BERO

Holland has spoken openly about his sobriety, and BERO reflects that personal history rather than treating the AF category as a marketing vehicle. John Herman brings consumer beverage experience from senior leadership roles at Chobani and Nutrabolt, supplying the operational infrastructure that celebrity-founded companies frequently lack in their first year. That two-founder structure pairs a recognisable public face with a professional who has real category-scale experience behind him.

Across its AF beer range, each product takes its name from a specific element of Holland's personal history, giving the lineup a biographical character that is unusual for a celebrity-associated brand and distinguishes BERO from the more generic endorsement plays common in the drinks category since the early 2020s.

BERO is headquartered in New York and launched first in the United States before broadening its international retail footprint. The range is available through mainstream supermarket distribution and specialist alcohol-free retailers as well as direct-to-consumer channels, giving it multi-channel reach that is unusual to achieve in a brand's first year of operation.

The brand sits in the premium bracket. Its combination of a genuine founding story, the biographical detail embedded in the product naming, and a multi-channel distribution strategy positions it at sober-curious drinkers who want a brand with a credible backstory rather than a straightforward AF lager equivalent. The transatlantic character is deliberate: English cultural references are built into the product names whilst the business operates from New York, reflecting Holland's own dual-market profile and an ambition to build meaningful presence in both.

BERO launched in October 2024 into an AF beer category that had matured considerably since the early 2010s. The proliferation of celebrity-endorsed drinks makes a genuine founding story a meaningful differentiator, and BERO's origin in Holland's 2022 sobriety decision gives the brand a more specific and personal rationale than most.