How Tom Holland’s nonalcoholic beer brand is riding the sober wave

FastCompany: At a restaurant in lower Manhattan in mid-June, actor Tom Holland holds court with influencers and publicists. But the sheer number of beverage industry insiders means that he isn’t here to promote his upcoming return to the big screen as Spiderman. He’s talking up Bero—the nonalcholic beer brand he started in 2024, two years after the actor’s successful dry January sparked an interest in a sober lifestyle. Holland isn’t the only one opting for nonalcoholic options: approximately 30% of Americans are reducing their alcohol intake, and alcohol sales have plummeted since 2020 .

Tom Holland [Photo: Bero/Chase] Meanwhile, the nonalcoholic industry–and Bero–is exploding. Holland and co-founder John Herman’s brand made nearly $10 million in its first year of sales, and its 2026 revenue is projected to more than double as distribution expands and the brand launches new products, such as its shandy line and tie-in with The Odyssey. “When we first started the company, if you would have said that we’d be closing a deal that opens over 3,000 doors in an evening, I would have laughed at you,” Holland says.

“To be there today is super exciting.” [Photo: Bero] The rising sober tide Whether protecting their livers or preventing a painful hangover, more consumers than ever are dodging alcohol ’s harmful side effects. As Americans search for alternatives, the market for nonalcoholic beer, wine, and spirits is exploding. Between 2021 and 2025, sales of zero-proof products grew by 111% and dollar sales went up by 159%, according to the Brewers Association , a trade group representing small and independent craft brewers.

Marten Lodewijks, president of drinks market analysis firm IWSR, attributes the growth in demand for nonalcoholic options to greater awareness of alcohol’s health drawbacks, inflation curbing spending on alcohol, and improving quality of non-intoxicating products. “When they first started to really take off, I think there was a view that this might just be a short-term thing, that it’s a bit of a fad,” Lodewijks says. “What’s been probably more surprising to the industry is the consistency and the longevity.” Beer leads the zero-proof market with over 500 brands in the US alone.

Independent brands like Athletic Brewing and Best Day Brewing l ed the charge, with big names like Heineken , Guinness and Samuel Adams following suit. To compete with “the big guys,” Lodewijks says dedicated nonalc companies need to focus on scaling their distribution efforts. With Bero, Holland and Herman have been intentional about scaling at retail while also stepping up presence in restaurants and bars. Bero launched online in late 2024 before hitting the shelves of 1,200 Target locations nationwide. As its retail profile grew, the brand also expanded to bars and pubs across the U.S. and the U.K.

While retail is still its key strength, Bero is widely available at New York staples like Soft Bar and Barfly. Now it’s been well-positioned to be part of the World Cup experience for soccer fans who don’t indulge in alcohol but enjoy the experience of watching with others at the local bar. “Football matches have a reputation for being a pretty boozy affair,” Holland says.

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The article discusses a high-profile celebrity entering the nonalcoholic beverage market, which is significant for brand strategy, while also tapping into a growing trend that resonates with health-conscious consumers.