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Non-alcoholic beer brand BERO has announced a limited-edition co-branded packaging release in partnership with Sony Pictures to mark the upcoming theatrical launch of Spider-Man: Brand New Day.
Timed ahead of the film’s national release on 31 July, the collaboration introduces custom collectable cans across the brand's direct-to-consumer (DTC) e-commerce channel and select cinema circuits across the United States.
The campaign connects consumer packaged goods with theatrical film promotions, leveraging founder equity to drive product trial across both physical venue concessions and digital retail channels.
Where Is The Product Available?
The limited-edition release features custom artwork inspired by the film across BERO's core product lineup. The rollout strategy targets both cinema-goers and DTC subscribers ahead of the summer blockbuster trading period.
Key distribution parameters for the promotional release include:
Direct to Consumer: Available in six-pack configurations through the brand's primary e-commerce platform starting 20 July.
Cinema Concessions: Physical availability across select US theatre networks, including Alamo Drafthouse and Studio Movie Grill, while supplies last.
Promotional Timing: Rollout commenced on 20 July, establishing retail presence ten days prior to the film's global premiere on 31 July.
By placing non-alcoholic craft beer into cinema beverage programmes, the brand expands its out-of-home footprint beyond traditional on-premise bars and grocery channels.
Entertainment Integration
The partnership represents a direct crossover between entertainment intellectual property and beverage branding. Because BERO was co-founded by actor Tom Holland, who stars in the film franchise, the collaboration provides a direct connection between the product and the film's lead talent.
John Herman, Chief Executive Officer of BERO, stated that the release connects the brand's core focus on shared social occasions with a major global film launch, offering fans an experiential touchpoint through entertainment and non-alcoholic beer options.
Product Variant
The collectable packaging design is applied exclusively to one of the brand's flagship non-alcoholic beer styles:
🍺 Kingston Golden Pils: A non-alcoholic golden pilsner packaged in limited-edition six-packs featuring custom Spider-Man: Brand New Day artwork.
About BERO
BERO is an American non-alcoholic beer brand co-founded by actor Tom Holland and chief executive John Herman. Formulated as a premium alternative to traditional beer, the brand produces a range of malt-based non-alcoholic beverages distributed through e-commerce platforms, speciality retail, and select hospitality channels.
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