Bero signs global partnership with Barry’s to boost visibility of premium non‑alcoholic beer
Bero, the alcohol‑free beer brand co‑founded by actor Tom Holland, has announced a major partnership with international fitness company Barry’s, positioning the brand at the heart of one of the world’s most influential wellness communities.
Under the agreement, Bero becomes the official non‑alcoholic beer of Barry’s across the US and UK, while Barry’s will serve as the brand’s exclusive fitness studio partner. The collaboration is designed to elevate Bero’s profile and embed the alcohol‑free beer directly into Barry’s post‑workout culture – a moment where performance, recovery and social connection naturally overlap.
The partnership gives Bero a high‑visibility platform to accelerate trial among health‑conscious consumers, supporting the brand’s mission to promote intentional, alcohol‑free drinking without compromising flavour or social experience.
Barry’s will integrate Bero into its studios through Fuel Bar activations, limited‑edition collaborative drinks and in‑studio sampling, alongside cross‑market promotional activity. The move aligns with Barry’s broader focus on supporting balanced lifestyles and offering members premium, better‑for‑you choices.
Holland said the partnership reflects a shared philosophy between the two brands. Barry’s, he noted, fosters an environment where people push themselves physically while building community – a natural fit for a celebratory, alcohol‑free beer designed for social moments.
Barry’s leadership echoed the alignment, highlighting Bero’s appeal to members seeking high‑quality, alcohol‑free options that complement their training and recovery routines.
The collaboration comes as the non‑alcoholic beer category continues to expand, driven by consumers looking to moderate alcohol intake without sacrificing taste or social rituals. By embedding Bero into Barry’s global footprint, the partnership positions the brand at the intersection of fitness, lifestyle and modern drinking culture.
