Dry January: Tom Holland’s BERO lands at Target: Let’s look at this non-alcoholic celebrity beer brand

Tom Holland is swinging into new territory. The Spider-Man actor (second to only Shinji Tôdô as the best webslinger of all time) is taking on the craft brewing world with BERO, a non-alcoholic beer brand now hitting Target shelves nationwide. Holland’s mission? To prove that NA beer can be as bold, flavorful and satisfying as its boozy counterparts. For anyone embracing mindful drinking — or simply curious about what a celebrity-powered NA brew tastes like — this launch marks a major moment in the ever-expanding non-alcoholic beer scene. From this press release:

“BERO’s official release at Target is a defining moment for us,” says Tom Holland. “From the beginning, one of our biggest goals has been to align with an iconic retailer like Target, who time and time again acts as an incredible launchpad for emerging brands. Our beer sitting on the shelves of a partner that understands our brand, leans into creativity, and shares our commitment to quality, feels like a massive step forward. I’m thrilled to see BERO continuing to grow and reach even more people with the great-tasting beer they deserve.”

Let’s take a closer look at how BERO is brewed, who’s behind the brand and how the non-alcoholic beer market is evolving to meet shifting consumer tastes.

A Dry January journey sparked a brand

Tom Holland’s path to launching BERO started with a Dry January challenge — a commitment to abstain from alcohol for a month. That initial step evolved into a lasting lifestyle change, and Holland soon found himself navigating the growing world of non-alcoholic beverages. From our previous story:

“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.” 

BERO launched with three core beers, each inspired by Holland’s British roots and brewed with American craftsmanship. The brand comes to life financially through the shared partnership of Tom Holland, CEO John Herman (pictured below) and consumer-led fund Imaginary Ventures and WME. Herman specifically 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.

Target provides a good platform to connect with consumers. The store is known for curating products that resonate with its customers. BERO offers that appeal. It also offers both single flavor six-packs starting at $11.99 and a Target-exclusive variety 12-pack at $21.99. BERO’s growing presence across the United States and in major retail chains underscores its commitment to becoming a standard choice for NA beer drinkers. From the press release:

“Non-alcoholic beverage has been a growth category at Target for five years now and I can’t wait for shoppers to try the newest addition to our assortment: Tom Holland’s BERO,” said John Conlin, Senior Vice President of Merchandising, Food and Beverage at Target. “This is an exciting brand, with amazing flavors, and great prices. Consumer preferences are changing and I’m incredibly proud of the way our team and the BERO team have worked together to give drinkers everywhere another option for enjoying time with friends or unwinding at the end of the day.”

Let’s talk about BERO’s three main non-alcoholic beers

These three beers represent the core lineup of BERO and showcase the brand’s focus on delivering premium, flavorful non-alcoholic options crafted with quality ingredients and a deep respect for traditional brewing techniques.

1. Kingston Golden Pils:
   A classic European-style pilsner with a bright, crisp finish. Named after Tom Holland’s hometown, Kingston upon Thames, it offers a refreshing take on a timeless beer style.
2. Edge Hill Hazy IPA:
   A juicy, tropical New England-style IPA with a hop-forward profile. This beer is a tribute to Holland’s alma mater and is designed to appeal to fans of bold, hazy brews.
3. Noon Wheat:
   A cloudy wheat beer with a smooth citrus finish. Named after Holland’s schnauzer, Noon, this wheat beer brings a classic style to the BERO lineup with a fresh, modern twist.

The mastermind behind the beer: Grant Wood

While Holland may be the face of BERO, the beer itself is the brainchild of Grant Wood, a brewmaster with more than 40 years of experience. Wood’s career spans stints at major breweries like Samuel Adams and Revolver Brewing, where he developed a knack for creating balanced, flavorful beers. Enjoy the video above where Wood, then senior brewmaster at Boston’s Sam Adams brewery, takes us on a quick tour of Boston Brewing’s world famous facility, giving a chemical explanation of the traditional four vessel beer brewing process. This guy knows beer.

When it came to crafting BERO, Wood chose a brewing method that he says preserves the “soul of the beer.” He uses a maltose-negative yeast that stops fermentation at 0.4% alcohol, eliminating the need for alcohol removal — a process that some say often strips beer of its flavor. From a solid Q&A on the BERO website:

When you make beer, you take malt, these agricultural products, bring it into the brewhouse, crush the malt, put it in water, and allow it to steep at a 150 – 160 degree ranch. And what happens is enzymes inside of those malts break down starches into sugars.

Starches are complex carbohydrates — long chains, of glued together glucose molecules. When you cook this malt, there are enzymes inside that convert those starches into simple sugars. Yeast eat those, make alcohol, carbon dioxide, 600 other flavor compounds, and leave behind the other -oses [sic] — the larger chains that they can’t eat.

If instead, we use what’s called a maltose negative yeast, it’ll only eat the glucose. And that’s just enough to make a little bit of alcohol and some other flavor compounds. But this is kind of the tricky part. Since you’re making a weaker wort with less alcohol (which gives the beer its flavor) you have to find this place in the formulation that gives more body to the beer. It has to allow these fermented flavors to come out, but it doesn’t go too far, so when you drink it, it’s not too sweet or worty (a weird cabbage-like flavor note).”

The non-alcoholic beer market is booming

The launch of BERO at Target is more than just a celebrity-backed business move. It’s part of a larger trend in the beverage industry: the explosive growth of non-alcoholic beer. According to recent studies, the global non-alcoholic beer market is projected to double from $20 billion in 2023 to $40 billion by 2033. This surge is driven by a shift in consumer behavior, with more people embracing mindful drinking, whether for health reasons or simply to balance their lifestyle.

Lots of brands are capitalizing on this trend. Best Day Brewing secured $22.5M in funding last year. Athletic Brewing recently raised $50 million in equity funding, while RationAle secured substantial seed investments. These funding rounds underscore the growing investor confidence in the non-alcoholic beer category. According to the recent end-year recap from the Brewers Association:

Non-alcohol beer boom: With the growing demand for mindful drinking, non-alcohol beer sales soared (scan dollars up 30%+ year-over-year from January through October) as brewers refined their techniques to deliver flavor-packed options.

• According to NCSolutions Consumer Sentiment Survey, 41% of Americans actively moderated their alcohol consumption in 2024, up 7% from the previous year.
• A Beer Institute & Morning Consult Poll noted 58% of consumers say that low- and non-alcoholic beer is a good alternative for anyone looking to moderate their alcohol consumption long-term.
• YTD through 11/30/24, off-premise dollar sales of NA beer are up over 25%, totaling $646M, per NIQ.
• This Coefficient Capital / New Consumer report shows that the majority of Americans surveyed (54%) do not drink more than once per month, and 36% of Americans plan to eliminate or reduce alcohol in January (this grows to 49% for Gen Z/Millennials).

What’s next for Dry January coverage?

As Dry January continues to gain traction, Craft Brewing Business will be highlighting key players in the NA beer space. Check out these other features:

• Best Day Brewing’s Galaxy Ripple: A non-alcoholic double IPA that’s packed with hop-forward flavor.
• Mash Gang’s U.S. Launch: The UK-based brewery brings its innovative NA beers to American shores.

The non-alcoholic revolution is just beginning, and breweries like BERO are proving that NA beer can be just as satisfying — and celebratory — as its boozy counterparts.