Actor Tom Holland launches non-alcoholic beer brand BERO

Here comes your latest celebrity beer brand. BERO is a non-alcoholic beer being launched by movie actor Tom Holland — probably best known for his role as your friendly neighborhood Spider-Man. The brand enters the scene with a mission statement: It aims to offer non-alcoholic beer that’s “celebrated, not stigmatized,” according to the press release. With an emphasis on craft, taste and inclusivity, BERO is poised to capitalize on one of beer’s biggest growth sectors — non-alcoholic brews. From the release:

“For me, BERO is personal. After two years on my sobriety journey, I wanted to create something that reflected my lifestyle and values,” shares Holland. “This beer isn’t just for those on a similar path, but for everyone who appreciates quality, craftsmanship and living life to the fullest. BERO delivers the taste and experience of a great brew, and never asks you to settle for less.” 

Inspired by Holland’s U.K. roots and his personal journey with mindful drinking, BERO features three varieties. These cater to a broad range of beer enthusiasts: Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat. Each beer is crafted with top-tier ingredients and embodies Holland’s love for traditional brewing. The goal? To create non-alcoholic beer that feels as luxurious as its full-strength counterparts.

Holland’s BERO joins a rapidly expanding non-alcoholic beer market. This same segment has seen other brands like Best Day Brewing, Athletic Brewing and RationAle garner major attention and investment in 2024. We just announced today that Best Day raised $22.5M this year, further highlighting the booming potential of NA beer.

The rise of non-alcoholic beer

The non-alcoholic beer market has grown significantly in recent years, driven by changing consumer habits. With an increasing number of people embracing mindful drinking, non-alcoholic beer provides a flavorful alternative without the aftereffects of alcohol. According to recent studies, the global non-alcoholic beer market is set to double, growing from $20 billion in 2023 to $40 billion by 2033.

Holland’s entry into this market comes at a time when brands like Athletic Brewing and RationAle are securing major funding to meet rising demand. Athletic Brewing recently announced a $50M investment, while RationAle has seen a significant influx of capital to support its growth in distribution and innovation.

BERO comes to life through the shared partnership of Tom Holland, CEO John Herman and consumer-led fund Imaginary Ventures and WME. Herman brings with him over 20 years of experience driving successful growth in consumer-focused categories, most recently within beverage as President of Nutrabolt — the makers of C4 Energy.

“While the non-alcoholic beer category remains nascent, we believe it’s poised for explosive growth over the next decade. The current market offers only a handful of compelling options, mostly from legacy players, and none truly embody a premium brand that exudes confidence and resonates with modern, health-conscious consumers,” notes Logan Langberg, partner at Imaginary Ventures and BERO board member. “As a customer himself, Tom has created BERO to fill that void, offering a high quality, but accessible alternative. Pairing Tom’s authentic experience and perspective with John Herman’s operational excellence, we believe BERO is uniquely positioned to win.”

The BERO difference

BERO is trying to set itself apart with its celebrity appeal, yes, but also a commitment to quality and flavor. Brewmaster Grant Wood, with 40 years of experience, leads the production of BERO’s line. He’s using a naturally-selected yeast that stops fermentation at 0.4% alcohol. This process avoids removing alcohol and preserves the “soul of the beer.” From an article on the brand’s website:

According to Grant, most non-alcoholic beer is made using a process that removes alcohol after its been brewed — and with it, most of the flavor that makes beer special (or what he lovingly calls “the soul of the beer”). So when Grant set out to make BERO, he found a different way. Using a naturally-selected yeast that’s maltose negative, he’s able to simply do what he does best: brew fantastic beer. Because of this special ingredient, the fermentation process stops on its own after reaching 0.4% alcohol. That means no alcohol removal, no soul extraction, no waving goodbye to all the flavor as it evaporates into the ether. The rest is technical, but the point is, our non-alcoholic beer is just great beer, without alcohol, and with a whole lot of soul.

The line features three dynamic varieties, encompassing classic beer styles that will appeal to drinkers across the spectrum of moderation: 

• Kingston Golden Pils — Named after Holland’s hometown — Kingston Upon Thames. This is a fresh take on the bright and timeless, crisp European Pils.
• Edge Hill Hazy IPA — Named for Holland’s school where so many memories and lessons took place. This juicy New-England style brew is tropical, refreshing and hop-forward.
• Noon Wheat — Named after Holland’s beloved schnauzer. The wheat is cloudy and classic with a perfect citrus finish.

Why NA beer matters for craft brewers

The non-alcoholic beer market offers craft brewers an opportunity to diversify their portfolios. As the trend towards mindful drinking grows, brewers can capitalize on this shift by offering high-quality, flavorful NA options. Brands like BERO, Athletic Brewing and Best Day Brewing have demonstrated the market’s potential. Consumers are looking for alternatives that don’t sacrifice taste or experience. As the non-alcoholic beer space continues to thrive, brands like BERO show that even celebrities can see that the NA sector is ready for flavorful, premium options. Craft brewers have a golden opportunity to expand into this growing segment.

For more information on BERO and to purchase, visit BERObrewing.com.