We are delighted to announce that we have been appointed by BERO, the premium non-alcoholic beer brand co-created by Tom Holland and John Herman, as it launches in the UK market following its successful US debut.
As part of our brief, our Consumer team has been tasked with launching BERO, into the UK market through an integrated campaign that includes media and influencer engagement. The brand was inspired by Tom Holland’s personal journey to sobriety.
BERO aims to elevate the non-alcoholic beer category by offering exceptional taste and quality while championing a more balanced lifestyle. With three distinctive varieties – Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat – each beer tells a personal story through its name while delivering premium taste without compromise.
BERO has already secured an initial listing in Soho House, the global membership club for creatives, marking its first step in the UK market. The brand represents a new gold standard in non-alcoholic beer, positioning itself as a trophy rather than a consolation prize for those seeking moderation without sacrificing enjoyment.
BERO selected PHA for their expertise in launching premium consumer brands and their proven track record in building compelling brand narratives that resonate with discerning audiences.
John Herman, CEO of BERO said: “We’re excited to partner with The PHA Group as we bring BERO to the UK market. Our mission is to create non-alcoholic beer that people are genuinely excited to drink, and we believe The PHA Group’s expertise will help us share this vision with consumers who are looking for premium alternatives without compromise.”
Suzanne Haysler, Director of Consumer at The PHA Group, commented: “We’re delighted to be working with BERO and its visionary founders. Their commitment to elevating the non-alcoholic category while promoting a balanced lifestyle aligns perfectly with current consumer trends. We look forward to establishing BERO as the leading premium non-alcoholic beer brand in the UK market.”
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