The Wizards of Oz

Wotcha!

As I mentioned a couple of weeks back, I’m taking a few weeks off from the newsletter to regroup, re-energize, and enjoy some time with the family.

However, I have some great editions of the newsletter coming up for you while I’m away. Some friends from the industry will be taking over for a few weeks, and I’ve revisited one of my favorite spirits as I explore some new cocktail recipes.

Anyway, I’ll be back in the saddle next month. In the meantime, enjoy some cracking non-alcoholic drinks.

Cheers,

Myles

In this week’s edition:

NAN
New NA Drink News

BEER
Heaps Normal - Another Golden
Heaps Normal - Half Day Hazy

BEER
Road King - American Pilsner

Read time: 5 minutes 14 seconds

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BEER

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ModSub thoughts: Sydney-based Heaps Normal has been making serious waves since launching just before COVID. If Athletic is the success story of non-alcoholic beer in the U.S., Heaps Normal has achieved similar heights in Australia—changing cultural perceptions around NA beer and landing a massive 4,000 retail accounts within its first two years. They've since expanded into New Zealand, Singapore, the UK, and now the U.S.

Their beer also caught the eye of English pop star Robbie Williams, who, while touring Australia, gave the brewery a shout-out on his social media. Andy Miller, one of the founders, reached out to the singer, sending him a voice note—in his words, "in my best/worst singing voice"—asking what his favourite Heaps Normal beer was. Within an hour, Robbie had called Andy, and within days he had agreed to invest in the brewery.

Outside of the big players, there just aren't that many non-alcoholic beers that cross international borders. Certainly, a few make their way across via specialty retailers, but it's rare to see a brewery expand into other countries in quite the way Heaps Normal has. But there's good reason for that. The beers are flipping good, and word of good beer travels fast. So I was stoked when I finally got my hands on two of them.

Another Golden—exactly what you'd expect from a classic Australian lager: clean, crisp, and built to quench your thirst on a hot Aussie summer day. It’s light-bodied with a gorgeous golden hue and delivers a biscuity malt and a delicate floral character, finishing with a mild bitterness with a grassy edge. It's a lager you’ll keep reaching for.

Half Day Hazy is an extraordinary hazy, soft with understated carbonation and tropical notes of pineapple, mango, and a flicker of lemon, all grounded by a gentle wheat backbone. There's just a mild hint of bitterness on the finish, but it's gone before you can quite put your finger on it. It has elegant confidence.

Heaps Normal's U.S. rollout has been intentionally strategic—slow and steady. You'll find it in more than a hundred Whole Foods stores across the Bay Area, at many Aussie specialty retailers around the country, and online at The Zero Proof. Go find yourself some!

How Heaps Normal describes Another Golden: Deep down we know that everyone loves a classic Aussie beer as much as they love summer, the smell of cut grass, the sound of cricket in the background on the radio, pouring ice into a full esky, knocking off work and having one off the wood at your local. So we've created a classic Aussie non-alcoholic lager fit for the pub, pitch or pit. Another Lager is just that, but with no alcohol you'll get that quintessential, crisp lager experience without any of the downsides. It's a normal lager for heaps normal people.

How Heaps Normal describes Half Day Hazy: The Half Day Hazy, perfect for every occasion. Be it an extended holiday sesh with your pals or feet up in your favourite solo spot, this fruity hazy pale ale lets your heart escape while still letting you wrap up a hard day’s work. Whether you've got a half day off or a half day left, our tropical sunshine in a can will take you halfway to a holiday. Pairs well with yummy stuff and holds up before, during or after a few normal ones. Knock-off without the knock-ons, go to your happy place and take a half day on us. You've earned it.

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ModSub thoughts: When Harley-Davidson announced it had launched a non-alcoholic beer, it raised more than a few eyebrows. But with changing consumer habits, a common-sense approach to not drinking and driving, and the power of a brand that size, it made perfect sense.

What also made sense was partnering with Wisconsin Brewing to create a beer the brand’s millions of followers would embrace. The result? Road King, an American pilsner built for… well, riding safely, I suppose.

Let’s be honest—many American pilsners can feel a little lacking in the flavor department. They’re thirst-quenching, but often not that memorable. Road King isn’t guilty of that. Wisconsin Brewing has created a bolder take on the style, with bready malt depth balanced by a surprisingly assertive hop character. There’s a touch of sweetness, hints of caramel and citrus, and more complexity than you’d typically expect.

A surprisingly impressive collaboration. That it is not absolutely everywhere, given the motorcycle company’s mountainous reach, is also surprising. Perhaps it’s just a matter of time. But if you’re out on your travels—or live in or around Wisconsin—grab yourself a six-pack. No Hogs needed.

How Road King describes American Pilsner: Introducing officially licensed Harley-Davidson Road King Non-Alcoholic American Pils, a refreshing brew crafted for those who crave maximum flavor and ultimate refreshment. At only 60 calories per 16oz can, it’s perfect for any occasion where you want a beer, but not the alcohol.

EXTRA READS

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