- Bero has been confirmed as Aston Martin’s official alcohol-free beer partner.
- Partnership includes global event presence, collaborative content, and upcoming co-developed products.
- Tom Holland established the collaboration based on shared craftsmanship values.
Aston Martin has added a new name to its pit crew: Bero, the alcohol-free beer label co-founded by actor Tom Holland.
The two British brands have locked in a three-year partnership that blends craftsmanship, lifestyle flair and a touch of celebrity sparkle.
A brew with Bond-adjacent ambitions
Announced in Gaydon, the deal elevates Bero to Aston Martin’s Official Alcohol Free Beer Partner, following the beer brand’s recent launches in the US and UK.
The collaboration was first sparked at a private gathering during the 24 Hours of Le Mans, where Holland’s longstanding admiration for the marque helped set the tone.
Holland, who created Bero with CEO John Herman, brings more than star power. His childhood obsession with the brand. and a sobriety journey that shaped the beer’s identity, feeds directly into the partnership’s ethos.
Aston Martin’s cinematic pedigree gets a subtle nod too, with the brand long favoured by Bond, royalty, musicians and racing royalty.
“Craftsmanship meets craftsmanship”
Herman says the move feels like a natural union. “Tom and I are incredibly excited to announce Bero's partnership with Aston Martin - a brand that exemplifies performance, British mastery and craftsmanship. We can't wait for our two brands to work together to create experiences for people who seek an enriched lifestyle.”
Aston Martin’s Executive Vice President and Chief Creative Officer, Marek Reichman, echoed the sentiment: “We are pleased to announce Bero as our official Alcohol Free Beer Partner. The partnership was born from a shared dedication to craftsmanship, performance and the mutual pursuit of refined experiences. Just as we design cars to excite and inspire our customers, Bero is redefining the world of alcohol-free beverages to create an authentic experience for beer lovers.”
More than a logo on a bottle
Bero will take up space across Aston Martin’s global events, content programmes and lifestyle activations. Both companies also confirm collaborative Bero products are on the way - specifics remain under wraps for now, but quality will sit at the core.
The beer itself leans heavily on traditional brewing techniques, using selectively sourced malted grains and carefully balanced hops to deliver a premium alcohol-free option for those who want flavour without compromise.
As the partnership gears up, expect to see Bero popping up at select Aston Martin experiences around the world, pairing the carmaker’s hand-finished interiors with the beer brand’s attention to detail. It’s a tidy fit for two labels championing taste, precision and the idea that luxury doesn’t need to shout.
