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06 Jan 2026
A new kind of British alliance emerged earlier this month when Aston Martin revealed a three-year partnership with BERO, the premium alcohol-free beer founded by actor Tom Holland. Announced on 12 November last year in Gaydon, the collaboration marked an unexpected shift for both brands—a meeting point between high-performance automotive heritage and a modern approach to mindful drinking .
The partnership was born at a private gathering during the 24 Hours of Le Mans, where Holland’s long-time admiration for Aston Martin aligned naturally with his own journey toward sobriety. BERO, created with co-founder and CEO John Herman, was designed for drinkers who value ritual, flavour and craftsmanship without the alcohol. That shared appreciation for precision made the transition from trackside conversation to formal collaboration feel almost inevitable.
For Aston Martin, the partnership introduced a new dimension to the brand’s lifestyle universe. BERO would appear at selected global events, inside curated experiences, and throughout collaborative storytelling. It was also confirmed that the two names had already begun developing co-branded BERO products—projects that promise to combine old-school British craft with contemporary ideas about wellness and taste.
What tied the alliance together was a commitment to doing things properly. Aston Martin’s hand-finished interiors and high-performance engineering mirrored BERO’s approach to alcohol-free brewing: malted grains chosen for structure, hops balanced for clarity, flavours refined through patience. Both brands upheld the idea that refinement does not require excess; it requires intention.
Aston Martin’s Chief Creative Officer Marek Reichman described the partnership as a union built on “craftsmanship, performance and the pursuit of refined experiences,” a sentiment echoed in BERO’s positioning as a premium companion for elevated moments . Whether enjoyed at a motorsport event or inside a private club, BERO aimed to deliver the same sensory satisfaction as its alcoholic counterparts—just without compromise.
Today, BERO is stocked at Soho Houses in the UK, at Selfridges, and online at berobrewing.com, offering a taste of what Aston Martin calls “luxury without excess.” For both brands, the message was clear: the future of British refinement is evolving, inviting a new generation of drinkers and drivers to savour every moment of the journey.
