Started an independent non-alcoholic beer company in 2020, aged 39, normalizing a non-alcoholic drinking culture. From 3 to 10 FTEs, grew volume & revenue by 200% in a year with 1,500 customers nationally & now started exporting. (Andy Miller)

Oct 18, 2021

In this episode, I interview Andy Miller, the Co-founder, and CEO at Heaps Normal, an independent non-alcohol beer company based in Canberra, Australia, changing the drinking culture to a new drink standard. Heaps Normal was co-founded by four mates, each with their reasons for wanting to reduce their alcohol consumption. 

Aged 39 in 2020, Andy and his mates started the company. With some investigations, they were able to create and brew beer that tasted so good. The brewing process was completely redesigned and developed their approach based on biological methods so there’s no trace amount of alcohol in the beer. In just a year after launching their first brand, they got approximately 1,500 customers nationally and progressed into exporting their products to some other countries. This year alone, revenue grew by almost 200% and is currently going through the process of becoming a B Corp.

Andy sees marketing as an opportunity to tell authentic stories that are real so businesses can make a difference and have a positive impact in the world. He says, “It’s really easy to market something that you genuinely believe in.”

This Cast Covers:

 

• A non-alcoholic beer company, changing the drinking culture to a new drink standard.
• Backing everyone to create their own normal when it comes to mindful drinking.
• Started after meeting a friend who’s also fond of beer and wanted to reduce alcohol consumption.
• With some investigations, create and brew something reflecting on what works on people which is now their products and available in the market.
• Developed their approach based on biological methods so there’s no trace amount of alcohol in the beer.
• Define success as making a difference in the world and not wanting to be anywhere else.
• Running a business that allows getting out of bed and makes a product that they truly enjoy at the same time.
• Creating a product that has a positive impact on Australian drinking culture.
• Learning that should be normal for all businesses to contribute back to the community.
• Growing volume and revenue by almost 200% in a year, having approximately 1,500 customers nationally and started exporting to some other countries.
• Contributing 2% of their revenue to the community, breaking it up into 1% for the planet and 1% for the people.

 

 

Additional Resources:

• Heaps Normal
• Legacy By James Kerr
• Influence By Robert B. Cialdini 
• Eleven Rings By Phil Jackson

…………………………………………

Quotes: 

“It’s more about reflecting on what’s working for you.” —Andy Miller

“Success is not wanting to be anywhere else but making a difference in the world.” —Andy Miller

“It’s easy to market something that you genuinely believe in.” —Andy Miller

“The clearer you are in your audience, the better you are at connecting with them.” —Andy Miller

“I feel grateful to have that opportunity to do something that contributes back to our community.” —Andy Miller

…………………………………………

Music from https://filmmusic.io “Cold Funk” by Kevin MacLeod https://incompetech.com. License: CC by http://creativecommons.org/licenses/by/4.0