Heaps Normal releases first new core-range beer in 2+ years

This week, Heaps Normal has announced the launch of Third IPA, its first core-range release in over two years. Brewed in a West Coast style, the new release offers bold, crisp, and dry pine flavours that stand as a counterpoint from many fruitier styles of beer.

“This really hits the spot if the higher bitterness and resinous style of the classic West Coast IPA is your thing,” said Ben Holdstock, Co-Founder and Head Brewer.

To help kickstart the launch, Heaps Normal will be hosting a free public beer-themed ice bath challenge at Bondi Beach from 8-9am tomorrow 11 October.

“We’re entering another dimension with the release of our Third IPA - literally and conceptually,” said Holdstock.

“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.”

Heaps Normal will also be activating the new release via its Ascension Program, a self-described light-hearted take-down of modern wellness tropes that encourages participants to participate in activities such as Tiny Unicorn Yoga, Beer Breath Work, and Can Charging by moonlight.

Comedian Lana Kington has been assigned the role of Heaps Normal’s Chief Wellness Officer under a wellness-spouting alter ego, Ragina.

Third IPA is the fourth SKU in Heaps Normal’s core range portfolio, joining Quiet XPA, Another Lager and Half Day Hazy. It is now available nationwide at an RRP of $17 per 4-pack or $65 per case of 24.