Tom Holland’s BERO Barry’s Global Partnership bridges the gap between hard work and social connection with a premium non-alcoholic beer crafted for athletes.

In a move that blends high-intensity performance with an intentional social lifestyle, BERO, the premium non-alcoholic beer co-founded by actor Tom Holland, has announced a major global partnership with Barry’s. The collaboration establishes BERO as the official non-alcoholic beer of the world-renowned fitness leader and Barry’s as the exclusive fitness studio partner for BERO. Spanning both the US and UK markets, the partnership aims to redefine the “after” moment—shifting the focus from traditional post-workout routines to a more balanced approach that includes social connection without compromise.

A Shared Standard of Excellence

The partnership is built on the philosophy of “showing up fully.” While Barry’s is famous for the grit and focus required inside its signature “Red Room,” BERO offers a way to maintain that momentum after the sweat stops.

“Barry’s creates an environment where people push themselves and each other to be their best,” said Tom Holland, co-founder of BERO. “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.”

Curated for the Community

For Barry’s, the decision to partner with BERO was a matter of maintaining the high standards their “Fit Fam” expects. Dan Rabinovich, who leads Brand Partnerships at Barry’s, noted that the premium nature of the beer made it an easy choice.

“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,” said 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.”

BERO Barry’s Global Partnership: What to Expect in 2026

Throughout the coming year, the BERO x Barry’s collaboration will manifest in several ways across the globe:

• Recovery Experiences: Post-workout events designed to foster community.
• Fuel Bar Offerings: Limited-time availability of BERO at select Barry’s locations.
• Cultural Touchpoints: Special activations in major cities across the US and UK.

As the non-alcoholic beverage market continues to grow, this partnership highlights a shifting cultural trend toward “intentional living,” where consumers no longer feel the need to choose between a rigorous fitness regimen and a vibrant social life.

For more information about the BERO Barry’s Global Partnership, fans can visit their respective websites at berobrewing.com and barrys.com.

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