Tom Holland's BERO Beer and Barry's Forge Fitness-Lifestyle Alliance

NEW YORK, NY – January 14, 2026 – In a significant move that bridges the worlds of high-performance fitness and mindful social connection, BERO, the premium non-alcoholic beer co-founded by actor Tom Holland, today announced a global partnership with Barry's, the iconic high-intensity interval training (HIIT) studio. The landmark deal positions BERO as the official non-alcoholic beer of Barry's, while Barry's becomes the exclusive fitness studio partner for the beverage brand, launching a cross-market collaboration across the United States and the United Kingdom.

The partnership is built on a shared philosophy of balancing rigorous performance with elevated social experiences, aiming to redefine the "after" moment that follows an intense workout. For Barry's members, accustomed to the grit and focus of the signature "Red Room," the collaboration introduces a premium, crisp non-alcoholic option that complements their commitment to a healthy, intentional lifestyle.

A New Era of Mindful Indulgence

This alliance arrives at a pivotal moment, capitalizing on a powerful cultural shift toward health-conscious living and mindful consumption. The non-alcoholic beverage market is experiencing explosive growth, fueled by consumers who are actively moderating their alcohol intake without wanting to sacrifice the social rituals of drinking.

Market analyses underscore this trend, with the global premium non-alcoholic beer market projected to surge past $35 billion by 2029. This growth is largely driven by health-conscious millennials and Gen Z consumers, who are drinking less than previous generations and actively seeking alternatives that align with their wellness goals. The "sober curious" movement and popular initiatives like "Dry January" have moved from niche trends to mainstream phenomena, creating sustained demand for high-quality, sophisticated NA options. BERO and Barry's are positioning themselves at the forefront of this movement, offering a solution for those who want to celebrate their hard work in the gym with a refreshing beer, but without the alcohol.

"Barry's creates an environment where people push themselves and each other to be their best," said Tom Holland, co-founder of BERO, in the official announcement. "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."

The Power of Authentic Celebrity Entrepreneurship

While celebrity-backed brands are common, the BERO story is deeply rooted in Tom Holland's personal journey. The actor has been open about his decision to embrace sobriety, a path that directly inspired the creation of the brand. He sought to fill a gap he perceived in the market for a genuinely premium, great-tasting non-alcoholic beer that could stand shoulder-to-shoulder with its alcoholic counterparts in any social setting.

This authenticity distinguishes BERO in a crowded marketplace. Holland is not merely a face for the brand; he is a co-founder actively involved in its development, from creative direction to taste-testing. This genuine connection resonates with consumers, reportedly contributing to a high repeat purchase rate of over 30%. The partnership with Barry's, a brand known for its own authenticity and community-first approach, further solidifies this narrative. It's a strategic alignment of two brands that champion intentional living and high standards.

"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," noted Dan Rabinovich, who leads Brand Partnerships at Barry's. "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."

Redefining the Post-Workout Social Scene

For years, Barry's has cultivated a powerful sense of community, with its "Red Room" serving as a hub for shared effort and achievement. This partnership aims to extend that community spirit beyond the studio doors, creating new avenues for social connection. By integrating BERO into the post-workout experience, the brands are fostering an environment where celebration and wellness can coexist seamlessly.

Throughout 2026, the collaboration will come to life through a series of planned activations. These will include post-workout recovery-focused experiences, limited-time BERO offerings at Barry's signature Fuel Bars, and other cultural touchpoints across the US and UK. The goal is to make the "after" moment as intentional and rewarding as the workout itself, providing a sophisticated social lubricant that doesn't compromise fitness gains. This initiative acknowledges that for many, the social aspect of fitness is as important as the physical results, and provides a modern solution for a health-forward community.

A Strategic Play in a Competitive Field

The alliance between a non-alcoholic beverage and a fitness entity is not entirely new territory. Competitors like Athletic Brewing Company have successfully forged relationships with major endurance events like Ironman, and other brands have partnered with fitness competitions. However, the BERO and Barry's deal stands out due to its defined exclusivity. The reciprocal nature of the agreement—designating BERO as Barry's only official NA beer partner and Barry's as BERO's only exclusive fitness studio partner—signals a deeper, more integrated strategic commitment.

This exclusivity allows for more cohesive brand storytelling and a more seamless consumer experience. For BERO, it provides direct access to a highly targeted, engaged demographic of health-conscious consumers in key urban markets. For Barry's, it enhances their premium lifestyle offerings and reinforces their commitment to providing best-in-class products that support their clients' wellness journeys. This partnership is more than a simple sponsorship; it is a co-branding effort designed to create a powerful synergy that elevates both brands and sets a new standard for how fitness and lifestyle brands can collaborate to meet the evolving demands of the modern consumer.