Bero Edge Hill Hazy IPA

BERO feels very different from the old generation of alcohol-free beer that spent decades tasting vaguely like somebody whispered the word “lager” into sparkling water and hoped for the best. Created by actor Tom Holland, BERO was built around the idea that non-alcoholic beer should still feel like proper beer first, not a compromise reluctantly accepted halfway through Dry January. The whole project leans heavily into flavour, balance and modern beer culture while also tapping into the growing shift toward moderation and mindful drinking without turning the entire thing into a wellness lecture.

The name itself comes from “bero,” an old root word linked to beer, but the branding and identity feel very modern. Gold cans, clean design and a strong focus on lifestyle all position BERO somewhere between craft beer culture and premium non-alcoholic drinks. Importantly though, the beers themselves were clearly taken seriously during development. Holland reportedly spent months refining recipes alongside brewers to create alcohol-free beers that still carried body, bitterness and proper beer character rather than simply chasing health trends.

The core range covers several classic styles including Kingston Golden Pils, Edge Hill Hazy IPA, Noon Wheat and Double Tasty West Coast IPA. Each one takes inspiration from modern craft beer styles while staying approachable and highly drinkable. The Golden Pils focuses on crisp malt and floral hop bitterness, the Hazy IPA leans juicy and tropical without becoming overly sweet, while the wheat beer brings softer citrus and fruit character. Impressively, they all still feel recognisably like beer rather than flavoured soft drinks pretending to participate. Which honestly remains a surprisingly difficult thing for a lot of alcohol-free breweries to achieve.

What makes BERO particularly interesting is how it reflects the wider evolution of alcohol-free drinking culture. A few years ago, non-alcoholic beer was mostly seen as something people drank reluctantly when driving or recovering from poor decisions. Now the category has become genuinely exciting, with breweries finally treating alcohol-free beer as a serious product rather than an afterthought. BERO fits directly into that movement. It is designed for people who still love beer culture, social drinking and flavour, but maybe do not want alcohol every single time.

There is also a surprisingly personal side to the brand. Holland has spoken openly about his own relationship with sobriety and wanting a proper beer alternative that still felt social and enjoyable. Rather than feeling like a celebrity cash-in with his name awkwardly stuck on a can, BERO comes across more like a genuine passion project built around changing perceptions of alcohol-free beer entirely. The flavour names themselves even reference parts of his life and upbringing, including his hometown of Kingston upon Thames and his dog Noon. Slightly wholesome, admittedly.

Most importantly though, the beers actually are enjoyable. That probably matters more than anything else in this category. The branding can be beautiful, the lifestyle messaging can be perfect and the celebrity involvement can generate headlines, but if the beer tastes sad nobody comes back for a second can. BERO seems fully aware of that problem and has focused heavily on making beers that still deliver proper texture, bitterness and balance.