Marketing Masterclass: BERO

A campaign deep dive and review into the marketing and publicity strategy for actor Tom Holland's zero-alcohol beer, BERO.

Now, this may seem a strange turn of events! I haven’t done a Marketing Masterclass in a while, and I come back, and I break down the marketing and publicity campaign of a non-alcoholic beer brand?

Uh, why? You may ask.

Because, if there are any publishers out here marketing and publicising celebrity books — be they fiction, non-fiction or specifically, memoir — reviewing the marketing campaign for celebrity brand products can be incredibly helpful. As I found out when I looked into the early days of the marketing campaign for Tom Holland’s non-alcoholic beer, BERO.

Please note that all the information in the following case study is publicly available online, and no member of BERO’s marketing team has provided any additional corroborating details.

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Marketing Campaign

Timeline (July 2023-Oct 2024)

• In July 2023, Tom Holland appeared on Jay Shetty’s podcast On Purpose with Jay Shetty and publicly shared that he had permanently stopped drinking after some self-discovery during Dry January.

• On 13th October 2024, just over a year later, Tom shared x2 teasers on his Instagram of millions of followers for BERO, a non-alcoholic beer, with the tagline: ‘Something’s brewing.’

  @tomholland2013

  

  Tom Holland on Instagram

• It was picked up in various publications, including Variety, Food & Wine, Forbes, Variety and Fast Company, with some backlash regarding celebrity brands and ‘alcohol being pushed’ despite it being non-alcoholic.

• On the 16th October, Tom Holland shared the official announcement trailer on his Instagram, announcing BERO would be available in the USA, and following in the UK.

  @tomholland2013

  

  Tom Holland on Instagram: "I’d like to introduce you to @berobr…

• He appears on The Rich Roll Podcast on the 17th October, a few days after the announcement.

• On the 22nd October, Tom Holland appeared on Late Night with Jimmy Fallon to discuss the launch of BERO. He is the face of the brand and the main publicity driver.