Non-alcoholic beer brand Heaps Normal has reported a 25% sales spike year on year during the November-December festive period.

It was the biggest two-month period of sales since the brand launched in 2020 and follows singer Robbie Williams joining the Australian brand in August as a “creative collaborator and investor”.

Heaps Normal Head of Sales Johnny Tostevin told nine.com.au: “We’ve definitely more than doubled over the last four years. We’ve seen some really, really steep, steep rises.”

Asahi Beverages Chief Commercial Officer Nigel Parsons told the Australian Financial Review in October that no-alcohol and low- and mid-strength beers now made up around one third of all its beer sales.

“That number is well over 40% when you add low-carb beer into the mix,” he said. “It’s no secret Australian beer lovers are increasingly conscious of what they consume.”

Coopers Brewery Managing Director Michael Shearer told the AFR the group had seen a 60% increase in sales for its low-carb Coopers Dry 3.5 per cent beer in the past year.

“It’s certainly a star performer as far as growth in our portfolio goes,” he said.

Williams was hooked on Heaps Normal after drinking the beer while celebrating the New Year in Sydney. The singer – who has been sober for 25 years – sent a direct message to Heaps Normal afterwards, telling the owners how much he loved their beers.

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.

Williams and the Heaps Normal team started chatting back and forth on social media before he decided to join the brand in an official capacity.

“Teaming up with Heaps Normal is personal for me. I saw what they were doing, creatively and culturally, when I was down in Australia, and I really wanted to get involved,” he said.

“I love the ethos of the Heaps brand, and I’m excited for what we’re going to achieve together around the world.”

Heaps Normal is stocked in more than 10,000 retailers and venues in Australia and New Zealand and announced last 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.