Premium non-alcoholic beer brand BERO, co-founded by actor Tom Holland, has secured a significant lifestyle partnership with fitness pioneer Barry’s. The deal establishes a cross-market collaboration covering both the United States and the United Kingdom, positioning BERO as the "Official Non-Alcoholic Beer of Barry’s."
In a reciprocal arrangement, Barry’s becomes the "Exclusive Fitness Studio Partner" for the beverage brand. The alliance is designed to bridge the gap between high-intensity training and social recovery, capitalising on the growing consumer trend of integrating moderation with active lifestyles.
Tom Holland, co-founder of BERO, emphasised the shared values driving the deal:
"Barry's creates an environment where people push themselves and each other to be their best. That spirit naturally aligns with why we built BERO. We wanted to give people a premium beer experience that fits the way they live, whether they're training hard or spending time with friends at the pub. This partnership brings those experiences together in a way that allows you to show up 100%, no matter where your day takes you."
Redefining the 'After' Moment
The partnership targets the post-workout occasion—specifically the social moments following Barry’s signature "Red Room" classes. By introducing a premium non-alcoholic beer into this environment, the brands aim to create a new category of recovery ritual that fosters community connection without the negative physiological effects of alcohol.
The collaboration builds on BERO’s first-year momentum, leveraging Barry’s cult following to validate the beer's positioning as a lifestyle product suitable for high-performance individuals.
Activation Roadmap
Throughout 2026, the partnership will activate through a series of physical and cultural touchpoints across the US and UK markets:
Fuel Bar Integration: Limited-time offerings featuring BERO products within Barry's studio locations.
Experiential Events: Post-workout recovery-focused experiences designed to bring the two communities together.
Cultural Moments: Joint activations targeting key dates in the fitness and social calendars.
Dan Rabinovich, Head of Brand Partnerships at Barry’s, commented on the curation process: "At Barry's, we take a highly considered approach to what we bring to our community, curating products that meet the same high standards as our workouts. BERO is a best-in-class non-alcoholic offering, and bringing it to our clients as our first official non-alcoholic partner was a natural fit."
Tom Holland’s BERO Named Official Non-Alcoholic Beer of Barry’s in Global US-UK Partnership
News
January 15, 2026
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