Cheers to change: How Andy Miller brewed up a cultural revolution with Heaps Normal

“We didn’t want to give up alcohol, but we just wanted a genuine option that we could turn to when we wanted to cut back, take a night off, or spread our drinks out. That’s where Heaps Normal came in.” — Andy Miller

It’s not every day that an entrepreneur takes on Australia’s drinking culture, but that’s exactly what Andy Miller, CEO and co-founder of Heaps Normal, set out to do. In a recent episode of First Act, we sat down with Andy to chat about his entrepreneurial journey, the highs and lows, and the valuable lessons he learned while building an alcohol-free beer empire. Here’s some highlights…

The genesis of Heaps Normal

Andy Miller’s background in strategy, communication, and marketing may not scream “beer entrepreneur”, but his journey into the world of craft beer was a natural progression of his passion for storytelling and creativity. With experience at organisations like Greenpeace and Triple J, Andy had already developed a knack for connecting with audiences through compelling narratives. His first step into the beer industry came with Newtown’s beloved craft brewery, Young Henry’s, where he witnessed Australia’s drinking culture firsthand—whether among strangers or friends.

“We’d forgotten the real reason why we came together,” Andy says. “The drink had become the main event rather than that being in the background of something else interesting that was happening.”

This insight sparked the idea for Heaps Normal: a non-alcoholic beer that wasn’t about pushing sobriety but offering a fun, authentic alternative for those wanting to cut back without compromising on social moments.

From pyjamas to pints

Before venturing into the alcohol-free space, Andy’s career was a whirlwind of creative projects. From running a magazine to winning a radio competition that sent him on a world trip in his pyjamas, he found countless ways to blend storytelling with his work. His time at Triple J, where he honed his marketing and communications skills, left a lasting impact on how he approached branding.

“I learned a lot about working with the announcers to come up with fun, on-air creative messaging,” Andy recalls. “We don’t want to create traditional marketing. We try to tell better stories—real ones, not marketing BS.”

Brewing up Heaps Normal in a pandemic

As fate would have it, Heaps Normal was born during one of the most challenging periods for businesses: the 2020 lockdown. With Andy in one state and his brewer Benny in another, the team experimented with their first non-alcoholic beers in Bondi apartments, even brewing in a humble kettle.

“Benny was in his tiny apartment in Bondi, brewing up these samples in old long-neck beer bottles using his home kettle to boil the wort,” Andy says, laughing at the memory. Despite the challenges of lockdown, those early experiments gave the team confidence that they were onto something special. “It gave us the belief early on that we could definitely solve this challenge.”

The realities of startup life

Like any entrepreneurial journey, Andy’s had its share of challenges. While the brand’s success has been phenomenal, rapid growth brought with it a host of difficulties, from scaling production to maintaining focus.

“Staying focused has been one of the biggest challenges,” Andy admits. “Part of it was by design for us, and part of it was an ongoing reminder that we need to come back to keeping things focused and not getting too distracted by all the things we could solve.”

Another key challenge was the personal toll. “There’s still days where people feel massively burned out,” Andy shares. “We’ve had to remind ourselves every now and again of what’s actually motivating us to get out of bed every day.”

Brewing with purpose: Why B Corp matters

One thing Andy is particularly proud of is Heaps Normal’s B Corp certification—a badge of honour that reflects the company’s commitment to social and environmental responsibility. From day one, the brand has donated 2 per cent of its revenue to causes like climate change and equality.

“We always saw Heaps Normal as an opportunity to demonstrate that business can be a force for good,” says Andy. “We just wanted to walk the walk and show that no matter what size of business you are, you can actually have a positive impact on your community.”

The final sip

So, is Heaps Normal truly heaps normal yet? According to Andy, the mission to change drinking culture is ongoing, but the feedback from fans and industry insiders suggests they’re well on their way.

“The mission has always been to change drinking culture, and it still is,” Andy says. “We’ve seen a massive change in drinking culture in Australia and elsewhere in the world over the last few years, and it’s hugely positive.”

Andy’s entrepreneurial journey is a testament to staying true to your vision, even when the odds seem stacked against you. Through Heaps Normal, he’s created more than just a beer; he’s sparked a movement that’s reshaping Australia’s drinking culture one alcohol-free pint at a time.

“We didn’t know if it would be successful,” Andy reflects, “but we knew it was worth doing. And that’s what matters.”

You can listen to the full episode of first act featuring Andy Miller here.

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