The PHA Group has been appointed by by BERO, the premium non-alcoholic beer brand co-created by Tom Holland and John Herman, as it launches in the UK market following its successful US debut.
The PHA Group’s Consumer Team has been tasked with driving awareness for BERO, which was inspired by Holland’s personal journey to sobriety. The agency has been tasked with launching the brand into the UK through an integrated campaign that includes media and influencer engagement.
BERO aims to elevate the non-alcoholic beer category by offering exceptional taste and quality while championing a more balanced lifestyle. With three distinctive varieties – Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat – each beer tells a personal story through its name while delivering premium taste without compromise.
BERO has already secured an initial listing in Soho House, the global membership club for creatives, marking its first step in the UK market. The brand represents a new gold standard in non-alcoholic beer, positioning itself as a trophy rather than a consolation prize for those seeking moderation without sacrificing enjoyment.
BERO selected The PHA Group for their expertise in launching premium consumer brands and their proven track record in building compelling brand narratives that resonate with discerning audiences.
Herman, a seasoned executive with several years of business experience and CEO of BERO, said: “We’re excited to partner with The PHA Group as we bring BERO to the UK market. Our mission is to create non-alcoholic beer that people are genuinely excited to drink, and we believe The PHA Group’s expertise will help us share this vision with consumers who are looking for premium alternatives without compromise.”
Suzanne Haysler, director of Consumer at The PHA Group, added: “We’re delighted to be working with BERO and its visionary founders. Their commitment to elevating the non-alcoholic category while promoting a balanced lifestyle aligns perfectly with current consumer trends. We look forward to establishing BERO as the leading premium non-alcoholic beer brand in the UK market.”
Holland, meanwhile, is best known to most as Spiderman, having played the web-slinging wonder in three standalone Marvel films with a fourth on the way. His own involvement with BERO is inextricably linked with his sometimes troubled relationship with alcohol.
The actor told Forbes last year: “There’s no secret that as a celebrity, you’re constantly being offered these kinds of brand deals. But I never found anything I felt particularly passionate about – until now.
“When I got sober, I started exploring the world of non-alcoholic beers and realized there was space for me to fit in. My first year sober was really difficult, and had I had Bero, I think it would have been easier.”
Speaking to the On Purpose with Jay Shetty podcast, the actor said that quitting alcohol was “the best thing I’ve ever done”. He said that after a “very, very boozy” Christmas period in 2021, he found that having resolved to complete a dry January all he could think about was “having a drink.” “It really scared me, he said.”
“I just was like, ‘Wow, maybe I have a little bit of an alcohol thing.’ I just sort of said to myself, like, ‘Why? Why am I enslaved to this drink? Why am I so obsessed by the idea of having this drink?’”
By the actor’s 26th birthday, on 1 June 2022, he had gone for five months without drinking and said he was “the happiest I’ve ever been in my life”. He found benefits included improved sleep and ability to handle everyday obstacles.
He is now more than three years sober.
