On March 19, 2025, British actor Tom Holland's non-alcoholic beer brand, BERO, made a significant leap in its retail journey by securing its first listing with Selfridges, one of the UK's most prestigious department stores. This premium beer, inspired by Holland's personal journey toward sobriety, had already gained traction by selling out online shortly after its launch in the US, and now aims to expand its footprint in the UK market.
Consumers can now purchase BERO in boxes of six, available both online and in-store across Selfridges locations. Shoppers can find these offerings prominently displayed in the drinks aisle and conveniently located in chiller fridges, emphasizing accessibility and freshness. To promote this new listing, BERO representatives will conduct in-store sampling on select dates in April 2025, allowing customers to experience the unique flavors firsthand.
In a bid to further enhance its visibility, BERO has planned a series of out-of-home (OOH) billboards around London. Alongside this traditional advertising, the brand will leverage new social media content that encapsulates its core messaging: offering a balanced lifestyle without compromising on quality or taste.
The exclusive range includes three distinctive beers: the Kingston Golden Pils, named after Holland's hometown of Kingston Upon Thames, the Edge Hill Hazy IPA, inspired by his school, and the Noon Wheat, a tribute to his beloved schnauzer. Each variety is crafted to cater to diverse palates while ensuring a high-quality drinking experience.
John Herman, CEO of BERO, expressed his excitement about this milestone: “Securing Selfridges as our first UK prestige retail listing is a huge milestone for BERO. As a brand dedicated to redefining low/non-alcoholic beer, we’re thrilled to be joining the shelves of such an iconic retailer known for its innovation and outstanding quality. This partnership brings us one step closer to making premium, great-tasting non-alcoholic beer more accessible to consumers who refuse to compromise on flavour or experience.”
Earlier this year, BERO secured a listing with the exclusive private members club, Soho House, establishing an additional foothold in the upscale market. Following its successful launch in the US, where the beer reportedly sold out online in just one day, the brand is positioned for further growth.
With plans to sponsor the upcoming Taste of London Food Festival in June 2025, BERO is gearing up for a year of exciting activations and brand visibility. The festival will provide a perfect platform to showcase the brand's commitment to combining flavor and a sober lifestyle, making it an appealing choice for health-conscious consumers.
The launch of BERO epitomizes a significant shift in consumer preferences, with more individuals gravitating toward non-alcoholic options without foregoing taste. The aim is to provide a sophisticated solution for those seeking to enjoy social experiences without alcohol, reinforcing the brand's tagline of being "the Beer That Does Both." As such, BERO not only caters to sober individuals but also appeals to a broader audience eager for quality, refreshing beer.
As BERO continues to grow, the partnerships with major establishments like Selfridges and Soho House highlight the brand's trajectory toward becoming a staple in the non-alcoholic beverage market. The positive reception in both the US and UK markets serves as a promising foundation for BERO's future as it embarks on an ambitious path to redefine what non-alcoholic beer can be.
For more details on the range and upcoming events, customers can visit the official BERO website at berobrewing.com, where they can explore the journey of this innovative brand and the story behind its creation.
