When two icons of British craftsmanship find common ground, the result is rarely accidental. The new partnership between Aston Martin and BERO, the alcohol-free beer founded by actor Tom Holland, feels less like a marketing exercise and more like a quiet study in shared values.
The collaboration was first conceived at Le Mans, a fitting birthplace for something built on endurance, precision, and the pursuit of excellence. Amid the hum of engines and the smell of petrol and rain-soaked asphalt, an idea took shape. Aston Martin, a marque long associated with power wrapped in elegance, found a natural counterpart in BERO, a brand that celebrates control, restraint, and quality of experience over quantity.
For Holland, the relationship has a deeply personal note. His admiration for Aston Martin began in childhood, where posters of its curving silhouettes once lined his bedroom walls. Today, that admiration has evolved into a partnership that brings together two facets of British artistry: one automotive, one brewed. BERO, which he co-created with CEO John Herman, was inspired by his decision to embrace sobriety, a move that led him to reimagine what a drink could represent. Rather than rebellion or indulgence, it became a statement of taste and discernment.
Both BERO and Aston Martin are defined by a devotion to process. Whether it’s the sound of a hand-tooled engine or the scent of malted grain being stirred by hand, each brand sees beauty in the details. There is a certain timelessness to this philosophy, a belief that craft is not just technique, but temperament.
Herman describes the alliance as a chance to “create experiences for people who seek an enriched lifestyle”. His words hint at something more meaningful than co-branding. They suggest a collaboration built on shared principles rather than surface aesthetics. Aston Martin’s cars are known for their balance of tradition and innovation; BERO’s beers for their careful composition and refusal to cut corners. Together, they speak to a modern audience that values refinement and authenticity, whether in the things they drive or the things they drink.
For Aston Martin’s Chief Creative Officer, Marek Reichman, this alignment is natural. “Just as we design cars to excite and inspire our customers,” he says, “BERO is redefining the world of alcohol-free beverages to create an authentic experience.” His phrasing underscores a modern luxury truth, that excellence now rests not on excess, but on integrity.
The partnership will unfold over three years, bringing BERO into the heart of Aston Martin’s global events, from private track experiences to exclusive gatherings that celebrate British design and performance. Plans are already in motion for collaborative products and limited editions, though both sides remain understated about what’s to come. What they do confirm is that craftsmanship will sit at the centre of it all.
This is not a union chasing headlines. It feels deliberate, even restrained, a reflection of both brands’ confidence in letting quality speak for itself. The synergy between the two lies less in shared customers and more in shared sensibilities. Both understand that heritage, when handled with respect, can feel entirely contemporary.
In an age where luxury is often confused with noise, BERO and Aston Martin stand apart as quiet exemplars of taste. Their partnership reminds us that refinement is not about the absence of energy, but the presence of control. It is the precision of a gear shift, the balance of a flavour, the satisfaction of knowing that something has been done the right way, not the easy way.
The coming years will reveal what this partnership produces, but even now, it feels symbolic of something broader, a new chapter in British craftsmanship where artistry and innovation coexist. A shared invitation, perhaps, to enjoy the journey as much as the destination.
