Premium Non-Alcoholic Beer Eyes On-Premise Growth BERO, the non-alcoholic beer brand co-founded by Tom Holland and John Herman, has introduced its signature Kingston Golden Pils in glass bottles, marking the first time a craft NA beer in the U.S. has adopted the format. The bottles are available at berobrewing.com and select restaurants and bars across the U.S. and U.K., priced at $20 per 6-pack. While cans remain the dominant format for non-alcoholic beer, glass currently represents just over a quarter of the category. BERO's move signals a broader strategic shift: the company is targeting on-premise settings—bars, restaurants, and hotels—where glass has traditionally held stronger consumer appeal. "Before BERO launched - before the artwork for our cans was even finalized - we envisioned the brand in a glass bottle," said John Herman, Co-Founder and CEO of BERO. "There's something distinct about the experience of glass: how it feels in your hand, how it pours, and even how refreshing the beer feels to drink. That experience has always been part of what we wanted BERO to become. We developed this bottle for the places we believe the category is going next - bars, restaurants, hotels and beyond - bringing our award-winning beer into a format and experience that we believe has been missing from the modern craft non-alcoholic beer space."

Category Momentum U.S. non-alcoholic beer volumes are projected to grow 18% annually through 2029, according to global beverage alcohol data. As the category expands, brands like BERO are diversifying formats to capture occasions beyond at-home consumption.

Why It Matters

For hospitality operators, the glass bottle launch signals growing premiumization within the NA beer segment. As more consumers choose alcohol-free options across dining and social occasions, access to quality craft NA in on-premise-friendly formats becomes a competitive menu advantage.

For more insights and trends in the food and beverage sector, check out more articles in The Food & Beverage Magazine family of publications.

Written by FBM Publications Editors