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In an unexpected twist of irony, actor Tom Holland found himself unable to purchase his own non-alcoholic beer brand at Target due to identification issues. The 28-year-old British star documented his journey across multiple Target locations on Instagram, sharing the unexpected challenges he faced while trying to buy Bero, his premium non-alcoholic beer line.
"I haven't been in the United States for a while," Holland explained in his initial video, setting out to find his product "in the wild." His determination led him to visit three different Target stores, with the first two locations not carrying his brand. "Not the best marketing," he quipped during his search.
At the third and largest Target, Holland finally located his product but encountered an unexpected hurdle: his British ID wasn't accepted as valid proof of age. The situation was salvaged when a "really lovely employee" used their own identification to help complete the purchase. "Kind of ironic that I wasn't allowed to buy my own product," Holland remarked about the incident.
The launch of Bero in October 2024 marked a significant milestone in Holland's personal journey, coming nearly two years after he began his sobriety in 2022. "When I got sober, I started exploring the world of non-alcoholic beers and realized there was a space for me to fit in," Holland told Forbes. "My first year sober was really difficult, and had I had Bero, I think it would have been easier."
The brand offers three distinctive varieties, each carrying personal significance: Kingston Golden Pils, named after his hometown of Kingston Upon Thames; Edge Hill Hazy IPA, inspired by his school; and Noon Wheat, a tribute to the Miniature Schnauzer he shares with fiancée Zendaya. Interestingly, Zendaya's initial reaction played a crucial role in the development process. "Zendaya hates beer, absolutely hates beer," Holland shared. "She does not drink beer at all, and the first round of testing she was like, 'Wow, these are really tasty.'"
Bero's nationwide launch at Target represents Holland's vision of creating an inclusive drinking experience. "I wanted to build a brand that not only stands out but, most importantly, helps people fit in," he explained to PEOPLE. The premium non-alcoholic beer is available in various pack sizes, ranging from six-packs at $16 to 24-packs at $55, with a variety pack option at $33.50.
Despite the initial identification setback, Holland's venture into the non-alcoholic beverage market demonstrates his commitment to creating alternatives for those seeking inclusion without alcohol, turning his personal journey into a broader mission of social connection.
