This week, non-alcoholic beer company Heaps Normal released its latest core-range product, the Third IPA, in bottleshops, pubs, bars, and retailers across the country. This marks the company’s first new core-range release in over two years.
The Third IPA playfully taps into the modern wellness culture, poking fun at the trends that have gone viral on platforms like TikTok. To celebrate the launch, Heaps Normal is hosting a public ice bath challenge at Bondi Beach on 11 October, from 8 am to 9 am. Participants who endure more than 30 seconds in the ice bath, which will be filled with cans of the Third IPA, will win a slab of the new beer.
“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,” said Ben Holdstock, Heaps Normal’s co-founder and head brewer.
Describing the beer’s flavor profile, Holdstock added, “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.”
As part of its lighthearted take on wellness culture, Heaps Normal is also launching the “Ascension Program,” a satirical wellness initiative. The program, accessible via a dedicated website, invites participants to engage in quirky activities such as “Tiny Unicorn Yoga,” “Beer Breath Work,” and “Can Charging” under the light of the moon.
Popular comedian Lana Kington, in her alter ego Ragina, has been appointed as Heaps Normal’s “Chief Wellness Officer.” Kington humorously endorsed the program, saying, “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.”
Kington added that those who ascend through the program will receive an “Ascension Package,” which includes a gold-plated certificate, a pre-filled will and testament, and a free t-shirt.
The Third IPA joins Heaps Normal’s core product lineup, which also includes Quiet XPA, Another Lager, and Half Day Hazy.
You Might Be Interested In:
