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A new premium non-alcoholic beer has launched in the US, named Bero, crafted to tap into increasing consumer preference for no and low-alcohol options.

According to Bero, its team of US brewers developed the new product line with focus on craftsmanship – the result, an authentic beer that embodies the soul and history of the brewing tradition.

The line – which is the brainchild of British A-list actor Tom Holland – features three varieties, encompassing classic beer styles:

🍺 Kingston Golden Pils – a fresh take on the crisp European Pils

🍺 Edge Hill Hazy IPA – a juicy tropical, refreshing and hop-forward brew

🍺 Noon Wheat – a cloudy and classic beer with a citrus finish

Founder Tom Holland said: “After two years on my sobriety journey, I wanted to create something that reflected my lifestyle and values. This beer isn't just for those on a similar path, but for everyone who appreciates quality, craftsmanship and living life to the fullest. Bero delivers the taste and experience of a great brew, and never asks you to settle for less.”

Bero is the product of a shared partnership of Tom Holland, CEO John Herman, consumer-led fund Imaginary Ventures and Endeavor Group Holdings (WME).

Herman brings with him over 20 years of experience driving successful growth in consumer-focused categories, most recently as president of Nutrabolt, the makers of C4 Energy.

Herman commented: “In a world of excess, Bero represents a shift toward discernment. People are filtering out what doesn't add value and choosing things that enrich their lives. We believe that non-alcoholic beer can be more than just a substitute – it can be a bridge to a more balanced life and it can taste incredible. Bero is here to celebrate moderation without sacrificing pleasure, offering a lifestyle that everyone can aspire to.”

Logan Langberg, partner at Imaginary Ventures and Bero board member, added: “While the non-alcoholic beer category remains nascent, we believe it's poised for explosive growth over the next decade. The current market offers only a handful of compelling options, mostly from legacy players, and none truly embody a premium brand that exudes confidence and resonates with modern, health-conscious consumers. Tom has created Bero to fill that void, offering a high quality, but accessible alternative.”

Bero is available to purchase now on the company’s website and will roll out early next year across Target stores nationwide.