Heaps Normal, the non-alcoholic beer phenomenon, has been named a Breakthrough Brand in Interbrand’s 2021 Breakthrough Brands report. It’s a graduation of sorts for the one-year-old business, which last year appeared on the report’s Ones to Watch list.

In this episode, Heaps Normal’s Head of Brand Pete Brennan talks of his family’s history with alcohol, the community of people that has grown with the brand, and the journey of going from an unlabeled, warm silver can to the country’s best non-alcoholic beer. Pete is also the founder of branding agency Electric + Analog, and he touches on the difference between building a brand for a client and building your own.

This episode was recorded and produced on the lands of the Guringai and Gadigal people. We pay our respects to Elders past, present, and emerging.

Editing and mixing for was done by Andy Stewart, with production support from Declan Clow. Editorial guidance and research comes from Brittney Rigby. This Talking Breakthrough mini-series is hosted by Nathan Birch, CEO of Interbrand Australia and New Zealand.

You can download Interbrand’s 2021 Breakthrough Brands report from interbrand.com.

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