When British actor Tom Holland shifted to a lifestyle of sobriety and balanced living a few years ago, he missed having something great to drink when out with his friends or in other celebratory settings. So he founded BERO Brewing, a premium non-alcoholic beer brand, that launched at Target earlier this year (and was our top-selling non-alcoholic beverage launch ever). Non-alcoholic beverages are a rapidly growing category within Target’s wellness space, so partnering with Tom as the first retailer to bring BERO to consumers made perfect sense. The brand launched with three varieties — Kingston Golden Pilsner, Edge Hill Hazy IPA and Noon Wheat, plus a variety pack featuring all three original flavors. Now the newest member of the BERO lineup, a West Coast-style IPA called Double Tasty, is here, bringing a fresh flavor to the premium, authentic beer experience fans fell in love with. We’re proud to be the first retailer to offer Double Tasty West Coast Style IPA along with an updated variety pack featuring all four current flavors.
We caught up with Tom to learn more about BERO, his journey as a brand founder and his partnership with Target.
Once you decided to found a premium non-alcoholic beer brand, how long did it take to create BERO?
Creating the brand took about a year. We started 2024 with brand and recipe development, which was about a six-month process. Once the name BERO was brought to the table, it felt like everything fell into place. The gold can felt like a huge breakthrough in terms of setting us apart from our competitors. The beer itself, or the “liquid gold” as I’ve joked about, took months to perfect. We tried countless samples and I’m so proud of what our brewmaster Grant and his team have created.
BERO currently has four varieties: Kingston Golden Pils, Edge Hill Hazy IPA, Noon Wheat and Double Tasty West Coast IPA. Do you have a favorite?
This is such a hard question to answer. I love them all for different reasons! The range and variety keep it really interesting. I love bouncing among them. I honestly couldn’t pick a favorite. I’ve loved seeing people try them all and review them online.
What’s something you’ve learned through the process of creating this brand?
I have learned so much building BERO, and it’s an ongoing journey for me. I think the biggest thing for me was learning about how much goes into building a brand — whether it’s the packaging design and naming, supply chain and logistics, sales and marketing strategy or product innovation — there’s so much thought that goes into every single decision. I’m grateful to have been a part of each discussion, and seeing how the different departments connect with each other has been so valuable for my understanding of the beverage industry.
Can you share any favorite personal touches relating to BERO?
We incorporated so many easter eggs into the story of the brand that tie to my personal life. The names of our first three flavors tie to my hometown (Kingston upon Thames), the school where I first studied (Edge Hill) and of course my little dog (Noon). Double Tasty is a phrase I’ve used with my closest mates for years. It’s what I say when something’s really good, like when a meal hits the spot or when I’m genuinely blown away by something. So when we were working on this beer, I took one sip and said “double tasty!” instinctively. And the name stuck.
Is there a story behind the trout icon on each BERO can?
Early on, we were exploring numerous icons that could represent BERO, and after seeing the trout as a contender I found myself going around Kingston and seeing it everywhere. The fish is found on the town crest and ties to the three original salmon fisheries that were in my hometown, but I don’t think I had ever realized how this logo was everywhere. Now I can’t unsee it. It’s everywhere and I love it.
What are you most proud of relating to creating BERO?
I’m proud that I’ve built something that feels truly authentic to who I am and what I’ve been missing. This isn’t a soda pretending to be beer. This is authentic beer that helps people like myself fit in.
Any feedback that has surprised you?
The most rewarding part of the experience so far is hearing from people who needed or wanted BERO as much as I did. The thought of helping folks who are exploring a life of moderation or are on the road to sobriety makes me feel really proud.
What do you want Target shoppers to know about the brand?
We want BERO to represent the new gold standard of beer. While our product is non-alcoholic, we invite all people to join our lifestyle brand that bridges moderation and pleasure to make non-alcoholic beer something that everyone can enjoy.
What makes BERO and Target a good match?
Target is always one of my first stops when I return to the States from the UK to restock on all my favorite items and to discover new ones. From our very first meeting with Target, it was very clear that we had a shared vision of the opportunities ahead of us and how we could meet consumer needs in the market. From that point forward, Target was all in on BERO and vice versa. Target is such a brilliant springboard for emerging brands, and I’m so excited to continue to be in partnership with them — especially as BERO’s profile expands nationwide and beyond.
Now that you’ve launched Double Tasty, what’s next for BERO? Will we be seeing even more new BERO varieties in the future?
We have a ton of excitement to come yet this year and beyond! Our biggest goal is to just keep telling our story so people know we exist. We are also learning new things every single day from our consumers and want to keep making the brand better! I love that about the consumer world. With film, once the film’s out, it’s out, and if people don’t like it there’s nothing you can do about it. But we are continuing to push BERO further and listen to our customers about their wants and desires. On the innovation front, we have a few exciting new styles that will be coming to the market throughout the year.
