Bero, a new brand in the nonalcoholic beer space, made its debut in October with three beers inspired by Spider-Man star Tom Holland’s British heritage. The three varieties, each under 0.5% alcohol-by-volume, include Kingston Golden Pils, Noon Wheat, and Edge Hill Hazy IPA. These beverages have recently expanded their reach to nationwide consumers through Target stores and Amazon.

Grant Wood, the brewmaster at Bero, brings 40 years of beer category experience to the company. With previous roles at Boston Beer and Revolver Brewing Company, Wood’s foresight of the nonalcoholic beer category’s growth led him to join the startup. He noticed an opportunity for alcohol giants to capitalize on the nonalcoholic beer market back in 2018 when Athletic Brewing made its debut. Despite initial lack of interest from industry players, Wood’s expertise and experience have been invaluable to Bero’s success.

Wood retired in 2020 but was drawn back into the industry by Bero CEO John Herman in 2023. Herman, a CPG veteran, offered Wood the opportunity to join a nonalcoholic beer startup with a celebrity, an offer that Wood couldn’t refuse. The simplicity of Bero’s brewing process, aiming to develop beer that is nonalcoholic from the start, appealed to Wood’s brewing philosophy.

Compared to other nonalcoholic brews that remove alcohol from brewed beer, Bero focuses on maintaining unique fermentation characteristics without needing to add them back in. This approach sets Bero apart in the growing nonalcoholic beer market, which is projected to be worth $23.9 billion by 2025, growing annually by 9.3% through 2030.

Holland’s inspiration to launch Bero stemmed from his two years of sobriety and the desire for alcohol-free craft brews that don’t compromise on taste. Collaborating with Wood, Holland sampled numerous test brews to determine the characteristics of Bero’s beers, including the hop character they should contain. The wider legalization of cannabis products and growing interest in beverage ingredients are driving young people away from alcohol, according to Wood.

While large beer producers may offer zero-proof varieties as a ‘me too’ line extension, Bero is fully invested in providing consumers with high-quality, nonalcoholic craft brews. Wood’s industry experience has given him insight into navigating changing trends and the importance of conscious innovation. Bero sees itself as a nonalcoholic beer and brewing maker, with potential for future innovation and expansion.

In conclusion, Bero’s unique approach to nonalcoholic brewing, coupled with the expertise of industry veteran Grant Wood, positions the brand for success in the rapidly growing nonalcoholic beer market. With a commitment to quality and innovation, Bero aims to meet the evolving demands of consumers seeking nonalcoholic alternatives without compromising on taste or experience.