BERO is a non-alcoholic beer company founded by Tom Holland. Jackie Widmann, SVP Head of Marketing and Commercial for BERO sat down with amNewYork to discuss the company and the role it can take in World No Alcohol Day, which took place on Oct. 2.
What inspired Tom Holland to create BERO?
After embarking on his own sobriety journey, Tom ultimately created BERO for his younger self. He felt that the existing NA beer brands weren’t cutting it, and he wanted to create a great-tasting brew that looked good, tasted even better, and fit into his day-to-day routine. Together with co-founder and our CEO John Herman, alongside our brewmaster, Grant, he set out to create something more than a drink – but instead a movement to redefine what modern beer culture can be. BERO was born from that vision – premium, purposeful, and always delivering on taste and integrity.
What does World No Alcohol Day mean to BERO?
World No Alcohol Day is an interesting one for BERO – it means that people are shining a light on a moment to choose non-alcoholic beverages, and it shows that the category is growing. Rather than centering on the lack of alcohol, we keep the focus on what every type of drinker gains from a BERO: great flavor, craft, and community. Whether this day or any other, we exist to create a premium, intentional drinking experience for anyone, anytime, anywhere.
What makes BERO a unique brand compared to other non-alcoholic beer brands?
What makes BERO different goes beyond what’s inside the can. It’s a true companion for your lifestyle. Our brewmaster, Grant Wood, brings decades of expertise to ensure our beers are true to consumer expectations. We brew with the same four ingredients and a standard brewing process to deliver depth, clarity, and the satisfaction of a beer that honors its craft. We wanted to create something that made it simpler to live your best life, so every detail from design to flavor reflects our conviction that beer should lift you up. With BERO in hand, you’re not settling, you’re getting the gold standard.
How does BERO Brewing support people who choose to live a sober lifestyle?
It’s been our commitment from day one to ensure that all those who choose BERO experience the very best and always feel included in the moment, inspired by our own founder’s journey. From aligning with cultural moments such as sports (tennis, padel, golf), to building community through collaborations with brands like Bumble, Chase, Vuori, and Happy Coffee, we’re normalizing choice in every social setting. Whether someone’s sober for one night, a month, or a lifetime, BERO is the gateway to limitless enjoyment – a beer that fits into your life, not the other way around.
Has partnering with stores like Target helped the company gain more visibility?
Absolutely. Being on shelves at Target has given us access to an audience of intentional consumers who value both quality and accessibility. It’s allowed us to meet our people where they already shop, and show that non-alcoholic doesn’t have to mean niche. They’ve been incredible partners to us, and the national footprint they’ve helped us establish has been huge in accelerating our growth and solidifying BERO as a leader in the category.
Are there any plans for future collaboration with other brands?
Yes, collaboration and connectivity with like-minded partners is intrinsic to who we are, and a great way to reach new consumers. This year, we teamed up with the likes of Bumble, Chase, Vuori, and so many more, including, most recently, Robert Downey Jr.’s happy Coffee on our LTO Coffee Draught. We just threw our first-ever BERO Block Party on October 18th at Santo Taco in SoHo – featuring food collabs, a live DJ, and giveaways from partners like The Infatuation, Vuori, Ayoh!, and Stellar Snacks. It’s our way of celebrating one year of premium progress and the community that’s made it all possible. We’ll continue exploring partnerships across sports, music, entertainment, and culture to keep pushing the limits on where non-alcoholic beer can show up for consumers.
BERO is sold in are Target, Amazon, Sprouts, and Total Wine. BERO has 4 flavors to choose from: Kingston Golden Pils, Edge Hill Hazy IPA, Noon Wheat, and Double Tasty West Coast Style IPA. The prices range from $14 to $65.
