Robbie Williams has joined Australian non-alcoholic beer brand Heaps Normal as a creative collaborator and investor as it launches in the UK. 

Australia’s leading independent non-alcoholic beer brand was founded in 2020 by punk promoter Andy Miller, brewer Ben Holdstock and surfer Jordy Smith. 

Since then, the brand has garnered a reputation for investing in and supporting the live music industry through both donations and partnerships. This has included backing over 300 shows and tours. 

Supported by Williams, the brand is now launching in the UK in approximately 170 pubs and retailers. 

The brand is launching its core range, which includes its Quiet XPA, Another Lager and Half Day Hazy. 

On partnering with the brand, Williams said: “Teaming up with Heaps Normal is personal for me. 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.” 

Miller, co-founder and CEO, added: “Heaps Normal isn’t just about non-alc beer – it’s about culture. 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!”