For years, the idea of ‘sober culture’ has often been associated with restraint, but actor Tom Holland is looking to change that with his new premium line of low-alcohol beers, Bero. The brand, which launched recently in Manhattan, aims to challenge the traditional perception of sobriety by presenting it as a sophisticated and indulgent choice.
At the launch event, Holland arrived with his girlfriend, Zendaya, both embodying the brand’s elegant aesthetic. Zendaya, radiating sophistication in a burgundy leather dress, exemplified the brand’s focus on style and grace, showcasing how low-alcohol options can seamlessly integrate with a luxurious lifestyle.
The marketing campaign for Bero revolves around a carefully curated New England aesthetic, featuring images of beautiful people enjoying themselves in sophisticated settings. This deliberate approach signifies a departure from the traditional association of sobriety with austerity, presenting it as a mindful choice that aligns with a refined and enjoyable lifestyle.
Holland’s personal journey with alcohol and his commitment to sobriety add an authentic layer to the brand’s message. He has spoken openly about his struggles with alcohol and the freedom he has found in abstaining, making his involvement in Bero a powerful statement about embracing a healthier relationship with alcohol without sacrificing enjoyment.
The timing of Bero’s launch coincides with a growing trend towards low-alcohol beverages and a broader shift in societal views on ‘sober culture.’ The increasing popularity of these options, coupled with a growing awareness of mindful consumption, signifies a shift in social norms and a broader appreciation for conscious choices when it comes to alcohol.
Bero, with its sophisticated aesthetic and commitment to inclusivity, represents a new wave in the world of low-alcohol beverages, challenging the traditional perceptions of sober culture and offering a more refined, enjoyable, and responsible approach to drinking.