BERO, a non-alcoholic beer founded by British actor Tom Holland, has secured its first retail listing with a launch in Selfridges.
Boxes of six of the beer will be stocked in the department store’s drinks aisle and chiller fridges, with BERO representatives offering in-store samples during select dates in April. The launch will be supported by OOH billboards around London and social media content.
The range, which was inspired by Holland’s three-year path to sobriety, includes three variants: Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat.
The listing with Selfridges marks the beginning of several UK milestones for the brand this year, with BERO announced as a sponsor of the Taste of London Food Festival in June and other activation moments planned.
Earlier this year, BERO secured a listing with the private members club, Soho House, following a launch in the US, with the beer selling out online one day after going live.
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.”
