BERO, the non-alcoholic beer founded by Tom Holland, has expanded its retail offering through a new listing with the department store, Selfridges. Cans of the premium beer are available to shop online and in UK stores in boxes of six.
Consumers can find the beer in both the drinks aisle and chiller fridges, while OOH billboards around London and new social media content will tell the story of BERO.
The range, which was inspired by Tom’s three-year path to sobriety, has been crafted for those who seek a more balanced lifestyle without compromising taste or quality. With experienced brew master Grant Wood refining the formula, consumers can choose from three classic beer styles: Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat.
The listing with Selfridges marks the beginning of many UK milestones for the brand this year, with BERO also announced as a sponsor of the Taste of London Food Festival in June.
Earlier this year, BERO also secured a listing with the private members club, Soho House following a successful launch in the US – with the beer selling out online one day after going live initially, before a restock was required.
John Herman, CEO of BERO, said: “Securing Selfridges as our first UK prestige retail listing is a huge milestone for BERO. As a brand dedicated to redefining low / non-alcoholic beer, we’re thrilled to be joining the shelves of such an iconic retailer known for its innovation and outstanding quality.
“This partnership brings us one step closer to making premium, great-tasting non-alcoholic beer more accessible to consumers who refuse to compromise on flavour or experience.”