Heaps Normal to release new beer Australia-wide
Heaps Normal is gearing up to launch ‘the Third IPA’ – its latest beer – nationwide this week with an “ice bath challenge at Bondi Beach” on October 11.
The announcement:
This week, Australia’s leading non-alcoholic beer company will release its newest beer, the Third IPA, in bottleshops, pubs, bars and retailers around the country. The brew is Heaps Normal’s first core-range release in over two years, adding to its stable of award-winning non-alcoholic beers.
The Third IPA puts a playful spotlight on modern wellness culture, sending up some of the trends – like the 75 Hard challenge – that platforms like TikTok have made viral. To celebrate the beer’s release, Heaps Normal is hosting a beer-themed ice bath challenge at Bondi Beach, open to the public on the 11th October
from 8am – 9am. Visitors who last more than 30 seconds in the frosty bath tub, filled with cans of the Third IPA, will take home a slab of the new release.“We’re entering another dimension with the release of our Third IPA – literally and conceptually. At Heaps Normal, we believe wellness really is a state of mind. And our new IPA is the first step on the path to enlightenment. Namaste,” says Heaps Normal’s co-founder and head brewer Ben Holdstock.
The Third IPA is a classic West Coast style, boasting a pine-punch, amber allure and a refreshingly dry, crisp finish that cleverly cloaks the absence of booze. All wrapped up in a delightfully bitter, big, classic IPA flavour that stands out from the fruity crowd.
“This really hits the spot if the higher bitterness and resinous style of the classic West Coast IPA is your thing. A real oral ice bath,”says Heaps Normal’s co-founder and head brewer Ben Holdstock.
In a light-hearted take-down of modern wellness tropes, Heaps Normal will this week also launch its ‘Ascension Program’, taking users on a journey from the ludicrous to the downright absurd. Explored via its own dedicated website, the ‘program’ encourages participants to participate in a range of activities, from “Tiny Unicorn Yoga” to “Beer Breath Work” and “Can Charging” by the light of the moon.
Popular comedian Lana Kington has been assigned the role of Heaps Normal’s “Chief Wellness Officer” under a wellness-spouting alter ego, Ragina. She says the Third IPA isn’t just a beer, it’s a movement.
“If you’ve ever asked yourself: can beer make me a better person? This is the program for you. Just take the rainbow-lined pathway out of your vibe vacuum and find out.”
“Once brought into the elite echelons of the Heaps Normal Wellness Program, you will receive your Ascension Package including your gold (plated) certificate of ascension, a pre-filled out will and testament ready for signing and a free t-shirt!
The new IPA is Heaps Normal newest core range product, joining their Quiet XPA, Another Lager and Half Day Hazy. Pairs well with inner peace, transformation and ancient greens.
The Third IPA is available from 10/10 from all good bottle shops, retailers and venues, including 800+ Coles Liquor stores nationwide, including First Choice, Vintage Cellars and Liquorland. Other key venues and stores include Blackhearts & Sparrows, Liquor Emporium, P&V and Bottle House.
A 4 pack of the Third IPA retails for around $16.99.
Source: Character + Distinction
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