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A New Nonalcoholic Beer Brand Takes Inspiration from a Superhero
A new player in the nonalcoholic beer market is making waves by incorporating a comic book superhero into its branding strategy. However, the real secret to its success may lie in the expertise of a seasoned alcohol industry veteran.
Bero, the brainchild of actor Tom Holland of Spider-Man fame, entered the market in October with a trio of beers that pay homage to his British roots. With alcohol content below 0.5% ABV, the lineup includes Kingston Golden Pils, Noon Wheat, and Edge Hill Hazy IPA.
Recently, Bero’s products hit the shelves at Target stores and on Amazon, significantly expanding its reach to consumers nationwide.
The Brewing Maestro Behind Bero
Grant Wood, the master brewer at Bero, brings over four decades of experience in the beer industry to the table. Having held key positions at Boston Beer and founded Revolver Brewing Company in 2012 (later acquired by Tilray), Wood’s industry foresight led him to join Bero. He recognized the untapped potential for major alcohol players to capitalize on the nonalcoholic beer segment back in 2018 when Athletic Brewing made its debut.
Wood’s vision for the category’s growth attracted him to the startup. Despite facing initial skepticism, he believed that crafting nonalcoholic craft beers could revolutionize the market. His retirement in 2020 was short-lived as Bero’s CEO, John Herman, a seasoned CPG executive, lured him back into the game in 2023 with an enticing proposition.
Wood’s approach to brewing at Bero is straightforward and traditional, emphasizing simplicity and quality akin to regular breweries.
Innovating Nonalcoholic Beer from the Ground Up
Unlike other nonalcoholic brews that strip alcohol from finished beer, Bero’s unique approach involves crafting beer that is inherently nonalcoholic from the outset. Wood explains that this method preserves fermentation characteristics without the need for artificial additives.
Entering a rapidly growing market, Bero joins a segment projected to reach $23.9 billion by 2025, with an annual growth rate of 9.3% through 2030.
Crafting Alcohol-Free Brews with Taste in Mind
Holland’s personal journey of sobriety inspired the creation of Bero, driven by a desire for flavorful alcohol-free craft beers. Wood reveals that the actor’s preference for European lagers and IPAs influenced Bero’s flavor profile, which underwent rigorous testing to perfect the hop character.
Changing consumer trends, such as increased interest in beverage ingredients and the rise of cannabis products, are steering younger demographics away from traditional alcoholic beverages. Wood notes that while major beer producers offer nonalcoholic versions of their flagship beers, their commitment to the category may not be as robust as Bero’s.
Looking Ahead
With decades of industry experience under his belt, Wood anticipates further innovation from Bero in response to evolving consumer preferences. While the company currently focuses on nonalcoholic beer and brewing, Wood hints at potential future expansions in response to market demands.
Wood emphasizes the importance of strategic innovation and consumer-centric choices, positioning Bero as a trailblazer in the nonalcoholic beer landscape.