Popstar Robbie Williams has become an investor in Australian non-alcoholic beer brand Heaps Normal, ahead of its rollout in the UK later this month.
The Angels singer has joined Heaps Normal as a “creative collaborator and investor”. The exact sum invested and equity received by Williams was not disclosed.
Williams discovered Heaps Normal on a recent tour to Australia and reached out on social media to learn more, according to the brand.
In his new role, he would assist with “creative campaigns, cultural moments, and new product ideas – all aimed at sparking more honest conversations about how and why we drink”, it said.
“Teaming up with Heaps Normal is personal for me,” Williams said. “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.”
Heaps Normal was launched in 2020 by punk promoter Andy Miller, brewer Ben Holdstock and pro surfer Jordy Smith, and claims to be “Australia’s leading independent non-alcoholic beer brand”.
It soft-launched in the UK in June and its beers – which include Quiet XPA, Another Lager and Half Day Hazy – are currently stocked in 170 pubs and retailers ahead of a wider rollout from this month.
The brand is B Corp certified and is vocal in its support for the music industry, having launched its own record label last November to support emerging artists.
“Heaps Normal isn’t just about non-alcoholic beer – it’s about culture,” said Miller. “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 as a brand.
“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!”
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