‘Grog and bog’: Heaps Normal collaborates with Who Gives a Crap to launch non-alc brew

Non-alcoholic beer brand Heaps Normal has collaborated with eco-friendly toilet paper brand Who Gives a Crap to create the first limited-edition, non-alcoholic beer that helps build loos.

Described as a “thirst-quenching” West Coast style IPA, the new non-alcoholic beer, Cheeky IPA, has been brewed in Australia with all the ingredients of an alcoholic one.

50% of the profits from the Cheeky IPA sales will be ‘flushed’ into the pockets of not-for-profits that help build toilets, in an effort to help deliver clean sanitation to communities across the world.

An additional $1.50 per can will be given to WaterAid, one of Who Gives a Crap’s long-term partners.

“Together, we’re combining the cheeky spirit and passion for changing the world of Who Gives A Crap and Heaps Normal to develop a product that helps people and the planet. Although unexpected, the Cheeky IPA truly embodies this,” said Who Gives a Crap’s head of impact, Robin Cho.

“At Who Gives A Crap, our mission is to uncrap the world, donating 50% of profits to help provide access to clean water and a toilet for everyone.

“By partnering with Heaps Normal, we can reach many more bums to get us closer to our big audacious goal of solving the sanitation crisis, all while having fun doing it.”

The new beer is described as “resinous and piney, with a well-balanced bitterness and refreshing finish”.

The limited-edition beer will be available from a limited number of bars and bottle shops from late April, in four-packs for $16.99, or in special beer and rear bundles – ‘Grog and Bog’ or ‘Tinnies and Towels’.

“Did we have a little bit too much fun playing around with our mates at Who Gives A Crap, on coming up with toilet jokes? Well, yes. But this special beer release isn’t just some flush in the pan,” said Andy Miller, co-founder of Heaps Normal.

He hopes it will remind people the importance of supporting purpose-driven brands: “Both Heaps Normal and Who Gives A Crap are taking on the big guys and showing that you can have a lot of fun, while delivering a seriously positive impact.

“Oh and it’s my new favourite beer. You’ll be bummed if you miss it,” Millar concluded.


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