Tag: Beer

Hollywood actor Tom Holland recently launched Bero, a non-alcoholic beer brand that positions itself at the forefront of a growing movement toward mindful drinking. In an industry now seemingly dominated by celebrity-backed drinks, Holland obviously isn’t the first to go this route, but he is one of the first to dedicate his efforts to a zero-proof beer brand, a decision that could reshape perceptions of sobriety and wellness in mainstream culture.

The global non-alcoholic beer market is expanding rapidly, valued at $21.94 billion in 2024 and projected to reach $31.99 billion by 2028, according to The Business Research Company. Holland’s move into this space, timed around cultural shifts and peak sober events like Dry January and Sober October, underscores the significance of his first-mover advantage.

“His celebrity status alone is enough to grab people’s attention and spark curiosity about the brand,” says Kyra Taurman, executive creative director at marketing intelligence firm Gradient, via email. “Being the first celebrity in this space gives him the chance to position himself as a leader in the non-alcoholic beer market.”

Holland’s personal connection to the brand strengthens its resonance. Having publicly shared his decision to quit drinking, the actor’s transparency adds credibility to Bero. Unlike celebrity ventures that feel disconnected from their owners’ lifestyles, Bero reflects Holland’s own values. Taurman emphasizes the importance of authenticity in the NA market: “Sobriety is too serious a topic for superficiality or insincerity. Tom has launched a brand that aligns with his lifestyle, making Bero relatable and trustworthy.”

This alignment stands in contrast to other celebrity-led alcohol ventures that have faced criticism for perceived contradictions. Taurman points to Jennifer Lopez’s recent launch of an alcoholic spritz brand, which drew skepticism due to her previously stated commitment to sobriety. By rooting Bero in his own experiences, Holland avoids such pitfalls and builds trust with consumers, particularly younger demographics.

The timing of Bero’s launch capitalizes on the generational shift in drinking habits, particularly among Generation Z. Members of this cohort, who drink 20% less than millennials on average, prioritize mental health and wellness. A World Finance report reveals that 86% of Gen Z consumers consider their mental health as significant as their physical health when evaluating alcohol consumption. This shift has created a growing demand for alcohol-free alternatives that allow for social rituals without compromising health.

“Gen Z wants real connections,” says Taurman. “They’re connecting over non-alcoholic adaptogens, spritzes and concoctions instead of regretting last night’s tequila. Non-alcoholic is a way to keep the social ritual alive without compromising their reputation or their health.” Bero’s positioning taps into these values, presenting itself as an everyday option rather than a substitute for special occasions.

To sustain its momentum, Bero will need to innovate and differentiate itself within the competitive alcohol-free market. Taurman suggests that collaborations beyond the traditional beverage space could help maintain its appeal. “Partnering with brands in tech, fashion or wellness could generate buzz and draw in new demographics,” she explains. Packaging also presents an opportunity. Eye-catching designs that tell a story could encourage consumers to choose Bero over more established brands like Heineken.

Engaging consumers through immersive experiences could further strengthen the brand’s presence. Taurman envisions customizable drink labs at events such as food expos or college campuses, where consumers can design their own non-alcoholic beverages. “This kind of experience leaves a lasting impression,” she says. These strategies would help solidify Bero’s place in everyday drinking culture, beyond seasonal boosts like Dry January.

Holland’s entry into the non-alcoholic beer market arrives as the sober-curious movement gains traction, amplified by celebrity endorsements. Sustaining interest, however, will require a commitment to innovation and alignment with the values of younger consumers.

Taurman predicts this trend will continue, with more high-profile figures entering the space: “Mixing sober curious consumers with celebrity-endorsed lifestyle products will only amplify the non-alcoholic market share.”