About Heaps Normal
Heaps Normal is a Consumer company based in Canberra (Australia) founded in 2020 by Ben Holdstock, Peter Brennan, Jordy Smith, and Andy Miller. Non-alcoholic beer is produced and marketed by Heaps Normal. Heaps Normal has raised $8.5 million across 2 funding rounds from investors including Robbie Williams, Matt de Boer and Kate Morris. Its website heapsnormal.com draws about 21 thousand monthly visits. Heaps Normal offers products and services including Quiet XPA Case, Another Lager Case, Half Day Hazy Case, Heaps Normal Mixed Case, and Norm Tee. Its focus areas include Food and Agriculture, Food & Beverage Products, Beverages and Alcohol Alternatives. Its competitors include Brunswick Aces, Monceau and Cool Cool Beverage.
Company details
Heaps Normal was founded in 2020 in Canberra, Australia, by co-founders Ben Holdstock, Peter Brennan, Jordy Smith, and Andy Miller. The company operates in the non-alcoholic beverage sector, focusing on the production and distribution of alcohol-free beer alternatives. Products are developed to mimic traditional beer profiles without alcohol content. Operations are centered in Australia, with online presence maintained through heapsnormal.com for consumer access and information.
- Total Equity Funding$8.5M (USD)
in 2 rounds
- InvestorsRobbie Williams
& 5 more
Products & Services of Heaps Normal
Heaps Normal offers a comprehensive portfolio of products and services, including Quiet XPA Case, Another Lager Case, Half Day Hazy Case, Heaps Normal Mixed Case, and Norm Tee.
Case of non-alcoholic XPA beer for online purchase.
Case of non-alcoholic lager beer for consumers.
Case of hazy non-alcoholic beer for everyday enjoyment.
Variety case of non-alcoholic beers for sampling.
White t-shirt branded with company logo.
Apps and channels of Heaps Normal
its YouTube channel Heaps Normal has 156 subscribers and 24 videos.
Videos from Heaps Normal
The most watched videos on Heaps Normal's YouTube channel, Heaps Normal (156 subscribers). Click a video to play it here.
More on Heaps Normal.
Funding Insights of Heaps Normal
Heaps Normal has successfully raised a total of $8.5M across 2 strategic funding rounds. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $8.5M
- Total Rounds 2
- First Round $8.5M
(Nov 2021)
- Investors Count 6
All 2 funding rounds of Heaps Normal with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Aug 2025 | Series B | – | – | ||
| Nov 2021 | $8.5M | Series A | – | Matt de Boer, Kate Morris |
6 investors in total: 2 institutional and 4 angel.
Investors in Heaps Normal
Heaps Normal has secured backing from 6 investors, including angel and venture fund investors. Prominent investors backing the company include Robbie Williams, Matt de Boer and Kate Morris.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Athletic Ventures is formed by elite athletes investing in innovative companies. | athletic.vc | Australia | ||
MD Matt de Boer | unknown_2e712f8b1b784162a | |||
KM Kate Morris | Co-founder of Nykaa, leading beauty platform, active angel investor in India. | unknown_d1e314d3cb14469a8 | ||
SG Simon Griffiths | unknown_09ee168164144534a | |||
BM Bec Milgrom | unknown_75de0e559c2940149 | |||
Content platform for Robbie Williams | 1998 | robbiewilliams.com | London, United Kingdom |
Investor details for Heaps Normal
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People of Heaps Normal
13 people are tracked at Heaps Normal (9 in leadership, 4 in team).
| Name | Role | Group |
|---|---|---|
Ben Holdstock | Co-Founder | Leadership |
Peter Brennan | Co-Founder | Leadership |
Jordy Smith | Co-Founder | Leadership |
Andy Miller | Co-Founder | Leadership |
Damien Williams | Chief Financial Officer | Leadership |
Timothy Snape | Chief Brand Officer | Leadership |
Nancy Hoang | Chief of Staff | Leadership |
Johnny Tostevin | Head Of Sales - Australia | Leadership |
Miranda Jack | Chief Growth Officer | Leadership |
Clint O'Hanlon | Creative Production Manager | Team |
Ross McQuinn | Commercial Manager | Team |
Renee Jasiak | QLD Sales Rep / Trade Marketing | Team |
Jack Lowi-Genn | Sales Specialist | Team |
Complete people profiles for Heaps Normal
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
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Timeline of Heaps Normal
3 dated milestones of Heaps Normal across 5 years, from founding to its latest funding, stage changes and deals.
- Founded Heaps Normal is founded.
- Funding First funding round of $8.5M.
- Funding Latest funding round, Series B,.
Competitors of Heaps Normal
Heaps Normal has 3 listed competitors in our database. They include Brunswick Aces, Monceau and Cool Cool Beverage.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| brunswickaces.com | 2017 | Brunswick, Australia | Alcoholic and non-alcoholic spirits with matching flavors are manufactured. | |||
| monceau.com.au | 2020 | Melbourne, Australia | Manufacturer of craft non-alcoholic beverages | |||
| coolcoolbev.com | 2018 | Melbourne, Australia | Non-alcoholic beers are branded and distributed by Cool Cool Beverage. |
Detailed competitors of Heaps Normal
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
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- Competitive positioning
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Web traffic of Heaps Normal
The website of Heaps Normal (heapsnormal.com) receives about 21.1K visits a month and ranks #1,074,696 among all websites worldwide, #2,852 in Beverages.
- Monthly visits21.1K
▲ 12% vs previous month
- Unique visitors8.6K
per month
- Global rank#1,074,696
among all websites
- Category rank#2,852
Food and Drink · Beverages
- Bounce rate42%
- Pages per visit3.8
- Average visit1 min 29 sec
- DevicesDesktop 19% · Mobile 81%
Websites whose visitors overlap most with Heaps Normal. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| beercartel.com.au | 100% | 86.1K | #388,183 | View details | |
| sansdrinks.com.au | 100% | 59.6K | #359,745 | View details | |
beerandbrewer.com | beerandbrewer.com | 95% | #1,638,566 | – | |
blackheartsandsparrows.com.au | blackheartsandsparrows.com.au | 77% | #616,699 | – | |
| goodnessme.com.au | 73% | 680.7K | #321,668 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 9 similar websites and full traffic analytics for Heaps Normal
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- 9 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
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Related news about Heaps Normal
Complete news archive for Heaps Normal
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Frequently Asked Questions about Heaps Normal
Heaps Normal was founded in 2020 and raised its 1st funding round 1 year after it was founded.
Heaps Normal is headquartered in Canberra, Australia. It is registered at Canberra, Australian Capital Territory, Australia.
Heaps Normal is a funded company, having raised a total of $8.5M across 2 funding rounds to date. The company's 1st funding round was a Series A of $8.5M, raised on Nov 2021.
Heaps Normal was founded in 2020 in Canberra, Australia, by co-founders Ben Holdstock, Peter Brennan, Jordy Smith, and Andy Miller. The company operates in the non-alcoholic beverage sector, focusing on the production and distribution of alcohol-free beer alternatives. Products are developed to mimic traditional beer profiles without alcohol content. Operations are centered in Australia, with online presence maintained through heapsnormal.com for consumer access and information.
Heaps Normal's top competitors include Brunswick Aces, Cool Cool Beverage and Monceau.
Heaps Normal offers Quiet XPA Case, Another Lager Case, Half Day Hazy Case, Heaps Normal Mixed Case, and Norm Tee.
Heaps Normal has 6 investors. Key investors include Robbie Williams, Matt de Boer, Kate Morris, Simon Griffiths, and Bec Milgrom.