Celebrities and alcoholic beverages are a wonderful marketing match; not just in sales but in establishing the products themselves. Dan Aykroyd has his crystal skull vodka and Francis Ford Coppola famously sold his own wineries to fund “Megalopolis.” Then there’s Tom Holland, who’s getting ready to co-star in Sir Christopher Nolan‘s “The Odyssey,” and to make a 4th “Spider-Man” film with Marvel Studios.
After becoming a teetotaler (someone who does not drink alcohol) a few years ago, Holland created a non-alcoholic beer. In October of 2024 he launched BERO nation-wide.
Here’s a fun-fact you may not be aware of, in many states, you still need to present ID to purchase non-alcoholic beer. Most malt beverages are regulated under the Federal Alcohol Administration Act and the Alcohol and Tobacco Tax and Trade Bureau. Because of this, these beverages, even if they contain very little to no alcohol, are still treated differently and states can determine whether to apply the same ID standards to them as to alcoholic beverages. Doesn’t seem like a big deal really, but it can be if you’re trying to buy something and don’t have a valid ID.
Holland posted a since-deleted video of himself going into different Target stores to buy some of his BERO. At first, he can’t find any; it took him three stores to find the product. Then, after he actually does find some, he posted an update after leaving the store about how he almost couldn’t buy it.
Holland is a UK citizen, and that’s the only ID he had on him. Because it couldn’t be validated and scanned by the cashier, he almost couldn’t buy it, despite being 28 years old. Fortunately for him, an employee offered to scan their badge to allow his purchase to go through. Also, fortunately for that employee, Holland didn’t disclose what store he was at and what employee skirted the rules for him.
The actor seemed to be in very good spirits despite the headaches. This is the kind of comedy of errors that has to make one laugh. Holland did joke about the lack of his product in stores not being very good marketing in the video he was making.
You can (probably) find Bero at a Target near you.
