E-Malt.com News article: Australia: Sales of biggest independent non-alcoholic beer brand explode over holidays

Sales for Australia’s biggest independent non-alcoholic beer brand exploded over Christmas and the New Year – a clear indicator the country's appetite for zero per cent beverages is not waning, 9News reported on January 9.

Heaps Normal experienced its biggest two-month period of sales during November and December 2025 since its launch in 2020, with about a 25 per cent year-on-year growth recorded for its range of dry beverages.

Head of sales Johnny Tostevin told nine.com.au he expects the bumper festive sales period won't quite be matched in January even as alcohol-free New Year's resolutions kick in or during Dry July.

"January will be a little bit down from there, but it's still been really strong, a lot stronger than what we'd find in the middle of winter in July," he said.

"We've definitely more than doubled over the last four years.

"We've seen some really, really steep, steep rises."

Heaps Normal had a huge 2025.

The zero-alcohol brand branched out to the UK and is stocked in over 170 British pubs and shops, with music superstar Robbie Williams joining as an investor.

Its products can also be found in thousands of pubs and retailers across Australia.

Tostevin said he's noticed the casual Australian drinker is now dabbling in a year-round sober-curious lifestyle.

Five years ago, non-alcoholic beer may have seemed like a fad.

Heaps Normal's extraordinary growth – it is now valued at over $60 million – is a testament to this cultural shift.

"It's reflective of the maturing consumer having that more balanced approach year-round," Tostevin added.

"The mindset of health and moderation has made it more acceptable for people to be thinking in [this] way."

The national statistics prove that the non-alcoholic beverage market has become a wise and profitable place to operate.

DrinkWise said in 2024, 51 per cent of consumers drank – at least sometimes – zero-alcohol products, compared to 35 per cent in 2021.

And a recent Flinders University study also found Gen Z are nearly 20 times more likely to choose not to drink alcohol compared to Baby Boomers.

Heaps Normal has been joined by a fast-growing stable of brands competing in the non-alcoholic space.

The likes of Coopers Brewery, Asahi and XXXX have recently introduced non-alcoholic beer into their ranges.

But it is the more the merrier, according to Tostevin.

"The more great products that come out into the market, that build more and more faith in the category and help (get eyes on the category, it's great for everybody," he said.

"It shows it's not just a dusty old beer in the bottom corner of the fridge."


08 January, 2026