Tom Holland has aligned his acting and founder careers with the release of a limited-edition Spiderman-inspired pack for his non-alcoholic beer brand, Bero.
Cans of Bero’s Kingston Golden Pils have been printed with upside-down text and feature a hanging Spiderman figure, timed to mark the release of ‘Spider-Man: Brand New Day’ on 31 July. An unspecified number of 12-can packs went on sale online yesterday (22 July) on the Bero website and have already sold out.
The 33cl ‘Spider-Man: Brand New Day x Pils’ cans are also available in “select” US cinemas, including dine-in chains Alamo Drafthouse and Studio Movie Grill.
“Because the brand was founded by Tom [Holland], this collaboration feels incredibly authentic from the inside out,” said Bero CEO John Herman. “It’s a chance to honour an iconic chapter in his journey while inviting both long-time fans and new consumers to discover Bero through an experience that’s rooted in entertainment, community and great beer.”
Bero was founded by Holland and Herman in 2024. The portfolio includes a wheat beer, a pilsner, a hazy IPA and a west-coast-style IPA, all of which have an ABV of under 0.5%. Last month, the brand’s line-up was expanded with four flavoured-shandy premixes.
In other packaging innovation news, Sazerac Co added a portable ‘pouch’ pack last week to Fireball’s permanent range. The 20cl resealable ‘Fireball Stash Flask’ comes in two strengths: 21% and 33% ABV.
