night or for life, you’re part of a booze-conscious community, trading the standard drink for a new drink standard.

Whatever your story, cheers to the fact it’s heaps normal to expect a great tasting beer, without the downsides.

It’s nice to have you here.

Email us with your story. We'd love to hear from you.