Tom Holland’s new zero-ABV beer Bero challenges the idea that non-alcoholic beer is a compromise.
Actor Tom Holland has launched a non-alcoholic beer label, Bero, stepping into one of the fastest-growing beverage markets. With the 28-year-old Spider-Man star at the helm, the brand aims to redefine how non-alcoholic beer is perceived. Crafted by American brewers and inspired by Holland’s British roots, Bero embraces craftsmanship and storytelling to create a drinking experience that reflects both quality and intentional living.
According to Holland, Bero represents more than just a product — it’s a lifestyle. “For me, Bero is personal. After two years on my sobriety journey, I wanted to create something that reflected my lifestyle and values,” the actor said in a statement.
Each of the brand’s three varieties carries personal meaning: Kingston Golden Pils nods to Holland’s hometown, delivering a crisp, European-inspired experience. Edge Hill Hazy IPA takes inspiration from Holland’s school memories with tropical, hop-forward notes, while Noon Wheat pays homage to his beloved schnauzer, offering a refreshing, citrus finish.
Bero’s launch aligns with a larger movement toward reduced alcohol consumption, a trend validated by recent research from the Dutch Brewers Association. The study found that non-alcoholic beer is driving lower alcohol consumption in the Netherlands. Half of those aged 18 to 39 reported starting with alcoholic beer but later transitioning to non-alcoholic options, while two-thirds of respondents aged 40 and above said they now prefer alcohol-free beers. Fred Teeven, chairman of Dutch Brewers, emphasized the impact. “Currently, 1 in 15 beers consumed is non-alcoholic. By 2030, we aim for 1 in 10 beers to be non-alcoholic,” he said.
The push toward alcohol-free options aligns with efforts to reduce alcohol misuse. “This is exactly why the government asked us to promote non-alcoholic beer as part of the National Prevention Agreement, and we have fully committed to that effort,” Teeven explains. As consumer behavior shifts and awareness grows, breweries around the globe, including BERO, are responding with high-quality, thoughtful alternatives.
On the recent season 16 premiere of ABC’s Shark Tank Megan Klein, founder of Little Saints, presented her line of sugar-free, alcohol-free ready-to-drink (RTD) cocktails and spirits powered by functional mushrooms like Reishi and Lion’s Mane. “Our mission at Little Saints is to provide a solution for those who want to have fun and feel good without compromising their health,” Klein said in a statement. “We’ve taken the familiar taste and experience of beloved cocktails and reinvented them with functional mushrooms like Reishi and Lion’s Mane. Plus, they’re sugar-free and only 5 calories per serving, making them a guilt-free option for anyone.”
While Klein didn’t secure a funding deal for Little Saints, the label is part of a booming category. “Little Saints was the best-performing non-alcoholic brand in our Innovation Centers from July-September 2024,” said Karen Martinez, Director of Alcoholic Beverage/Adult N-A at Sprouts Farmers Market. Klein noted the company has done $5 million in sales in the last 12 months.
John Herman, Bero’s CEO, echoes the sentiment that the future of non-alcoholic beverages is about more than abstinence. “In a world of excess, Bero represents a shift toward discernment,” he says. “People are filtering out what doesn’t add value and choosing things that enrich their lives. We believe that non-alcoholic beer can be more than just a substitute — it can be a bridge to a more balanced life, and it can taste incredible. Bero is here to celebrate moderation without sacrificing pleasure, offering a lifestyle that everyone can aspire to.”
Bero’s offerings — available online and shipped nationwide — provide a variety of pack sizes, catering to different lifestyles and drinking occasions. Six-packs start at $15.98, while larger formats such as 24-packs are available for $54.98. Variety packs, priced at $33.50, encourage consumers to explore multiple flavors, further enhancing the appeal of alcohol-free drinking.
Imaginary Ventures partner Logan Langberg highlighted the importance of filling a gap in the market, “While the non-alcoholic beer category remains nascent, we believe it’s poised for explosive growth over the next decade.” Langberg says the current market offers only a handful of compelling options, mostly from legacy players, but that none truly embody a premium brand that resonates with modern, health-conscious consumers. “As a customer himself, Tom has created Bero to fill that void, offering a high-quality but accessible alternative,” Langberg said.
“This beer isn’t just for those on a similar path, but for everyone who appreciates quality, craftsmanship, and living life to the fullest,” Holland said. “Bero delivers the taste and experience of a great brew, and never asks you to settle for less.”
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