Independent Aussie non-alcoholic beer company Heaps Normal has revealed plans to release a range of non-alcoholic wines.

The move follows the recent news that Robbie Williams has joined the brewer as a “creative collaborator and investor”.

Co-founder Ben Holdstock told The Australian: “We have two wines we’ve been working on and we’ve been doing a lot with the Australian Wine Research Institute on the development.

“We’ve shared some of the trial wines with select people in the wine industry and winemakers and bartenders – they’ve said to us it’s some of the best non-alc wine they’ve tasted!”

Holdstock said the innovation had “huge potential” to change the business and make it more inclusive.

Andy Miller co-founded Heaps Normal in July 2020 alongside Holdstock, Peter Brennan and Jordy Smith, who together thought there were probably a few people like them who wanted to cut back on the booze, but didn’t necessarily identify as sober.

They were right and the business has since transformed into an empire worth more than $60 million.

Williams invested in Heaps Normal in August after drinking the beer while celebrating the New Year. Williams – who has been sober for 25 years – sent a direct message to Heaps Normal telling the owners how much he loved their beers.

“Teaming up with Heaps Normal is personal for me,” he said. “I saw what they were doing, creatively and culturally, when I was down in Australia, and I really wanted to get involved. I love the ethos of the Heaps brand, and I’m excited for what we’re going to achieve together around the world.”

“It’s about as exciting as you would expect when a global superstar tells the world how much he likes your product,” Miller told SmartCompany. 

The decision followed the singer giving the brand a massive shout-out in June on social media to celebrate its UK launch.

Williams posted a video to his Instagram page – which has 3.5 million followers – where he raved about discovering Heaps Normal while promoting his biopic Better Man in Sydney earlier this year.  

As Heaps Normal wasn’t available in the UK at the time, the brand sent a couple of cases of its Another Lager beer directly to the singer to enjoy.

Heaps Normal said there was a surge of traffic on its social accounts and its website after the shout-out and the team has been chatting with Robbie and exploring other ways they can work together.

Heaps Normal is stocked in more than 10,000 retailers and venues in Australia and New Zealand and announced earlier this year that it was also expanding into the US.

It’s also on the menu at Australian comedian Andy Lee’s hugely popular New York pub, Old Mates.