The cross-collaboration promotes a message of balance for the fitness and wellness community. It also comes as U.S. drinking levels hit a record low
Brands are fully leaning into the growing demand for non-alcoholic (NA) drinks, with Barry’s bringing the beverages into the fitness space in a new partnership.
Bero, an NA beer brand co-founded by Tom Holland, has become the official non-alcoholic beer of Barry’s, while the boutique fitness giant claims the spot of the drink’s exclusive studio partner in a United States-U.K. cross-market collaboration.
“Barry’s creates an environment where people push themselves and each other to be their best,” said Holland.
“That spirit naturally aligns with why we built Bero,” he continued. “We wanted to give people a premium beer experience that fits the way they live, whether they’re training hard or spending time with friends at the pub. This partnership brings those experiences together in a way that allows you to show up 100%, no matter where your day takes you.”
The brands are pushing a message of balance and community, where Barry’s members can work hard and celebrate with others over a drink that doesn’t compromise fitness and wellness gains.
“At Barry’s, we take a highly considered approach to what we bring to our community, curating products that meet the same high standards as our workouts,” said Barry’s head of brand partnerships Dan Rabinovich. “Bero is a best-in-class non-alcoholic offering, and bringing it to our clients as our first official non-alcoholic partner was a natural fit.”
The collaboration builds upon Bero’s first-year momentum, after Holland and his co-founders launched the brand in 2025.
Throughout 2026, the brands will implement activations to highlight the partnership, including post-workout recovery-focused experiences and limited-time Fuel Bar offerings and select cultural touchpoints across the U.S. and UK.
The NA beer market is proving to be a profitable sector, as a 2025 report predicted the market would hit $35 billion by 2032.
The shift away from alcohol reflects more than just rising awareness of its negative health impacts — it’s driven by sober-curious movements, Gen Z and millennials drinking less and NA brands leveraging targeted campaigns. According to a recent Gallup poll, U.S. drinking levels hit a record low in 2025, with just 54% of American adults saying they partake.
One of the largest NA brands, Athletic Brewing, kicked off its own Dry January campaign with a month-long activation with OpenTable, helping diners locate restaurants serving its NA beers via an interactive map on the restaurant reservation and discovery platform.
