Tom Holland posted a lemon-flavored tease for his non-alcoholic beer brand Bero Brewing on Instagram this week, and the internet had thoughts.
The caption on his @tomholland2013 account reads “When @berobrewing gives you lemons” with a lemon emoji. No formal product announcement came with it. Holland let the caption do the hinting, and people picked up what he was putting down.
Bero Brewing is Holland’s alcohol-free beer company. He’s been open about stepping back from drinking, and the brand grew out of that personal choice. The goal was straightforward: make a non-alcoholic beer worth actually drinking. For a guy best known for playing Spider-Man across multiple MCU films, launching a drinks company is a completely different kind of challenge. Holland has taken it seriously from day one.
Bero has been growing its presence with a focus on premium ingredients and a proper drinking experience for people skipping alcohol. Holland has been its most visible champion. It’s his brand, after all.
The lemon angle makes sense for where Bero could go next. Citrus profiles are popular in the craft beer world right now, alcoholic or not. A lemon-forward alcohol-free option would open up shelf space and appeal to drinkers looking for something bright and refreshing without the ABV. The non-alcoholic category has grown fast. Niche brands are now on mainstream shelves, and the market has room for more. Bero is already positioned in that space. A citrus drop would fit right in.
Holland’s post pulled in over 181,000 likes. For branded content with no formal product reveal attached, that’s a meaningful response.
Here’s the fun crossover moment. This is exactly where sports-fan sensibility and superhero lore collide. Peter Parker, the character Holland plays in the MCU, is the quippiest hero in the game. He cracks jokes in the middle of fights. He tosses out pop-culture references and never takes the moment too seriously. The lemon caption fits right into that mold. It’s a casual, clever line. And it lands without trying too hard.
Bero hasn’t confirmed anything officially. No follow-up announcement has dropped. In beverage marketing, teases like this often land weeks before an actual reveal. Drop a hint, let the audience speculate, confirm when the timing is right.
For now, Bero followers and Holland’s broader audience are watching @berobrewing. A lemon emoji from the founder is a solid opening move. The next one should be interesting.
