Andy Miller | Redefining Drinking Culture with Heaps Normal

Andy Miller, the visionary CEO and Co-Founder of Heaps Normal, is on a mission to disrupt drinking culture with a fun and refreshing twist. With a passion for creativity, empathy, and a drive to make social drinking more mindful, Andy is leading the charge in the non-alcoholic beer revolution.

In this Q&A, Andy dives into the inspiration behind Heaps Normal, his journey from creative student projects to founding an innovative non-alcoholic beer brand, and how living in Bangkok shaped his business strategy.

What was the initial inspiration behind Heaps Normal?

The initial inspiration for Heaps Normal was noticing, amongst friends, that we’d forgotten why we drink and that it had simply become a habit. Like many others we spoke to, we wanted to cut back on our alcohol consumption but didn’t necessarily want to go completely sober. We thought there would be other people like us, but have been blown away by the response. It turns out there are a lot more people who share this goal than we first thought.

As Co-Founder and CEO, what are some of the most enjoyable or rewarding aspects of your role?

All businesses, but particularly hospitality businesses like ours are about people. I draw so much energy and inspiration from working alongside our incredibly creative team and hearing about how our products have positively impacted the views and habits of social drinkers, like us.

How do you envision the future of Heaps Normal and the non-alcoholic beverage industry in general? Are there any upcoming trends or developments you’re particularly excited about?

Our vision for the future of Australian drinking culture is really very simple. We want to be part of a culture where there’s a range of delicious non-alcoholic options wherever you find normal beer and we’re not judged on how much or how little we’re drinking. We want people to feel good about the deliberate decisions they make about how they party. After all, the ‘why’ we party is common to all of us—we all want to feel comfortable in our own skin, express our inner desires and be celebrated by our peers.

We believe the way that vision is translated into products is by broadening the conversation beyond alcohol. Globally, traditional views around alcohol and other ingredients are being upended. In Australia, we welcome a more open and frank conversation with industry and regulators about the potential harms and benefits of these substances.

You have an extensive background in strategy, communications, and marketing. How did your previous roles prepare you for co-founding and leading Heaps Normal?

I learned a lot about building brands and communities by playing and creating my own projects with my friends. Looking back, some of the most influential projects and experiences I’ve had were with my friends during university. Putting on parties, producing a music magazine and working in the Creative Industries student association, all helped me learn the wide range of skills it takes to bring a creative project to life.

Taking the risks that feel simultaneously scary and exciting—in my work and life outside of work—has been an important part of preparing me for my role in Heaps Normal. At certain moments in my career, it felt like I’d perhaps become too much of a generalist and not gone deep enough in any one role. When we started Heaps Normal, it felt like the perfect culmination of that mixed bag.

Heaps Normal is an Australian-based company, however you reside in Bangkok, Thailand. How has being there influenced your business operations and strategy?

Starting our business in the middle of the pandemic in 2020, meant building a remote team from day one. So when my partner was posted to Thailand in 2022, we were already familiar with working remotely as a team and had a lot of the systems in place to support that way of working.

Of course, there are always challenges. We haven’t figured out how to taste a beer remotely yet (haha). But for me personally, it’s been an opportunity to be more deliberate about the kind of work I do and has inspired new ideas. It’s also been hugely beneficial for our export strategy in Southeast Asia. Nothing beats being on the ground when it comes to understanding these new markets.

What strategies have you employed to differentiate Heaps Normal in a growing competitive market and redefine the perception of non-alcoholic beverages?

There were heaps of non-alcoholic beer brands before Heaps Normal. But none in Australia that addressed the needs of social drinkers. We noticed non-alcoholic beer brands were either exclusively targeting a sober audience or were a box-ticking exercise for major alcohol companies.

Aside from creating a yummy beer and a fun brand, we don’t preach. I think that’s what set us apart early on and has been the single biggest driver of the impact Heaps Normal has had on the non-alcoholic category in Australia.

Today, several other brands have taken similar positions, which has made it important for us to continue evolving our message.

What role does play and wellness have in your company’s culture and product offerings? How do you ensure these values are reflected in your brand and business practices?

We believe play is a powerful driver of wellness and culture change.

To change behaviour and (over time) culture, we reckon it has to be fun. You have to throw a better party. That’s the philosophy behind all the work we’re most proud of at Heaps Normal.

How did your degree shape your career path and prepare you for your role as CEO of Heaps Normal?

As part of my degree, I took a variety of different subjects that, together, gave me a holistic understanding of what it takes to lead a creative business and team. I took several core business and marketing subjects, alongside electives in photography, creative writing and technology. It’s helped me to lead with genuine empathy for the skill required in a range of roles in our team and to offer effective coaching and support.

So much of how we operate effectively as a team (internally and externally) comes back to good communication. My Bachelor's degree helped give me a deeper understanding of how effective communication is developed and how it is received.

What advice would you give to aspiring entrepreneurs or recent graduates looking to enter the fast-moving consumer goods (FMCG) industry or start their own business?

Do whatever it takes to learn from a brand or person in the industry you admire. This could include applying for a job, volunteering, or meeting them for a coffee or video chat.

Ideas are cheap and everyone has them. But no one else will bring it to life the same way you will. So don’t be too protective of them. Talk about your ideas with anyone whose opinion you respect and give them wings. I’ve often been blown away by the support I’ve received from people I’ve shared my ideas with.

Start before you feel 100% ready. You may never feel ready, and things may not pan out exactly as you imagine. But the act of starting will reveal possibilities and opportunities you couldn’t have anticipated without taking that first step.

What is one skill that you couldn’t live without, and why?

Empathy—developing the skill to sense other people’s emotions and imagine how they might feel about something—is central to building great products, brands and relationships.

QUT degree - Bachelor of Arts Media & Communication (Advertising) (2007)—now the Bachelor of Communication (Digital Advertising).

Do you have a question for Andy? Connect with him on LinkedIn.