The News
BERO, a premium non-alcoholic beer brand co-founded by Tom Holland, has expanded its U.S. retail footprint with partnerships with Kroger, Publix, and Walmart. The brand recently entered the UK market through Morrisons. These expansions reflect retailer confidence in BERO's premium positioning, quality craftsmanship, and cultural relevance.
Bero has moved from a UK‑only launch at Morrisons into three of the largest U.S. grocery chains—Kroger, Publix and Walmart—in one go.
The brand markets itself as a premium non‑alcoholic beer for everyday use and special occasions, now positioned before shoppers who drive off‑premise sales.
The 2024 U.S. non‑alcoholic beer market reached $823 million, up more than 27 percent from 2023 according to NielsenIQ. That growth rate is what Bero needs as it enters a category that still accounts for about 1% of total alcohol sales.
Even a small share would give distributors and retailers an immediate upside.
Athletic Brewing already holds over 19 percent of the NA beer market in 2024, showing that premium entrants can carve out sizable niches when they combine craft quality with clear positioning.
Distributors should view Bero as a direct challenger to that share and adjust their NA mix accordingly—especially because the category remains far from saturated.
Retailers face a decision: place Bero in high‑visibility spots next to lagers or leave it off the shelf until the trend peaks.
Off‑premise sales hit $646 million year‑to‑date; the category’s visibility can’t be ignored, yet its share of total alcohol is below 1%.
This keeps NA beer a niche upsell rather than a core line. Stores should use it to attract health‑conscious shoppers without cannibalizing their main lager volumes.
Operationally, early Bero consumers will see the product next to mainstream lagers at Kroger, Publix and Walmart. If shelf space isn’t earmarked or tasting programs don’t run by Q3, that early‑adopter window closes.
The launch signals demand for additional premium non‑alcoholic offerings. Distributors that overlook Bero may let rivals seize momentum; retailers risk missing an opportunity to broaden their assortment.
Original Press Release
BERO, the premium non-alcoholic beer brand co-founded by Tom Holland, announces a major expansion of its retail footprint with Kroger, Publix and Walmart. News of this growth across the U.S. comes on the heels of the brand’s entrance into Morrisons, the beloved UK grocery chain. This expansion marks a defining moment in BERO’s second year and reinforces its position as a modern leader in non-alcoholic beer.
BERO’s widening footprint reflects strong consumer pull and retailer confidence in the brand’s premium positioning, quality craftsmanship and cultural relevance. What began as a culturally driven debut has quickly expanded into national and international distribution, making BERO increasingly available where consumers already shop for everyday essentials.
From grocery to mass retail, the brand’s growing shelf presence reflects a broader shift in drinking culture as consumers increasingly seek elevated non-alcoholic options that don’t sacrifice taste, identity or experience. By continuing to thoughtfully engage new, trusted retail partners, BERO is making premium non-alcoholic beer more accessible while maintaining the quality and brand ethos that have defined it from day one.
“These expansions represent an exciting moment for BERO and the category as a whole,” said John Herman, CEO and Co-Founder of BERO. “These are not solely points of distribution, but retailers sharing a view on the evolution of the category, consumer behavior and BERO’s role through its distinct lifestyle branding and position. Beyond this, it allows greater accessibility for BERO to meet our community through availability on their favorite shelves, allowing us to become part of their habit while inviting new consumers to join us and learn about BERO.”
Since launch, BERO has experienced rapid adoption fueled by strong category incrementality, trial and repeat purchase rates amongst a distinct consumer demographic. BERO has sustained demand well beyond seasonal spikes like Dry January, and the brand’s ability to integrate seamlessly into a range of social occasions and everyday routines has translated into accelerated retail wins and growing national awareness and ACV.
As part of the expansion, BERO will support its retail partners through in-store sampling, retail media initiatives and creator partnerships that highlight how consumers are discovering and purchasing BERO in real life. These efforts are designed to reinforce that BERO’s growth is being driven at shelf level by real consumer demand.
With availability now spanning leading U.S. retailers and a major UK partner, BERO enters its next phase of growth not as an emerging entrant, but as a defining voice in the premium non-alcoholic beer movement.
Sources consulted (web research):
- Dry January Tom Hollands Bero Lands At Target Lets Look At This Non A…
- Brewbound site
- Tom Hollands Bero Taps Surging Non Alcoholic Beer Market
Source: BevNET