Last month, actor Tom Holland debuted a new line of alcohol-free beer called BERO. To celebrate the newest entry into a rapidly growing category, family, friends and different members of the media were invited to BERO’s launch part at The Corner Store in New York City on Monday, October 21.
Once the doors opened promptly at 7p.m. I was met with trays filled with BERO’s three zero proof offerings: Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat. Personally, Noon Wheat was my favorite, and not just because it was named after Holland’s beloved schnauzer. The refreshing citrus taste immediately made me want to go grab a bathing suit and lounge at the beach and didn’t leave a weird chemical after taste in my mouth as most alcohol-free beers do.
In fact, all three BERO varieties were crisp, delicious and tasted just like regular beers. If I didn’t already know they were zero proof, I would think they actually contained alcohol.
A Toast to BERO
BERO comes to life through the shared partnership of Holland, CEO John Herman, consumer-led fund Imaginary Ventures and WME. Herman brings with him over 20 years of experience driving successful growth in consumer-focused categories, most recently within beverage as President of Nutrabolt – the makers of the C4 Energy.
After about an hour of mingling, trying the new BERO brews and enjoying some light bites, Herman kicked off the event with some words of gratitude.
“I just want to say a quick word of thanks to every single person here that was an early partner and who might be getting deliveries this week from us. Thank you for seeing the potential in our brand and for loving the liquid. We do too,” he said. “We’re ecstatic about the brand we’re building, and it really comes down to a few things: not only loving the brand and the story behind it, but without amazing liquid, it would actually all fall apart.”
Herman then introduced Grant Wood, Brewmaster for BERO, who noted some of the flavor features behind each beer.
“The Edge Hill Hazy IPA is a great beer with some great hop character, a little bit of mango and a little bit of that New Zealand hop,” he said. “And then the Noon Wheat, which is named after the little puppy, is a great light drinker with orange and lime. And then probably my personal favorite is the Kingston Golden Pils. I really wanted to get that European feel – that little touch of saaz hops that brings the center of Europe right into your glass.”
Holland ended the session by thanking everyone who came out to the launch event.
“I’d like to start off by saying that I’ve never quite got over the whole liquid thing,” he joked. “Every meeting was like, ‘The liquid! The liquid!’ And I’d look at my brother like ‘We’re making a fucking beer, right?’ But I just want to say thank you so much. This has been a real passion project for me, and it means a lot. To be here tonight and to see all the support – it really means the world.”
Enjoying Great Beer
The rest of the night was spent mingling and savoring all three brews. Currently, BERO is available for purchase and nationwide shipping at BERObrewing.com. The alcohol-free beer will also be rolling out early next year across Target stores nationwide. The 12 oz. cans will come in a range of pack sizes, including:
- 24-packs – Single Flavor ($54.98)
- 6-packs – Single Flavor ($15.98)
- 12-packs – Single Flavor ($29.98) and Variety ($33.50)
- 18-packs – Single Flavor ($44.98)
