Heaps Normal’s ‘Normal July’ Calls For A Mindful Approach To Alcohol Every Day

Heaps Normal’s ‘Normal July’ Calls For A Mindful Approach To Alcohol Every Day
SHARE
THIS



Normal July aims to support people to make sustainable, long-term change to their alcohol consumption with a message that endorses doing your best to create more mindful drinking habits that work for everyday, not just through July.

Heaps Normal was founded in 2020 by four mates, each with their own reasons for cutting back on their drinking. Since launching, the brand has grown its stockist list to more than 600 retailers and venues and the brand’s first non-alcoholic Quiet XPA brew has become a mainstay in venues, outselling both alcoholic and non-alcoholic beer in retailers around the country.

Heaps Normal’s co-founder and CEO Andy Miller said Normal July is designed to promote lasting behaviours by thinking about what works for you personally in your efforts to reduce alcohol consumption.

“With so much talk of going sober in July, we think it’s important to respectfully challenge the pros and cons of different approaches to improving our drinking culture. We reckon the best way to do that is by acknowledging that different things work for different people and focusing on changes that can be sustained. After all, every month of the year is too good to be wasted,” he explained.

“We’re not here to preach sobriety to anyone. Not everyone agrees with our message, and that’s OK! Our focus is on long term behavioural change, one (less) beer at a time. We’re standing with the legends looking to cut back on the booze, without the pressure to conform to someone else’s measure of how much is right for them”.

Studies have yet to find temporary sober initiatives effective in changing drinking habits over the long term or embedding broader shifts in drinking culture . It’s reported that while these campaigns can provide some health benefits to you and the people around you, they don’t target binge drinking, and no-one has looked at their long-term benefits.

To play their part in supporting healthier relationships with alcohol, Heaps Normal will donate $10 from every case sold via their online store during July to Hello Sunday Morning—an Australian charity on a mission to help people change their relationship with alcohol.

Miller said it’s important to recognise there’s more than one way to move towards a common goal.

“We know being completely sober isn’t for everyone and the key to lasting healthy behaviours is reflecting on what works for you personally—creating your own normal. The unspoken truth in our personal experience and for many of our mates is that abstaining can often result in an XL-sized blowout before or after. We don’t think long term change comes from an all or nothing approach.”

Please login with linkedin to comment

Alcohol Heaps Normal

Latest News

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
  • Media

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor

Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]

by B&T Magazine

B&T Magazine
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
  • Opinion

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh

M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]

Opinion

by B&T Magazine

B&T Magazine
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
  • Marketing
  • Technology

Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial

Esports organisation ORDER has announced the appointment of  Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
  • Media

Hivestack Expands US Footprint With Clear Channel Outdoor Partnership

Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
  • Campaigns
  • Technology

Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series

Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]

Indie Agency Kaimera Expands With New Hires
  • Marketing

Indie Agency Kaimera Expands With New Hires

Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]

Nine’s Love Island Australia Gets Premiere Date
  • Media

Nine’s Love Island Australia Gets Premiere Date

The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]