Bero is heading to Barry’s.
The beverage brand, cofounded by Tom Holland in 2024, has become the official non-alcoholic beer partner of the high-intensity fitness franchise in the U.S. and the U.K. According to the official press release, this partnership will include limited-edition drinks offered at the Barry’s Fuel Bar, as well as in-person activations focused on post-workout recovery.
Bero by Tom Holland, a line of nonalcoholic beer.
“Barry’s creates an environment where people push themselves and each other to be their best,” said Holland in the press release. “That spirit naturally aligns with why we built Bero. We wanted to give people a premium beer experience that fits the way they live, whether they’re training hard or spending time with friends at the pub. This partnership brings those experiences together in a way that allows you to show up 100 percent, no matter where your day takes you.”
Crafted in America and priced at $14 per six-pack, Bero offers two IPAs, Double Tasty West Coast Style and Edge Hill Hazy, as well as two additional styles, Kingston Golden Pils and Noon Wheat. Each premium beer is 0.5 percent alcohol by volume or less.
The news of this partnership comes amid the month-long sober movement called “Dry January,” in which many challenge themselves to go alcohol-free for four weeks starting New Year’s Day. In the past, the hard-set goal has led to long-term lifestyle changes, whether its transitioning to completely sober, like Holland, or “California sober.” As a result, the demand for alcohol-free beverages has increased.
Bero is just one of the many brands powering the alcohol alternative drink market today. Others include Lewis Hamilton’s brand, Almave, and Seedlip, one of the original pioneers of the category.
Cofounded by Hamilton and renowned distiller Iván Saldaña of Casa Lumbre Spirits, Almave debuted with two tequila alternatives, Ámbar and Blanco, in 2023, both of which follow the same development process as the classic alcoholic spirit would. In August, the brand added to its spirit menu with its first mock mezcal called Humo. Like the alcohol-free tequila, Humo boasts the same dynamic flavors and smoky aromas of the traditional spirit, just without the alcohol.
Barry’s has been collaborating with its fair share of celebrity wellness brands as of late. Last year, the exercise studio joined forces with Kourtney Kardashian’s Lemme to create a $15 Tone Shake, made with plant-based protein powder, pure coconut water, fruit, ginger and amino acid L-carnitine. A few months later, Barry’s teamed up with Khloé Kardashian for the launch of her protein popcorn Khloud.
