Startups Decoded Ep#11: Launching a Non-Alcoholic Beer with Andy Miller - Heaps Normal
Redefining normal: how brands can challenge culture and win.
In this episode, we sit down with Andy Miller, co-founder and CEO of Heaps Normal, to explore how brands can go beyond selling products to reshape cultural norms. Andy shares how Heaps Normal is redefining Australia’s drinking culture, the power of purpose-driven branding, and what it takes to build a movement that resonates.
We discuss his launch into California through a major partnership with Whole Foods. Whether you're a founder, marketer, or brand strategist, this conversation will challenge you to think bigger about your brand’s impact.
Music Credit: "Neptuno" - Phondupe (Album: Onykia)
Andy is the co-founder and CEO of Heaps Normal. With a background in strategy, communications and marketing, Andy came to Heaps Normal armed with 15 years of experience working in industries including FMCG, health, liquor, automotive, marketplaces and arts & music. After a five-year stint heading up marketing for some of the country’s best known craft beer brands, where he oversaw Y-o-Y growth, Andy co-founded Heaps Normal — a non-alcoholic beer brand on a mission to change Aussie drinking culture.
We reckon some things in life are too good to be wasted, like having a good time, a good chat and a good drink. We believe in play as a powerful form of wellness but forget the preaching. We’re 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).
SHOW NOTES
In this episode of Startups Decoded, Andy Miller, co-founder and CEO of Heaps Normal, shares his journey from a diverse career to launching a successful non-alcoholic beer brand. He discusses the purpose behind Heaps Normal, the shift in drinking culture, and the importance of community engagement. The conversation explores the brand's unique position in the market, the changing perceptions of non-alcoholic beverages, and the company's expansion into the US market. Andy emphasizes the significance of authenticity, joy, and genuine connections in both business and personal life.
Chapters
00:00: Introduction to Heaps Normal and Andy Miller
01:16: Andy Miller's Diverse Career Path
05:34: The Purpose Behind Heaps Normal
07:49: Changing Drinking Culture
11:37: The Shift in Non-Alcoholic Beverage Perception
16:36: The Role of Purpose in Brand Strategy
18:34: Community Engagement and Support for Artists
23:23: Building Brand Relevance Through Music
30:25: Expansion into the US Market
37:21: Future Plans and Exciting Developments