BERO
BERO is a premium non-alcoholic beer company founded in 2024 by Tom Holland and CEO John Herman, offering multiple craft beer styles and a seasonal shandy line to sober-curious and health-conscious consumers via DTC, national retail, and on-premise partnerships.
- Company typePrivate
- Founded2024
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What BERO does
BERO (legal entity Bero Brewing, Inc.) is a premium non-alcoholic beer company co-founded by British actor Tom Holland, drawing on his personal sobriety journey, and John Herman, a former Nutrabolt executive serving as CEO. The company launched in late 2024 with three core beer styles — Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat — and has since expanded to a four-style core lineup with the addition of Double Tasty West Coast Style IPA and a limited-edition seasonal Shandy Collection. Its core technical differentiator is the use of maltose-negative yeast technology, which allows traditional brewing methods without dealcoholization, producing a fuller-flavored NA beer profile than competitors who remove alcohol post-fermentation.
The company operates a multi-channel go-to-market model: direct-to-consumer sales through its Shopify-powered website (berobrewing.com) with subscription and loyalty mechanics (Club BERO free tier and $55/year BEROMASTER paid membership), broad retail distribution at Target, Amazon, Kroger, Publix, Sprouts, Selfridges, and Ocado, and an emerging on-premise presence through partnerships with Nando's UK (450+ locations), Barry's (17 countries), and Thompson Hotels. Marketing leans heavily on Tom Holland's authentic sobriety narrative, celebrity-driven earned media, and event activations, exemplified by the Wimbledon 2025 Covent Garden pop-up that generated 750M+ impressions.
BERO targets sober-curious and moderation-focused Millennials/Gen Z consumers, health- and fitness-conscious buyers, and on-premise/hospitality guests seeking premium NA alternatives in social drinking occasions. Revenue scaled to nearly $10 million in the first full year (2024), and the company has stated a plan to triple sales to roughly $30 million in the subsequent year, supported by a $100M+ valuation achieved through a Paine Schwartz Partners PE investment via the BetterCo Holdings vehicle, on top of a $6.5M seed round from Imaginary Ventures and WME.
BERO firmographics
Firmographics- Name
- BERO
- Legal name
- Bero Brewing, Inc.
- Website
- https://berobrewing.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- BERO is a premium non-alcoholic beer company founded in 2024 by Tom Holland and CEO John Herman, offering multiple craft beer styles and a seasonal shandy line to sober-curious and health-conscious consumers via DTC, national retail, and on-premise partnerships.
- Ownership category
- akta.pro rank
BERO industry classification
Industry- Product category
- Non-Alcoholic Beer
- NAICS
- Soft Drink Manufacturing (312111), Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL)
- akta.pro secondary industry
- Packaging & Production Breweries (Limited/No On-site Service) (THAFALAB)
Keywords
Where BERO is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
BERO business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer Beer Sales: Online sales of non-alcoholic beer products through berobrewing.com, including 6-packs, 12-packs, 24-packs, and variety packs. Subscription option with 10% discount.
- Retail Distribution: Sales through national retail partners including Target, Amazon, Kroger, Publix, Sprouts Farmers Market, and UK retailers like Selfridges & Co and Ocado.
- Club BERO Membership (BEROMASTER): $55 annual premium membership tier offering exclusive Q&As with Tom Holland, 10% off every purchase, free shipping, priority access to exclusive events, member-exclusive products, and surprise giveaways.
- Merchandise Sales: Branded merchandise including apparel, accessories (koozies, coasters, keychains), and limited-edition collaboration items like the Lands' End Shandy Tote.
- On-Premise/Hospitality: Sales to bars, restaurants, and hotels including Thompson Hotels properties and Nando's UK locations for on-premise consumption.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single 6-pack pricing |
| Unit Pricing | Pay-as-you-go | 12-pack pricing |
| Unit Pricing | Pay-as-you-go | 24-pack pricing |
| Subscription | Monthly | Subscription pricing (Subscribe & Save) |
| Subscription | Annual | BEROMASTER Premium Membership |
Go-to-market motion3 records
Distribution channels13 records
Marketing channels9 records
BERO product offering
Product offeringCore offering
BERO is a premium non-alcoholic beer brand that produces and sells a portfolio of craft-style NA beers (Pilsner, Hazy IPA, Wheat, West Coast IPA, and seasonal Shandies) using proprietary maltose-negative yeast technology that retains traditional brewing methods without dealcoholization. The company distributes these beers direct-to-consumer through its Shopify online store, through national retail chains such as Target, Amazon, Kroger, Publix, Sprouts, Selfridges and Ocado, and through on-premise hospitality partners including Nando's UK, Thompson Hotels, and Barry's Studios. It also sells branded merchandise and operates a two-tier Club BERO loyalty program with a paid BEROMASTER premium membership.
Product overview
BERO is a premium non-alcoholic beer brand co-founded by actor Tom Holland and CEO John Herman, launched in late 2024. The core product portfolio consists of four distinct beer styles: Kingston Golden Pils (crisp lager), Edge Hill Hazy IPA (tropical hazy IPA), Noon Wheat (light citrus wheat beer), and Double Tasty West Coast Style IPA (bold West Coast IPA). These core styles are sold individually as 6-packs and 18-packs, or bundled in the Classics Variety Pack. BERO also offers a seasonal Shandy Collection featuring beer-lemonade blends in Daybreak and other variants. The company operates a two-tier loyalty program: Club BERO (free) providing basic rewards and free shipping thresholds, and BEROMASTER ($55/year premium tier) offering exclusive benefits including Q&As with Tom Holland, enhanced earning rates, and priority event access. Merchandise includes branded glassware (Spiegelau collaboration) and apparel. BERO is distributed through direct-to-consumer online sales, major retail partners (Target, Kroger, Publix, Sprouts, Amazon, Selfridges, Ocado), and on-premise locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Kingston Golden Pils A crisp, clean golden lager-style non-alcoholic beer with malty, biscuit, and herbal notes; BERO's flagship lager and a signature SKU sold in 6-packs, the Classics Variety Pack, and at major U.S. and UK retailers.
- Edge Hill Hazy IPA A juicy, hazy non-alcoholic IPA with tropical hop notes and a smooth, hop-forward finish; sold in 6-pack and 24-pack formats and through subscription.
- Noon Wheat A light, refreshing non-alcoholic wheat beer with crisp body, subtle sweetness, and an orange-lime finish.
- Double Tasty West Coast Style IPA A bold, citrus-forward non-alcoholic West Coast-style IPA with a piney finish, higher bitterness balanced by body, and a crisp finish; sold as 6-pack and 18-pack and included in the Classics Variety Pack.
- Classics Variety Pack A 12-pack or 24-pack containing three cans each of Kingston Golden Pils, Edge Hill Hazy IPA, Noon Wheat, and Double Tasty West Coast Style IPA; the curated way to experience all BERO core styles in one order.
- Daybreak Shandy A limited-edition seasonal shandy blending 30% BERO Kingston Golden Pils with 70% lemonade for a classic lemon-lime flavor; available as a single 12-pack and within the Shandy Variety Pack.
- Shandy Variety Pack A limited-edition 12-pack featuring multiple BERO Shandy variants (30% BERO beer, 70% lemonade) positioned for summer occasions, rooftop parties, and outdoor activities.
- BEROMASTER Premium Membership A $55/year premium paid membership in the Club BERO loyalty program; benefits include a $10 welcome credit, 10% off every purchase, free shipping on all orders, 2x reward credits on purchases, exclusive Q&As with Tom Holland, priority access to exclusive events, member-exclusive products, and surprise giveaways.
- Spiegelau x BERO Glasses A set of two tulip-shaped beer glasses produced in collaboration with Spiegelau, designed to maximize the flavor and aroma of BERO beers; sold as a standalone accessory on berobrewing.com.
- Lands' End Shandy Tote A limited-edition collaboration with Lands' End producing a bright yellow Shandy Tote bag; sold as an online exclusive on berobrewing.com.
Quantifiable outcome
- 92% week-over-week lift in UK orders during Wimbledon 2025 campaign
- +2 more outcomes
Companies that use BERO
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
BERO technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature1 record
BERO partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Nando'scoreUK partnership to stock BERO's non-alcoholic Kingston Golden Pils beer at over 450 Nando's locations for 12 months. Targets Millennial and Gen Z consumers seeking mindful drinking options and coincides with Nando's summer menu refresh.
- Barry'scoreGlobal U.S.-UK cross-market partnership making BERO the official non-alcoholic beer of Barry's studios present in 17 countries. Includes post-workout recovery experiences, limited-time Fuel Bar offerings, and cultural activations throughout 2026.
- Thompson HotelscorePartnership with Hyatt-owned Thompson Hotels brand to create distinct beverage experiences. Includes a three-city dinner series in Savannah, Denver, and Dallas, plus year-long BERO partnership launching January 2026.
- Lands' EndminorCollaboration on limited-edition Shandy Tote - a bright yellow tote bag in Lands' End's timeless style, sold as online exclusive merchandise.
- SpiegelauminorPartnership with Spiegelau to create branded tulip-shaped beer glasses designed to maximize flavor and aroma for BERO beers.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
BERO competitors and assessment
Company assessmentBroad incumbents
- Heineken 0.0: Mass-market non-alcoholic lager from a global brewing incumbent, distributed in nearly every major grocery and on-premise account. Competes with BERO for the same NA beer occasion but at scale and lower price point.
- Lagunitas IPNA (Heineken-owned): Non-alcoholic India Pale Ale from a major craft brewery owned by Heineken. Targets the same NA beer drinker with a hop-forward style that overlaps with BERO's Hazy IPA and West Coast IPA SKUs.
- Bud Light / Budweiser Zero (AB InBev): Mainstream NA beers from the world's largest brewer with near-universal retail distribution. Competes head-to-head with BERO on shelf but lacks BERO's craft/premium positioning and celebrity founder narrative.
Emerging players
- Two Roots Brewing Co. NA craft brewer focused on lagers, ales, and stouts using specialized de-alcoholization. Overlaps with BERO on product format but uses a different production technique, giving BERO a process differentiation angle.
Direct peers
- Partake Brewing: Early-mover craft NA brewer offering non-alcoholic IPAs, lagers, and pale ales via DTC and grocery. Closely comparable to BERO in lineup size, premium positioning, and sober-curious consumer targeting.
- Surreal Brewing Company: California craft NA brewery producing IPAs, lagers, and stouts sold via DTC and grocery. Comparable to BERO in product format, brewing methods, and US craft channel positioning.
- Athletic Brewing Company: Leading US craft non-alcoholic brewer offering a broad lineup (IPAs, lagers, golden, wheat) through nationwide grocery, DTC, and on-premise channels. Direct comp to BERO across product format, target consumer (sober-curious / fitness), and premium positioning.
- Big Drop Brewing Co. UK-based craft non-alcoholic brewery producing a wide range of styles and distributed in grocery and pubs. Direct comp to BERO in the UK market where BERO is actively expanding (Selfridges, Ocado, Nando's).
- Nirvana Brewery: UK pioneer in non-alcoholic craft beer distributed in supermarkets and pubs. Comparable to BERO on category, geography, and beverage retail channels.
- Mash Gang: London-based craft NA brewery with a hip, design-forward brand and DTC + on-premise presence. Closely comparable to BERO on UK craft positioning, target demographic, and bar/restaurant accounts.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
BERO social profiles
Digital presenceBERO financial estimates
Financial estimateRevenue estimate
Valuation estimate
BERO leadership team
Management profileNumber of profiles
Profiles2 records
BERO funding detail
Funding detailFunding overview
Funding rounds1 record
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BERO M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about BERO
What does BERO do?
BERO is a premium non-alcoholic beer brand that produces and sells a portfolio of craft-style NA beers (Pilsner, Hazy IPA, Wheat, West Coast IPA, and seasonal Shandies) using proprietary maltose-negative yeast technology that retains traditional brewing methods without dealcoholization. The company distributes these beers direct-to-consumer through its Shopify online store, through national retail chains such as Target, Amazon, Kroger, Publix, Sprouts, Selfridges and Ocado, and through on-premise hospitality partners including Nando's UK, Thompson Hotels, and Barry's Studios. It also sells branded merchandise and operates a two-tier Club BERO loyalty program with a paid BEROMASTER premium membership.
Is BERO a public or private company?
BERO is a private company. It is classified as venture growth investor backed and is currently operating.
When was BERO founded?
BERO was founded in 2024. It employs 1 to 10 people.
Where is BERO based?
BERO is headquartered in New York, United States, in the North America region.
How does BERO make money?
Five revenue lines are on record. Direct-to-Consumer Beer Sales are the primary driver. The others are retail Distribution, club BERO Membership (BEROMASTER), merchandise Sales and on-Premise/Hospitality.
Who are BERO's main competitors?
Broad incumbents on record are Heineken 0.0, Lagunitas IPNA (Heineken-owned) and Bud Light / Budweiser Zero (AB InBev). Two Roots Brewing Co. is listed as an emerging player. Direct peers are Partake Brewing, Surreal Brewing Company, Athletic Brewing Company, Big Drop Brewing Co., Nirvana Brewery and Mash Gang.
Does BERO have an API?
No public API is recorded for BERO.
What industry is BERO in?
BERO's product category is Non-Alcoholic Beer. Its primary akta.pro industry code is CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.), with a secondary code of THAFALAB, Packaging & Production Breweries (Limited/No On-site Service). Its NAICS code is 312111 and its SIC code is 2080.