Tom Holland is sober. During an interview with Jay Shetty last year, the Spider-Man actor revealed his decision to give up drinking for Dry January in 2023, then for good.
So what’s he doing launching his own beer brand?
Well, the new project, called Bero, taps into the industry’s hottest trend: non-alcoholic beer.
Tom Holland’s new beer brand, Bero, launches with three non-alcoholic styles.Bero
“Equally familiar and completely new”
First revealed by Holland via Instagram, Bero launches in the US with “three brews equally familiar and completely new,” the official account says.
As for specific styles, that means a pilsner, citrus wheat beer and hazy IPA, each arriving in 12-ounce cans and available for purchase online ($16 per 6-pack). A mixed variety pack costs $34 and comes with four cans of each style.
Holland has been openly transparent about his journey with sobriety over the last two years, citing improved mental health and overall well-being as reasons for quitting booze for good.
“This journey has been deeply personal to me,” the actor said in an email to fans who signed up for Bero’s distribution list on the brand’s website. “We wanted to craft an alternative that brings all the sophistication and flavor of the best craft beverages, while offering something a little different.”
Holland also said the project has been in development for the “past year.”
According to Bero’s website, the actual beer-making was overseen by Grant Wood, an industry vet whose CV includes a senior brewmaster role at Samuel Adams. Higher brewing temperatures and a special maltose-negative yeast are cited as two factors that make Bero stand out in a rapidly saturating market.
Low alcohol, high demand
Non-alcoholic has been around for years, of course, but the category has recently exploded in popularity. In fact, it represents one of the few areas of growth in an industry struggling to cope with the rise of moderate drinking.
Since 2020, NA sales have tripled during Dry January, with brands like Athletic Brewing leading the way in converting one-month customers into year-round drinkers. Total NA sales are up nearly 30 percent through 2024 alone.
NA sales have exploded in recent years, prompting plenty of new releases from companies as diverse as Patagonia (yes, the outerwear manufacturer).Photo by Jack Seemer for Gear Patrol
As a result, Holland is far from the only interested party looking to capitalize on the trend. Established breweries from Firestone Walker to Michelob Ultra have new takes on the category. So, too, do non-endemic companies like Patagonia, which partnered with Deschutes for the first certified organic non-alcoholic craft beer in the US.
All to say, Holland may be the newest member to join the NA family. But if our Spidey-senses can be trusted, he certainly won’t be the last.
