How Tom Holland’s nonalcoholic beer brand is riding the sober wave
At a restaurant in lower Manhattan in mid-June, actor Tom Holland holds court with influencers and publicists. But the sheer number of beverage industry insiders means that he isn’t here to promote his upcoming return to the big screen as Spiderman. He’s talking up Bero—the nonalcholic beer brand he started in 2024, two years after the actor’s successful dry January sparked an interest in a sober lifestyle.
Holland isn’t the only one opting for nonalcoholic options: approximately 30% of Americans are reducing their alcohol intake, and alcohol sales have plummeted since 2020.
Tom Holland [Photo: Bero/Chase]
Meanwhile, the nonalcoholic industry–and Bero–is exploding. Holland and co-founder John Herman’s brand made nearly $10 million in its first year of sales, and its 2026 revenue is projected to more than double as distribution expands and the brand launches new products, such as its shandy line and tie-in with The Odyssey.
“When we first started the company, if you would have said that we’d be closing a deal that opens over 3,000 doors in an evening, I would have laughed at you,” Holland says. “To be there today is super exciting.”
[Photo: Bero]
The rising sober tide
Whether protecting their livers or preventing a painful hangover, more consumers than ever are dodging alcohol’s harmful side effects.
As Americans search for alternatives, the market for nonalcoholic beer, wine, and spirits is exploding. Between 2021 and 2025, sales of zero-proof products grew by 111% and dollar sales went up by 159%, according to the Brewers Association, a trade group representing small and independent craft brewers.
Marten Lodewijks, president of drinks market analysis firm IWSR, attributes the growth in demand for nonalcoholic options to greater awareness of alcohol’s health drawbacks, inflation curbing spending on alcohol, and improving quality of non-intoxicating products.
“When they first started to really take off, I think there was a view that this might just be a short-term thing, that it’s a bit of a fad,” Lodewijks says. “What’s been probably more surprising to the industry is the consistency and the longevity.”
Beer leads the zero-proof market with over 500 brands in the US alone. Independent brands like Athletic Brewing and Best Day Brewing led the charge, with big names like Heineken, Guinness and Samuel Adams following suit.
To compete with “the big guys,” Lodewijks says dedicated nonalc companies need to focus on scaling their distribution efforts. With Bero, Holland and Herman have been intentional about scaling at retail while also stepping up presence in restaurants and bars.
Bero launched online in late 2024 before hitting the shelves of 1,200 Target locations nationwide. As its retail profile grew, the brand also expanded to bars and pubs across the U.S. and the U.K. While retail is still its key strength, Bero is widely available at New York staples like Soft Bar and Barfly.
Now it’s been well-positioned to be part of the World Cup experience for soccer fans who don’t indulge in alcohol but enjoy the experience of watching with others at the local bar.
“Football matches have a reputation for being a pretty boozy affair,” Holland says. “We can be present in those moments in bars, pubs, restaurants, hotels where people want to blend in and be part of that cultural, social experience, but don’t necessarily want to drink.”
[Photo: Bero]
A friendly neighborhood lifestyle brand
Bero’s presence alongside World Cup watch parties fits with the other ways Holland has worked to position it as a lifestyle brand for people who socialize around sports.
Since last year, Bero has hosted live events around sports like the first Bero Padel Classic in London in 2025. This year, as part of the brand and Holland’s partnership with Chase and its Sapphire Reserve for Business card, Bero brought the classic to Sherman Oaks, California, in April.
Outside events, Bero’s partnership with Chase has seen Holland take a starring role in ads about his journey as a founder for the business-focused credit card, which launched last summer.
“Our partnership with Tom Holland and Bero highlights the founder journey and what it really takes to run a business at scale,” Jenny Shum, general manager, small business card, at Chase said via email.
Whether through sports or casual sips, Holland says Bero is all about creating cultural moments of belonging.
“Bringing people together like that is exactly why we started the company,” Holland says. “The more events we can put on, the more people we can bring together and showcase our lovely beers, the better.”
