- Explosive Growth: Tom Holland’s non-alcoholic beer brand, Bero, is on a staggering trajectory, approaching eight figures in revenue within its inaugural year.
- Massive Retail Presence: The brand has rapidly expanded into over 4,000 locations, including major chains like Target, Total Wine, and Sprouts, becoming a top seller on Amazon.
- Unexpected Strategy: Instead of competing with other N.A. brands, Bero focuses on converting traditional alcohol drinkers and building a luxury lifestyle image through high-end partnerships.
- Celebrity Power and Market Trends: Fueled by Holland’s social media influence and the growing “longevity boom,” Bero is solidifying the non-alcoholic sector as a dominant force, not just a passing fad.
Spider-Man’s Newest Blockbuster: A Beer Empire
Only Spider-Man could scale these heights so quickly. Bero, the non-alcoholic beer brand co-founded by actor Tom Holland and CPG veteran John Herman, is swinging towards an incredible eight-figure revenue in its very first year on the market. The brand’s meteoric rise signals a major shift in consumer habits, and Bero is leading the charge with a strategy you wouldn’t expect.
Launched online in October 2024, the New York-based company capitalized on “Dry January” to launch into retail stores and hasn’t slowed down since. Now available in over 4,000 locations, Bero has secured coveted shelf space in Target, Total Wine, and specialty grocers. According to CEO John Herman, the brand is already the top-selling N.A. beer on Amazon and the second most popular at Target, trailing only industry giant Athletic Brewing.
Not Just a Fad, But a Tidal Wave
While some might worry about a bubble in the booze-free space, Herman dismisses those fears, stating the movement is part of a larger “longevity boom.” He believes the non-alcoholic tidal wave is not shrinking but growing, a sentiment backed by hard data.
“This isn’t just a fad that’s going to fade away,” says Herman. “I don’t think that tidal wave has gotten any smaller. In fact, I think it’s actually growing.”
Market research supports his confidence. The non-alcoholic beverage space is projected to become a $5-billion industry in the U.S. alone within three years, with N.A. beer sales surging 23% this year and accounting for 87% of all non-alcoholic purchases.
Redefining the Market with a Luxury Play
What truly sets Bero apart in an increasingly crowded, star-studded field is its core strategy. Herman emphasizes that the goal isn’t to steal customers from competitors but to expand the entire category. “If we’re just taking away from Athletic [Brewing Company], we’re failing,” he notes, revealing that over 80% of Bero customers also drink alcohol.
To achieve this, Bero is positioning itself as a luxury lifestyle brand. The company hired Jacopo Maria Cinti, a creative director from the world of high fashion with clients like Prada and Gucci, to build its world. This vision is reflected in their partnerships:
- Events at Wimbledon
- Collaborations with Aston Martin
- Placement in Chase Sapphire airport lounges
These strategic alliances create an air of exclusivity and authenticity that resonates with a broader, more sophisticated audience.
The Future is Social and Sober-Curious
Leveraging Tom Holland’s massive online presence of over 63 million Instagram followers, social media remains a primary driver for Bero’s growth. The brand uses its high-profile events to generate content for TikTok and Instagram, creating a powerful feedback loop. As Bero expands internationally with a new brewery in Belgium, its blend of celebrity appeal, luxury marketing, and a genuinely booming market proves it’s not just selling a drink—it’s selling a new way to live.