Inspired by one man’s journey to sobriety, BERO has turned the non-alcoholic drink sector on its head with the release of its premium non-alcoholic beers. From golden pilsners to hazy IPAs, CEO & Co-Founder John Herman discussed the journey, in a report by Imogen Ward.
As one of the latest companies to enter the segment, BERO has taken the non-alcoholic market by storm thanks to its unique take on full-flavoured brewing, proving that you do not need alcohol to deliver an exceptional beer.
Inspired by his love of beer and his own journey to sobriety, Co-Founder, Owner and actor extraordinaire Tom Holland took it upon himself to reinvigorate the non-alcoholic sector with the help of an experienced partner. As a long-time business operator and brand builder, John Herman was the perfect man for the job.
“I was already fascinated by the non-alcoholic sector, having noticed a large shift in the market as the sector continued to grow in popularity,” revealed Mr Herman. “Not only did Tom have a great vision, but he had a fantastic voice and a platform that could really help accelerate the brand’s position in the market.”
Establishing a strong brand
Mr Herman met Mr Holland when he was already a year and a half into his sobriety journey, and he became inspired by Mr Holland’s enthusiasm for the journey and his vision for a non-alcoholic beer that stood out for the right reasons.
“Tom had never felt better than when he eliminated alcohol from his life,” explained Mr Herman. “He still enjoyed the odd non-alcoholic beer but didn’t feel as though there was a brand that spoke to him. Either the quality was lacking, or the can sported a huge blue double zero that sought to single him out. There was a major gap in the market and Tom saw an opportunity to fill that space with something new and exciting.”
Mr Holland’s clear and visionary voice for the brand resulted in a natural infusion of distinctive British and American values. Born from this blend, were four distinct flavours.
The first three beers to emerge were Kingston Golden Pils, an award-winning, bold and refreshing pilsner; Noon Wheat, a light, citrus-kissed brew with an orange-lime twist; and Edge Hill Hazy IPA, a vibrant, tropical, hop-forward beer bursting with character and fun.
These flavours were an immediate success, with Kingston Golden Pils receiving the 2025 LA Spirits Award Gold Medal, and Noon Wheat taking home the 2025 Self Pantry Award.
The fourth instalment of BERO took a little longer to perfect, but the result was undeniably worth the wait.
“IPAs are really pertinent in the British and American beer space,” explained Mr Herman. “This inspired us to create our own West Coast style IPA, which is a critical style for the next generation of consumers. The Double Tasty has received fantastic feedback so far. It’s hoppy, it’s refreshing and in a blind taste test you wouldn’t even know it was non-alcoholic.”
BERO also wanted to make sure that sustainability was considered during the brewing process. The company chose to utilise maltose negative yeast, which not only helps retain the soul of the beer, but also avoids energy-intensive dealcoholisation, shortens fermentation times and reduces malt and water consumption. As a result, the carbon footprint of the brewing process is significantly lower.
The latest addition to the list, Double Tasty, also uses regenerative malt. By supporting regenerative agriculture, BERO is working hard to ensure a more circular economy for the longevity of the brewing industry and the ecosystems that support it.
With its current offering proving popular, BERO intends to expand its range further over the next year, with some beer-adjacent drinks.
“You can expect to see something a little lighter and summery this year,” teased Mr Herman. “Whether you’re sitting on the beachfront or playing a round of golf, this new limited-time offering will be the perfect refresher.”
A cut above the rest
When it came to branding, the partners worked hard to say goodbye to the sombre blue associated with non-alcoholic drinks. With gold significantly underrepresented in the market, BERO boldly claimed the colour as its own, turning it into a defining element of the brand.
“Tom was very clear from the beginning that he didn’t want blue anywhere near this brand,” said Mr Herman. “Blue connotes sadness and he wanted this to be a brand that made people feel happy, while also presenting as both premium and legacy.”
With branding solidified, the partners began gathering feedback to decipher how customers would respond to it, and the results were overwhelmingly positive.
“The response was phenomenal,” shared Mr Herman. “Potential consumers said the brand looked as though it had always existed. We set out to create a sense of legacy, and this feedback proved that we were on to a winner.”
Growing success
With the taste and packaging locked down, the brand began selling into the US market and became an instant hit, becoming the leader of the non-alcoholic beer category in the region for organic search trends on Google.
Seeing BERO’s success in the US, the company moved onto its next phase of growth: entering the UK market.
“We really wanted to launch BERO into the UK market early on,” shared Mr Herman. “This was certainly a challenge, but being British himself, Tom offered the brand a unique exposure, and it provided the boost we needed to ensure BERO’s success.”
Although still early days, BERO’s popularity in the UK market has continued to soar since the start of 2025. This has been accelerated recently by the news of its partnership with another quintessential British brand.
Motivated by Tom Holland’s passion for driving and his admiration of Aston Martin, BERO was proud to become the luxury British car manufacturer’s official Alcohol-Free Beer Partner.
The three-year partnership promises to spotlight BERO at key events and experiences across the globe
“Aston Martin’s core values mirror a lot of our own, and we are proud to have secured such a prominent partnership with a brand that epitomises luxury performance with meticulous craftmanship,” said Mr Herman.
With the next three years set to be filled to the brim with marketing opportunities and excellent brand exposure, Mr Holland and Mr Herman are looking forward to taking BERO to the next level.
“Expect expanded distribution in 2026,” said Mr Herman, in conclusion. “A lot of people love our website, but they want to see it in the stores and in their local pubs. So, we’re working hard to ensure that BERO’s consumers can shop for it at scale in their normal habit.
“Additionally, we intend to accelerate our marketing campaign with broader collaborations, new brand partnerships and some major top-of-the-funnel marketing moments to drive awareness and get the world talking about BERO.”
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