BERO, the non-alcoholic beer founded by Tom Holland has expanded its retail offering through a new listing with the leading department store, Selfridges. Cans of the premium beer are available to shop online and in UK stores in boxes of six.
Consumers can find the beer in both the drinks aisle and chiller fridges, with BERO representatives on hand to provide in-store samples during select dates in April, while OOH billboards around London and new social media content will tell the story of BERO as the Beer That Does Both, allowing consumers to experience the joys of life without having to sacrifice anything.
The range, which was inspired by Tom’s three-year path to sobriety, has been crafted for those who seek a more balanced lifestyle without compromising taste or quality. With experienced brew master, Grant Wood providing unwavering commitment to refining the formula, consumers can choose from three classic beer styles:
- Kingston Golden Pils – Named after Tom’s hometown – Kingston Upon Thames – this is a fresh take on the bright and timeless, crisp European Pils.
- Edge Hill Hazy IPA – Named for Tom’s school where so many memories and lessons took place – this juicy New-England style brew is tropical, refreshing, and hop-forward.
- Noon Wheat – Named after Tom’s beloved schnauzer – the wheat is cloudy and classic with a perfect citrus finish.
The listing with Selfridges marks the beginning of many exciting UK milestones for the brand this year, with BERO also announced as a sponsor of the Taste of London Food Festival in June with other exciting activation moments planned for this year.
Earlier this year, BERO also secured a listing with the private members club, Soho House following a successful launch in the US – with the beer selling out online one day after going live initially, before a restock was required.
John Herman, CEO of BERO, said: “Securing Selfridges as our first UK prestige retail listing is a huge milestone for BERO. As a brand dedicated to redefining low / non- alcoholic beer, we’re thrilled to be joining the shelves of such an iconic retailer known for its innovation and outstanding quality. This partnership brings us one step closer to making premium, great-tasting non-alcoholic beer more accessible to consumers who refuse to compromise on flavour or experience.”
BERO is now available to shop online or in Selfridges stores across the UK. To find out more visit berobrewing.com
