Hops & Dreams: Tom Holland Launches Premium NA Beer Brand
Bero is the latest non-alcoholic beer to hit Target shelves as investors raise a glass to spirit-free beverages. Here’s what may be fueling their growing interest
English actor Tom Holland has plenty to celebrate these days: reprising his role in “Spider-Man 4,” his engagement to “Dune” star Zendaya, and now the launch of Bero—his premium non-alcoholic beer with prime shelf space in Target stores nationwide and backing from VC firms Imaginary Ventures and WME.
To hear Holland tell it, Bero is the culmination of what the 28-year-old actor describes as his two-year journey of sobriety. And, along with being his first business venture, it also reflects the values of many in his generation—prioritizing health and wellness without giving up the ceremony of cracking open a cold one with friends or compromising taste.
It turns out that it’s nice to have options, considering young adults are drinking less than prior generations. In what could be considered a dream team of sorts, Holland is joined in the NA venture by co-founder and Bero CEO John Herman, a seasoned consumer product goods (CPG) expert who has served at the supplement brand Obvi and as president of C4 Energy maker Nutrabolt.
As of now, Bero features three flavors: Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat.
Although the funding amount for Bero hasn’t been disclosed, PitchBook noted a $6.5 million seed round last January. Regardless, the NA space is one that has investors ready to toast—and what better time, given U.S. Surgeon General Dr. Vivek Murthy’s recent statement that alcoholic beverages should carry a cancer warning label. Consider, too, that some studies suggest a link between semaglutide use and reduced alcohol consumption, and it’s easy to understand why investors may be keen on non-alcoholic beverages. As it stands, the fitness industry likely won’t be the only sector poised to benefit from the anticipated increased adoption of GLP-1s.
“While the non-alcoholic beer category remains nascent, we believe it’s poised for explosive growth over the next decade,” Imaginary Ventures partner and Bero board member Logan Langberg said. “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.”
In the era of wellness, those consumers Langberg mentions are the same ones Target is vying for — and as Bero launches in the aisles of the popular retailer, its six-packs are among more than two thousand “better for you” and wellness-adjacant products that Target is adding in its stores.
John Conlin, Target’s senior vice president of merchandising, food and beverage, noted that the NA beverage space has been a growing retail segment at Target. The retailer is offering an exclusive variety of 12-packs of Bero for $21.99, while single-flavor 6-packs are available for $11.99.
“This is an exciting brand, with amazing flavors and great prices,” Conlin said of Bero. “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.”
A Brewing Space
While it remains to be seen just how successful Bero is as an NA brand, it has already differentiated itself among existing competitors.
Athletic Brewing Co., which touts full-flavor beers without the risk of a hangover, has captured the health and wellness ethos, pairing artful packaging with savvy beer names that reflect an active lifestyle. The brand’s best-selling non-alcoholic beers feature minimalist yet adventurous designs depicting mountains, waves, and trails in brews like “Run Wild” and “Free Wave,” evoking images of active individuals who spend a Sunday afternoon hiking a mountain or catching a wave.
The strategy has paid off—Athletic Brewing secured $50 million equity financing led by General Atlantic last summer, fueling plans to ramp up production.
While Athletic Brewing has made its mark as the official NA beer of the active lifestyle space, Bero appears to be carving out its niche as a more refined brand. Its Kingston Golden Pils is packaged in a glossy gold and black can with elegant half-cursive text proclaiming Bero is “Born in London, Crafted in America, Enjoyed Worldwide.” Elsewhere, in tiny text, it reads, “Best served cold & with friends.”
It’s not just NA beer that shows promise, either. Solidcore founder Anne Mahlum has expressed enthusiasm for the alcohol-free space, investing in Apothékary, a wellness brand that includes spirit-free tinctures made from herbal ingredients among its diverse offerings. Last November, the brand scored a deal with Ulta Beauty Stores as the retailer’s first alcohol alternative product.
Elsewhere in the NA category are emerging brands like Free AF, a cocktail line featuring low-calorie, low-sugar and gluten-free drinks that counts Khloe Kardashian as a fan and Kin Euphorics, co-founded by Bella Hadid. A departure somewhat from the traditional NA space, Kin Euphorics leans into “functional magic,” including ingredients such as adaptogens and nootropics in its mood-boosting drinks.
“The mocktail industry is going to continue to become more robust,” Mahlum, a serial investor, told Athletech News last April. “People are really waking up — especially for those folks who work out — about how much alcohol is undoing all of the progress that they’re trying to make with the food that they eat and the work that they’re putting in the gym. I think I got into Apothékary at a great time, and I think they will continue to skyrocket over the next several years.”