BERO

Launched in October 2024, BERO is Holland's first business venture. The name and branding draw heavily on his roots in Kingston upon Thames. That fish on the logo comes from the town crest, a nod to the area's historic salmon fisheries. The beers themselves carry personal references too.

The core range spans four styles. Kingston Golden Pils takes its name from Holland's hometown and offers a crisp European-style lager. Edge Hill Hazy IPA honours his primary school with a New England-style hop profile. Noon Wheat pays tribute to his schnauzer. Double Tasty West Coast Style IPA rounds out the lineup with something bolder.

What makes BERO technically interesting is the brewing approach. Rather than brewing full-strength beer and removing the alcohol, brewmaster Grant Wood uses a naturally-selected yeast that stops fermentation at 0.4% ABV. The process preserves more of the body and flavour that dealcoholisation tends to strip out. Wood brings four decades of brewing experience to the operation.

The business side has serious backing. CEO John Herman came from Nutrabolt, the company behind C4 Energy, bringing two decades of consumer brand experience. Investment firm Imaginary Ventures and talent agency WME round out the founding partnership. It's a celebrity brand, yes, but one built with industry veterans who know how to scale a beverage company.

Early US traction was strong enough to prompt a UK expansion within the first year. BERO launched at Selfridges and Soho House before wider distribution across Britain. For UK buyers, it currently sits at the premium end. You'll find it at Selfridges or direct from the website rather than on supermarket shelves, though expect availability to expand as the company grows.