Tom Holland's Non-Alcoholic Beer Brand Debuts A New Flavor

Forbes

02-06-2025

Bero, the non-alcoholic beer co-founded by actor Tom Holland, this week has introduced a West Coast ... More style IPA called "Double Tasty."
Spider-Man actor Tom Holland is celebrating two milestones this week: his birthday on June 1, and the launch of a fourth new style of his non-alcoholic beer, Bero.
The newest expression is a West Coast style IPA called 'Double Tasty,' which will debut nationally in Target and roll out to other retailers in the coming months. Double Tasty is brewed with Colorado malts and three hops sourced from the western region of the U.S. Double Tasty's flavor is described as having a 'hoppy bitterness' that IPAs are known for, with notes of citrus, grapefruit and passionfruit.
Launched in October, Bero was co-founded by Holland and CEO John Herman and kicked off with three styles: pilsner, IPA and a wheat. Herman says the more premium positioning of the brand, a keen focus on flavor development and the authentic story of Holland's personal sobriety are what's resonating with consumers. Herman says the repeat purchase rate for Bero is upward of 30%.
'People are seeing it as being true to his story,' says Herman in a virtual interview. 'They followed him for years on his sobriety, and because of that, when we brought this non-alcoholic beer to the market, people saw exactly its role in how it wasn't just a marketing ploy.'
The non-alcoholic beer market has been growing fast in recent years, led by upstart Athletic Brewing with big brewers launching their own variations, including Heineken's 0.0 and AB InBev's Bud Zero. Alcoholic beverage research tracker IWSR recently projected that non-alcoholic beer will overtake ale as the second-largest beer category by volume worldwide in 2025.
Much of that growth has been led by younger drinkers, especially Gen Z, who have embraced more non-alcoholic brands like Bero and Heineken and are consuming far less alcohol than prior generations. But even beyond sobriety, data shows that a vast majority of non-alcoholic beer, wine and spirits is purchased and consumed by those that still drink alcohol. That's led to a social trend known as 'zebra striping,' the practice of moderating consumption of booze by alternating between non-alcoholic and alcoholic drinks throughout the evening.
Bero now offers four different non-alcoholic beers that are sold in national retailers including ... More Target, Amazon and Sprouts.
When Bero launched, the focus initially was on selling online but the brand quickly won a key retail distribution deal with Target. Other national retailers including Sprouts and Total Wine soon followed. On Amazon, Herman says Bero is the top-selling nonalcoholic beer brand.
Bero is also focusing more on in-person activations and getting a presence in bars and restaurants in major cities like New York and Los Angeles, as well as distribution at Soho House clubs in the U.S. and the U.K. This year, the brand also had a presence at the Masters golf tournament and Formula One's Miami Grand Prix.
'It's full bodied, it's flavorful, and really the lifestyle moments that we're trying to promote at the more aspirational locations that's really coming through is being differentiated amongst the offering,' says Herman.
Holland remains actively involved in promoting the brand across his social channels (he has nearly 63 million followers on Instagram and over 60,000 on TikTok). Earlier this year, the actor generated headlines when his U.K. ID was initially denied in a Target when trying to buy Bero.
Actor Tom Holland, who co-founded the non-alcoholic beer brand Bero in 2024, has been sober for more ... More than three years and has said the brand reflects "my own journey and love for beer."
Bero, Holland said in a prepared statement, is 'a premium option that could seamlessly fit into your lifestyle, show up in any setting and always leave you feeling your best.' The expansion of Double Tasty 'feels surreal in the best way, but also really natural for what we set out to achieve. We want to offer people more - not just in the quantity of beers to choose from, but in life,' he added.
The brand will continue to leverage Holland for marketing purposes, though Herman acknowledges that will be somewhat difficult to navigate with Holland's busy schedule. This year, he will be filming the blockbuster titles Spider-Man: Brand New Day and the Christopher Nolan-directed The Odyssey.
'For now, Tom's involvement is kind of integral,' says Herman, who notes that Holland attended some events to support Bero this past weekend in Los Angeles. 'Over time, I think he'll always be part of the brand, but the brand will really exist to stand more and more on its own.'