Tom Holland's NA beer brand lands at Target as retailer expands 'wellness' line
Tom Holland is going to Target.
The Spider-Man actor's newly launched nonalcoholic beer brand, Bero, has announced a partnership with Minneapolis-based Target, just in time for imbibers taking part in Dry January.
Holland, who co-founded the company with John Herman, dove into the world of nonalcoholic beers after tasting what's on the market during his path to sobriety.
"From the beginning, one of our biggest goals has been to align with an iconic retailer like Target, who time and time again acts as an incredible launchpad for emerging brands," Holland said this week in an announcement.
Bero launched in late 2024 as an online-exclusive company. Now, with an agreement that will have its drinks at most Target stores in the U.S., it's ready to take on bigger names in the space like Athletic Brewing, which Target also stocks along with nonalcoholic products from Heineken and Corona."This is an exciting brand, with amazing flavors and great prices,' says John Conlin, Target's Senior Vice President of Merchandising for food and beverage. He adds that nonalcoholic drinks have been a growth category for Target over the last five consecutive years. 'Consumer preferences are changing, and I'm incredibly proud of the way our team and the Bero team have worked together to give drinkers everywhere another option for enjoying time with friends or unwinding at the end of the day."
The addition of Bero is part of an expansion of products in the wellness space at Target, the company announced on Thursday. It's adding more than 2,000 new items in the category, including more than 600 that will be Target exclusives.
Meanwhile, Minnesota continues to be a haven for nonalcoholic drink options, with many of the state's breweries crafting popular options, including beers from Indeed Brewing, Bauhaus Brew Labs, Summit Brewing, Arbeiter Brewing, and others.
Bero will sell three six-pack varieties at Target, each priced at $11.99. All of them — Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat — will also be sold in a Target-exclusive variety pack
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