When Tom Holland’s non-alcoholic beer brand Bero launched last year, it aimed to show the popularity of non-alcoholic beer, according to the company. Now, a three-year global partnership with Aston Martin puts that vision into sharper focus, linking the young brand with one of the world’s heritage luxury names.
“It’s an incredibly defining moment for Bero,” said Jackie Widmann, SVP and head of marketing and commercial for Bero. “This partnership reinforces who we are and where we’re going as a brand. Aston Martin has long held the standard for legacy and luxury. From the beginning, Bero was built around creating that same gold standard, with English roots that deeply align with the heritage brand. Together, we are bridging tradition and innovation to show that non-alcoholic beer can be in the same conversation as the world’s most refined brands.”
The partnership, announced last week, covers content, global events and co-created products that reflect both brands’ focus on craft and design. According to Bero, the collaboration was born at the 24-hour endurance race, Le Mans, and will expand over three years through initiatives that highlight English performance and attention to detail.
Rethinking the non-alcoholic beer experience
For Bero, founded by Holland and CEO John Herman, the goal isn’t about prestige, it’s about a perspective shift on premium NA beverages, according to Widmann.
“Bero was founded to change how people think about drinking; not to draw a line between those who do and don’t, but to create something that fits seamlessly into both worlds,” Widmann said. “It’s for people who want balance, who value great taste, connection and clarity, whatever the occasion.”
From the handpicked malted grains and the flavor of the hops to the clean design of each can, Widmann says every element reflects that approach.
Bero x Aston Martin is ‘just the beginning’
“This partnership is just the beginning,” Widmann said. “Over the next three years, we’ll be bringing Bero and Aston Martin together through thoughtful collaborations that celebrate English craftsmanship, performance and design. From limited-edition co-branded products and global events to content that tells the story of how the partnership was born – at Le Mans – every touchpoint will showcase the artistry that unites both brands.”
As the non-alcoholic category continues to grow, partnerships like this suggest a shift in how consumers view premium NA beverages. For Bero, it’s about showing that NA beer can occupy the same space as full-strength options – and now, in a sense, the same luxury garage.
