The News
BERO, the premium non-alcoholic beer co-founded by Tom Holland, has launched its first-ever shandy product line. The line includes four limited-time flavors inspired by the rhythm of a summer day, each with unique can colors and names. The shandies are made with 30% BERO Kingston Golden Pils and 70% lemonade, layered with real fruit flavors. The products are available in a new 12oz can format.
BERO’s launch illustrates how premium non‑alcoholic brands position themselves amid a tightening beer market while targeting summer shoppers.
The first shandy rollout—four 12‑oz cans featuring a 30/70 pils‑to‑lemonade blend with fruit accents—will hit Target shelves on June 14, followed by a national push in July. The brand describes the launch as its “first‑ever” shandy line, framing it against the post‑pandemic correction that has left non‑alcoholic beer sellers scrambling for high‑margin, fast‑moving SKUs.
Market data explain why this move matters. A recent report shows the NA beer category is contracting after a pandemic boom, with retailers consolidating shelf space around higher‑margin or faster‑turning items. Shandies have emerged as the summer favorite, outperforming traditional lagers in recent seasons. Target’s “Better For You” aisle now occupies up to 15 % of its beverage floor, underscoring the retailer’s aggressive push for low‑ABV options.
Price is another lever BERO uses. The 12‑pack shandy sells at $19.99, just below the category average of roughly $20.50 for premium NA beers—a modest discount that could attract price‑sensitive shoppers without eroding margins too much. Coupled with a dedicated Target space and a flavor profile tuned to summer tastes, distributors have an opportunity: replace lagers on the shelf with shandies to capture the seasonal uptick while keeping overall category sales steady.
Timing is key for retailers. With Target’s early rollout, BERO will occupy shelf space before competitors can respond. National chains or regional distributors can secure placement ahead of potential entrants from legacy beer brands that are now dipping into the NA market. The 30/70 pils‑to‑lemonade blend offers a distinct flavor profile that could differentiate a store’s offering and encourage repeat visits during warmer months.
On‑premise operators can use BERO’s shandy as a low‑ABV option for daytime crowds or late‑night patrons seeking something lighter. Because the product is limited edition, highlighting its scarcity in menus can create urgency; however, operators must plan for rapid turnover given the short shelf life.
Distributors should consider shifting lagers toward shandies on Target shelves, while retailers can leverage the 15 % “Better For You” slot to boost NA beer sales.
Original Press Release
BERO, the premium non-alcoholic beer co-founded by Tom Holland, announces the launch of its first-ever shandy line, a limited-edition seasonal release inspired by the British shandy tradition and reimagined through BERO's flavor-forward approach to beer craftsmanship. Crafted with 30% BERO Kingston Golden Pils and 70% lemonade, layered with additions of real fruit flavors, the collection represents a new expression of the BERO brand rooted in nostalgia but focused on being 100% refreshing.
Launching in a sleek new 12oz can format, the release introduces four limited-time flavors inspired by the rhythm of a summer day, with product names that move from morning through midnight, alongside vibrant new can colors reflective of each moment. Each fresh SKU blends the familiarity of classic British shandy culture with the robust, taste-driven craftsmanship that defines BERO's modern American brewing process.
Each can is designed to feel fresh, approachable, and worthy of any summer occasion. The special-edition line includes:
Daybreak Shandy: Lemon Lime Fresh lemon-lime citrus over a crisp lager base. Balanced, bright, and refreshingly tart.
Golden Hour Shandy: Grapefruit Vibrant pink grapefruit layered into a smooth lager for a citrus-forward pour with mellow sweetness and an easy finish.
Sunset Shandy: Elderflower Delicate elderflower and bright lemon layer together. Floral, lightly sweet, and beautifully complex.
Midnight Shandy: Blackberry Yuzu Ripe blackberry tartness meets the herbal edge of yuzu citrus, balanced for a bold, memorable sip.
Each flavor is crafted using BERO's Kingston Golden Pils as the base beneath the bright citrus and fruit-forward notes. The result is a refreshing take on a classic shandy that balances easy-drinking brightness with the structure and mastery expected from premium beer.
The launch marks another step in BERO's continued evolution beyond traditional expectations of non-alcoholic beer. Built on the belief that balance should never come at the expense of taste, quality, or experience, the shandy line expands the occasions, rituals, and moments where consumers can experience BERO, from daytime gatherings and sporting events to outdoor dinners and late-night celebrations.
Pre-sale for the limited-edition BERO Shandy begins today exclusively at berobrewing.com for Club BERO members, followed by a full online rollout starting June 8. Beginning June 14, Target will become the first national retailer to bring the Shandy to shelves nationwide, ahead of launching at many additional retailers and on-premise accounts on July 1. Wider national availability in July will include Total Wine, Sprouts, Gelsons, BevMo, Fresh Market, Hyvee, Avenue Sky Lounge and Peak With Priceless, HEI Hotels & Resorts (The Stoneleigh, The Sun Rose, and The Revere + more), Thompson Hotels, and many others.
This limited-edition drop becomes a temporary addition to BERO's core portfolio, inclusive of the Kingston Golden Pils, Noon Wheat, Edge Hill Hazy IPA, and Double Tasty West Coast Style IPA. BERO can be found nationwide at retailers including Target, Kroger, Publix, Erewhon, on Amazon, and online at berobrewing.com.
Sources consulted (web research):
- Tom Hollands Bero Introduces First Ever Shandy Product Line Blending…
- Tom Hollands Bero Introduces N A Shandy Line
- Tom Holland Says Zendaya Inspired Beros New Non Alcoholic Shandies
- Tom Holland Bero Shandy Zendaya Review
- Tom Hollands Bero Introduces Firstever Shandy Product Line Blending B…
- Tom Hollands Bero Introduces First Ever Shandy Product Line Blending…
Source: BevNET