Actor Tom Holland is marking a week of milestones, celebrating both his birthday on June 1 and the nationwide launch of a new variety from his non-alcoholic beer brand, Bero. The latest offering, a West Coast-style IPA called “Double Tasty,” will be introduced at Target stores across the United States and is expected to reach additional retailers in the coming months.
Brewed with Colorado malts and a trio of hops sourced from the western U.S., Double Tasty delivers the hoppy bitterness characteristic of IPAs, with flavor notes of citrus, grapefruit, and passionfruit.
Launched in October 2024, Bero was co-founded by Holland and CEO John Herman, debuting with three core styles: a pilsner, an IPA, and a wheat beer. According to Herman, the brand’s premium positioning, emphasis on flavor development, and Holland’s publicly documented journey with sobriety have helped the company connect with consumers. Repeat purchase rates currently exceed 30%, a figure Herman attributes to Bero’s authenticity.
“People are seeing it as being true to his story,” Herman said in a virtual interview. “They’ve followed him for years on his sobriety, and because of that, when we brought this non-alcoholic beer to market, people understood that it wasn’t just a marketing ploy.”
A Growing Non-Alcoholic Beer Market
The release of Double Tasty comes amid rapid growth in the non-alcoholic beer segment. Market research firm IWSR projects that non-alcoholic beer will surpass ale to become the world’s second-largest beer category by volume in 2025. The surge has been driven largely by Gen Z consumers who are opting for reduced alcohol consumption, though most buyers of non-alcoholic beverages still drink alcohol. This has given rise to a trend known as “zebra striping,” in which drinkers alternate between alcoholic and non-alcoholic options during social events.
Bero initially focused on online sales, but quickly secured distribution at major retailers, beginning with Target and expanding to chains like Sprouts and Total Wine. On Amazon, Bero has become the top-selling non-alcoholic beer, according to Herman.
The company has also increased its physical presence through event sponsorships and hospitality partnerships. Bero has appeared at high-profile venues and events including the Masters golf tournament, Formula One’s Miami Grand Prix, and Soho House clubs in the U.S. and U.K. The brand is now targeting placement in bars and restaurants in key markets such as New York and Los Angeles.
Holland’s Role Remains Central
Holland’s active promotion of Bero through social media—where he boasts nearly 63 million Instagram followers—has helped amplify the brand. Earlier this year, the actor made headlines when he was initially denied while attempting to buy Bero using a U.K. ID at a Target store.
In a prepared statement, Holland described Bero as “a premium option that could seamlessly fit into your lifestyle, show up in any setting and always leave you feeling your best.” He called the launch of Double Tasty both “surreal” and “natural,” noting that the brand aims to offer people more variety not just in beer, but in life.
While Holland remains a key figure in Bero’s marketing efforts, Herman acknowledged that his involvement may become more limited due to upcoming film commitments. Holland is scheduled to begin production on Spider-Man: Brand New Day and The Odyssey, a film directed by Christopher Nolan.
“For now, Tom’s involvement is kind of integral,” Herman said. “Over time, I think he’ll always be part of the brand, but the brand will really exist to stand more and more on its own.”
Bero’s expansion reflects a larger cultural shift, as consumers increasingly seek out alcohol-free options that maintain taste, experience, and lifestyle appeal—values the brand aims to champion as it scales.
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