Actor Tom Holland's Nonalcoholic Beer Brand Comes to Target
What’s new: Bero, a nonalcoholic beer brand from actor Tom Holland ("Spider-Man"), launched at Target in January with an exclusive package.
What we saw: Target stocked the brand's products on a dedicated endcap depicting Holland and explaining that while Bero is inspired by Holland’s U.K. roots, the drink is made by American brewers. The display stocked $11.99 6-packs of Kingston Golden Pils, Edge Hill Hazy IPA and Noon Wheat, and a Target-exclusive $21.99 variety 12-pack that quickly sold out.
A sidekick display held nonalcoholic beers from Diageo’s Guinness to further appeal to shoppers observing Dry January.
Background: Bero launched direct-to-consumer in October, then hit shelves at Sprouts and Total Wine & More in December. The brand made its mass retail debut at Target.
"We have heard one loud and clear request from consumers since launch: When can we find Bero in retail?” Bero chief executive officer and co-founder John Herman said in a statement. “We could not be happier than to answer this call with an incredible team and partner like Target. Seeing the shared vision for the category and passion around our brand has been inspiring and we are so excited to see this dream partnership come to life."
Where the retailer gets value: The launch was part of a larger push by Target to expand its selection of functional and nonalcoholic beverages, with January also seeing the release of exclusive flavors from Bloom and Poppi.
"Nonalcoholic beverage has been a growth category at Target for five years now, and I can't wait for shoppers to try the newest addition to our assortment: Tom Holland's Bero," John Conlin, Target senior vice president of merchandising, food and beverage, said in a statement. "This is an exciting brand, with amazing flavors and great prices. 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."
Supporting activity: Target and Bero promoted the launch on Instagram, YouTube and X (formerly Twitter).
- About Field Reports
P2PI editors and staff regularly look for interesting and relevant digital and in-store marketing, monitoring the merchandising and marketing activity at various leading retailers in the U.S. and Canada. Our exclusive field reports highlight what's new and notable for commerce marketers.
