How Tom Holland's Non-Alcoholic Beer Brand Bero Breaks Through with Brand Partnerships

Non-alcoholic beer brand Bero launched at the end of 2024, co-founded by actor Tom Holland, widely known for playing the latest Spider-Man. In the growing non-alcoholic beer market, Bero stands out not only for its celebrity co-founder and his sobriety journey but also for styles like European Pilsner, Hazy IPA, and Wheat Beer, positioning itself as a drink for a balanced lifestyle.

In 2025, Bero (rhymes with 'hero') debuted at Target stores, with first-year sales nearing $10 million. As distribution and sales networks expand, the company expects revenue to more than double this year. According to The Business Research Company, the global non-alcoholic beer market is projected to grow from $23.84 billion in 2025 to over $38 billion by 2030.

To accelerate growth, Bero's marketing strategy leans on partnerships with brands that represent an active, aspirational lifestyle. This year, Bero partnered with fitness studio chain Barry's. The collaboration, announced on July 2, features a limited-edition shake inspired by Bero's shandy line, available exclusively at Barry's Fuel Bars in the U.S. and U.K.

Bero's shandy line—created for Holland's partner Zendaya—launched at Target last month and expanded to retailers including Kroger, Publix, Erewhon, and Amazon on July 1. Holland also appears in a recent Chase Sapphire Reserve for Business ad, showcasing how the card supports his business ventures.

Marketing Dive spoke with Bero's Senior Vice President of Marketing, Jackie Widmann, about brand strategy, creative approach, and balancing B2C and B2B marketing. Widmann is Bero's fifth full-time employee, overseeing global marketing, communications strategy, and commercial launch plans.

The following interview has been edited for clarity and brevity.

MARKETING DIVE: How did the partnership between Bero and Chase begin and evolve?

JACKIE WIDMANN:We initially approached them with the hope of bringing Bero into Chase Sapphire airport lounges across the U.S., which seemed like a natural starting point for the partnership. Our consumers are busy professionals who often visit airport lounges before business trips or leisure travel.

We successfully expanded this into a larger program. During Wimbledon week last year, Chase sponsored two events in London. The first was a founder conversation between Tom and co-founder John Herman, exploring the origins and inspiration behind the brand. The second was a reception where Chase helped us connect with many of its high-end hotel and restaurant clients in its ecosystem, which presented excellent distribution opportunities.

How did Tom and Bero get involved in the Reserve for Business card ad?

Chase did not assign a celebrity face when launching the card. For us, it was an authentic opportunity to position Tom as a founder around the journey of building a business from scratch, showing how his idea to create a product for his younger self grew, while also highlighting the non-alcoholic beer space and our brand.

We worked closely with a globally recognized company like Chase to execute a marketing campaign that would not have been possible at this stage of our company. Just a year and a half in, partnering with someone like Chase to reach audiences through TV, streaming, airports, out-of-home, radio, and social across all channels is incredible.

This is just phase one. Over the next year, we will focus on planning, continuing to tell Tom's story as a founder, delving into challenges founders may face, and evolving the creative.

Regarding those receptions, how does the brand market to both consumers and the industry simultaneously?

Essentially, the message is the same, but slightly tailored to the audience. At the B2B level, with distributors, retailers, and on-premise partners, we tell the story of why Tom founded Bero, the brand's purpose, and our points of differentiation. But we are telling it to those who are also entrepreneurs—whether running a hotel, opening a new one, or keeping a bar or restaurant alive in a competitive industry.

At the B2C level, looking at the competitive landscape in beverages or broader consumer goods, new products are constantly emerging. For us, communication with consumers leans more into emotional storytelling.

Tom's sobriety story is powerful, but we are not only targeting those who are sober. We see that many consumers resonate with those seeking mindful indulgence and life balance, wanting a brand that represents their ideal lifestyle—a bit aspirational, a bit refined, but never preachy. The key is finding balance, conveying ideas about lifestyle and community that people want to join.

How do you drive growth through partnerships?

All our actions revolve around different pillars, and partnerships aim to tell the larger story of how Bero fits into people's lives, showing up authentically in places where people gather, travel, recover, and celebrate, offering more choices.

Padel Classicis a more intimate VIP event, but we also work at the local level, partnering with local padel clubs, and Bero is now available nationwide. We strive to make the product accessible to those who see us online and want to participate.

Barry's is another example. They value high performance and social connection, championing a 'work hard, play hard' ethos that aligns strongly with Bero.

Aston Martinis another. Being its official non-alcoholic beer partner reflects shared values of deep British roots, commitment to high-quality craftsmanship, pursuit of excellence, and creating luxury experiences.

How does marketing support the brand's positioning in consumers' lifestyles?

The key is redefining the conversation around non-alcoholic beer. Historically, creative and content in this category often emphasized what is not in the product, and we want to shift toward what you gain, receive, and feel when choosing Bero, emphasizing that you don't sacrifice quality, taste, and craftsmanship, while reinforcing the idea that non-alcoholic beer should deliver the expected flavor and experience.

In the new shandy line, we use the '100% Bero' message, highlighting that the product is 70% lemonade, 30% Bero, and 100% refreshing. It is a fun evolution of Bero offering consumers more occasions and ways to enjoy. Maybe you don't like IPA, but you might love our shandy. Through the umbrella concept of '100% Bero,' we attract new consumers and let them translate that experience into something personal, which is our goal.