Shifting from a lesser alternative to a luxury choice, the non-alcoholic beer space has evolved into a drinks category in its own right. At the helm of this new era, BERO offers a premium product that provides the same beloved craft, world-class flavor, and social energy of beer without the unwanted consequences. We pour a pint with CEO and co-Founder, John Herman.
A NEW PREMIUM BEER EXPERIENCE
In the summer of 2023, actor Tom Holland opened up about his decision to stop drinking alcohol, a conversation that subsequently sparked a movement in the drinks market as he went on a journey to create his own non-alcoholic (NA) beer.
This sector has witnessed a growing presence in the beverage landscape over the last decade, whereby NA beer has transformed from a secondary choice into a popular go-to in bars, restaurants, and homes across the globe.
Representing a cultural beverage movement, consumers are now drinking with more intention, balance, and a real desire for quality without sacrifice.
“While NA beer, like so much fueling the consumer-packaged goods (CPG) space today, started in health and wellness, it has quickly evolved beyond that,” opens John Herman, co-Founder and CEO of BERO.
“What used to be a ‘lesser’ alternative is now a premium choice, driven by consumers who want flavor, craft, and connection without the downside of alcohol.”
Now a leader in premium NA drinks thanks to the work of its two creators, BERO’s founding vision was simple – to brew NA beer that doesn’t feel like a sacrifice.
LEVERAGING PASSION AND KNOWLEDGE
Upon early exploration into the NA space, Holland quickly realized there was a huge gap between what people wanted and what the category was delivering.
At the same time, Herman had similar thoughts from a brand and consumer lens, where people were looking for balance, inclusion, and products that match the way they live.
“Honestly, it was just an opportunity to create something that made the category aspirational and cool in order to attract new customers. That alignment and those opportunities are what sparked the beginning of the company,” Herman reveals.
Together, the co-Founders shaped a beer line-up that reflects the expectations of modern consumers, ranging from a European-style pilsner to great IPAs – all elevated, intentional, and globally inspired.
“Tom brought a deeply personal perspective on belonging and authenticity; I brought experience in building premium lifestyle and CPG brands while also understanding what modern consumers expect and, of course, how to get the product to market,” he expands.
This winning combination gives the company’s products both authenticity and ambition, which can be felt by the company’s global consumer base.
“BERO is the result of two people seeing the same opportunity from different angles and deciding to build something better. The momentum we’re witnessing now tells us the world was more than ready for it,” Herman insights.
SAME TASTE, DIFFERENT EXPERIENCE
With the NA beer category growing exponentially over the last five years, BERO is set apart by the fact that it never actually set out to make what was considered a ‘good’ alcoholic beer.
“We set out to make a great beer full-stop, which happens to be at <0.5 percent – that mindset shapes everything,” Herman states.
By utilizing maltose-negative yeast, BERO maintains traditional brewing methods while also keeping the beer at a negligible alcohol percentage. Significantly, this method omits the need for dealcoholization or stripping out flavor.
Such careful consideration in the crafting process means the brand’s products can stand shoulder-to-shoulder with not only other NA beverages, but the best beers in the world.
BERO is further distinguished by its status as a premium global lifestyle brand rather than a functional NA product.
“The design, storytelling, partnerships, and communities we show up for all ladder into something more aspirational. Consumers immediately feel the difference when they pick up a can or see us in the world.”
BERO’s flavor profiles stand on equal level with top alcoholic beers thanks to the company’s first hire – a brewmaster with an incredible legacy, which was tapped into to make drinks consumers love and enjoy.
“We’re creating beers people want to drink for the experience, not just for the absence of alcohol.
“In a fast-growing category, BERO stands out because we’re not chasing the trend – we’re building the future of what premium NA beer should be,” Herman impassions.
“In a fast-growing category, BERO stands out because we’re not chasing the trend – we’re building the future of what premium NA beer should be”
John Herman, CEO and co-Founder, BERO
POURING THE PERFECT PINT
BERO is promoted as the perfect balance between pleasure and moderation – a strategy which started with a simple truth – people don’t want to choose between feeling good in the moment and feeling good the next day.
“Modern consumers want both, and they expect brands to meet them there,” Herman attests.
“The pleasure is real – proper brewing, real craft, premium design, and world-class flavor profiles. The moderation is effortless; you get the social energy, ritual, and taste without the downsides.”
Indeed, BERO is not trying to define new beer drinking occasions but instead tapping into those that have existed throughout history, unlocking vast groups of people trying to live with more intention but still wishing to find pleasure in drinking.
To appeal to health-conscious consumers, the brand leans into authenticity rather than preaching, as its approach is more lifestyle-driven rather than clinical and advisory.
“We show people enjoying BERO in the moments that matter – an afternoon with friends, a weeknight dinner, between meetings, or a party where they want clarity without feeling left out. It’s about empowerment, not restriction,” Herman urges.
For a generation that increasingly cares about performance, wellness, and belonging, BERO fits naturally into that rhythm, allowing consumers to stay sharp and social while still enjoying something that feels premium.
“That’s the balance we’re building the brand around, and it’s resonating everywhere we show up.”
BRITISH IDENTITY, AMERICAN CRAFT
‘Born in London, Crafted in America, Enjoyed Worldwide’ isn’t just a motto for BERO, but the foundation of the brand.
BERO blends the attitude and heritage of modern British culture with the scale, innovation, and flavor ambition of the American craft beer movement – giving the beer a universality that travels across the globe.
“The British side brings a sense of character, wit, inclusivity, and understated style. It’s that London energy – creative, international, effortlessly cool – that shapes our brand worldwide.
“The American craft influence shows up in our brewing – bigger flavor expression, richer profiles, and a relentless focus on quality and technique,” Herman details.
Together, these two worlds create beers that feel familiar but elevated, classic but modern.
For instance, BERO’s Kingston Golden Pils has a crisp European backbone with a brighter American finish.
Its IPAs, meanwhile, bring West Coast and New England-style craft to create more expressive hop profiles.
“The result is a line-up that feels both at home but also differentiated around the world – culturally rooted but globally resonant.
That’s the power of combining British identity with American craft – the beer becomes universal, and BERO becomes a brand the world can connect to.”
CLUB BERO
BERO clearly recognizes that today’s consumers are not looking for pure-play products but rather experiences that can be shared with those close to them.
With this in mind, it launched CLUB BERO, a membership group where its most engaged fans, creators, chefs, and partners come together to shape the brand.
“CLUB BERO is our way of building something deeper than a customer base. We’re building a community around intentional living, premium taste, and the culture that sits around this new wave of NA drinking,” Herman prides.
Those in the club obtain a BEROMASTER membership, a top-tier community in the NA space as members gain exclusivity to early drops, limited releases, small-batch experimental brews, and early access to collaborations.
However, the real value of BEROMASTER can be found in the abundance of experiences on offer, such as invites to private events, tastings, partner experiences, and curated moments where the brand truly comes to life.
The membership also acts as a direct line to team feedback loops, co-creation, and a role in the evolution of BERO.
Although still in its early days, BEROMASTER has already helped inform flavors, packaging tweaks, merchandise, and even launch markets.
It is hoped the community will become brand and loyalty-defining, driving exclusive and limited moments.
“CLUB BERO is our cultural engine; BEROMASTER is the inner circle. Together, they let us build something that feels personal, premium, and global – exactly the kind of modern lifestyle brand we set out to create,” Herman tells us.
SHAPING THE FUTURE OF BEER
As the NA beer sector enters the mainstream over the next five years, Herman believes it will become an everyday choice rather than the alternative option consumers reach for.
“As the category increases in momentum, it will become a normal, automatic part of how people drink, particularly as consumer behavior is shifting fast, and the taste has finally caught up to the promise,” Herman attests.
The beverage sector is also seeing NA beer move from a functional space into a premium lifestyle product.
“People aren’t looking for products that simply remove alcohol; they’re looking for brands that match how they live – design-forward, culturally relevant, and globally inspired. It stops being about what’s missing and becomes fully about what you gain.”
As this movement evolves, brands that show up in the right cultural moments – such as sporting, music, and luxury events, alongside hospitality, travel, and wellness – are the ones who will define the space.
This is where BERO comes in, as it will shape the next era of the NA drinks space. The company is proving what <0.5 percent beer can be with a level of craft, flavor, and design that stands up to the best beers in the world, supported by a global lifestyle brand and innovative partnerships.
Analysts estimate that NA beers will represent 20 percent of the broader alcoholic beverage market in coming years, and for this to materialize, BERO strives to excite and inspire new consumers to look for innovative solutions and brands.
“If the last decade was about proving that NA belongs, the next five years will be about defining who leads it, and I fully believe BERO is going to be at the front of that movement. We see this as being a sub-category that will redefine the future of beer,” Herman closes.
