Tom Holland

Tom Holland’s Non-Alcoholic Beer Brand, Bero, Launches at Target Amid Growing Sobriety Trend

Target is embracing the growing demand for non-alcoholic beverages by introducing Tom Holland’s non-alcoholic beer brand, Bero, in approximately 1,400 of its US stores. The brand, which launched in October 2023, will be prominently featured in key store locations, signalling a shift toward more sober-curious offerings in response to changing consumer preferences.

Non-alcoholic beverages, including beer, spirits, and wine, saw a significant 27% increase in sales in 2023, totalling $818 million, with non-alcoholic beer leading the charge. Bero’s launch at Target comes as part of the broader trend of people – particularly younger generations – reducing or eliminating alcohol consumption. This shift follows recent warnings from the US Surgeon General, who emphasized alcohol as a preventable cause of cancer and suggested updated health warnings for alcoholic drinks.

Holland, who has been open about his personal struggles with sobriety, created Bero to offer an inclusive social option for those who wish to partake in social events without alcohol. The actor’s partnership with Target addresses a common complaint from fans – difficulty finding the brand in local stores. John Herman, Bero’s CEO, shared with CNN that availability at Target will make the product more accessible, expanding its consumer base.

Target is prominently displaying Bero on an aisle endcap
Target is prominently displaying Bero on an aisle endcap

Target has been actively expanding its non-alcoholic beverage selection, and Bero’s addition is seen as a strategic move in solidifying the retailer’s position in this growing category. The chain previously partnered with Sèchey to offer alcohol-free spirits and wines in 700 locations in 2023.

Bero’s premium packaging and lifestyle-forward positioning differentiate it from its competitors, such as Athletic Brewing, Heineken, and Anheuser-Busch, all of whom dominate the non-alcoholic beer market. Industry expert Nate Rosen highlighted that Bero’s branding may attract consumers who haven’t yet explored non-alcoholic beer options.

Bero is differentiating itself with its gold packaging
Bero is differentiating itself with its gold packaging

Currently, Bero is also available online, at select retailers like Sprouts Farmers Market, and at Soho House locations. Plans are in place to expand sales on Amazon, which will increase its reach in an already competitive market.

Despite the growing popularity of non-alcoholic beverages, they still represent only 0.7% of total alcohol sales at retailers. However, as more consumers seek healthier alternatives, the market for these products is expected to continue expanding.

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