Instagram/@robbiewilliams
Australian alcohol-free brew company Heaps Normal has entered the UK maturity market with Robbie Williams, with the pop icon announcing its expansion on Instagram, teasing a few more collaborations, and asking fans to tag their favorite pubs and eateries in the UK for possible deliveries.
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“Heaps Normal are heading to the UK and we’ve got lots of fun stuff in the works together,” Williams said in the caption. They asked followers to comment by tagging venues to receive samples or to purchase on the brand’s website where it was already on sale. The post also had a hashtag: #toogoodtobewasted, obviously a nod to its non-alcoholic nature.
Fans went wild, tagging local venues and personalizing their requests. One commented, “My favourite UK venue is my house if you want to send me some,” while another tagged their bowling alley, “Bonus points if you deliver Rob for a gig there.”
The craze spread across the ocean; Australians came onboard with comments like “The best Aussie non-alc beer that money can purchase,” while others hailed the international expansion of the brand: “This is HEAPS HUGE!”
Moving back to a more pertinent discussion, yet somewhat tangential to Heaps Normal: A fan shared a beautiful story of her late husband being “not a Williams fan” but loving “Feel,” and, in his memory, she will see the singer on his next Australian tour.
Heaps Normal, with its craft-style alcohol-free brews, has made a splash in Williams’s endorsement sphere. Their cheeky name, a pun on Aussie slang, clearly strikes a chord; one fan jokingly responded, “This is heaps NOT normal,” in the best way possible.
While Williams did not say much about what the near future would look like for the brand, my feeling is that we are dealing with a few more things than just a celebrity shout-out. This could indeed be the opening of something monumental, knowing Williams and his penchant for unexpected ventures (Remember that UFO documentary?).
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The chatter is building while select venues in the UK will be pouring out Heaps Normal brews for its drinkers-or perhaps we should say, sippers. If there’s any Mojo from Robbie’s pocket, those living rooms might just make the cut alongside a few pubs.
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