“Beer doesn’t have to mean alcohol. Beer doesn’t have to mean getting wasted,” Miller says.
The origin story of alcohol-free start-up Heaps Normal begins, ironically, over a round of beers.
Two and a half years later, the quartet has grown to a team of 20 that Miller oversees from his new base in Bangkok, Thailand. The company is still young, yet it has catapulted into a $57.5 million business with over 2,000 wholesale customers. It is now part of aprojected to grow by 31 per cent by 2024, according to data from beverage alcohol market research group IWSR.
The name Heaps Normal points to this mission of normalising drinking without getting drunk in the very social contexts where having a good time entails having a cold one in hand. “All those activities you’d normally associate with alcohol … music, going to the pub, watching a sporting match with friends … we saw the opportunity to create a brand that we were proud to take to a barbeque or a standard gig.
They didn’t tell them it was non-alcoholic. Many thought they were tasting a mid- or full-strength beer. About one in ten guessed the truth.“That’s one of the most exciting, rewarding moments, watching people’s jaws hit the floor,” Miller says.
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