Tom Holland embarked on Dry January in 2022, a campaign by Alcohol Change UK urging Brits to abstain from alcohol for a month. The 28-year-old actor candidly discussed how this experience made him realize the profound impact alcohol had on his life. 'It’s a pretty generic story. I was drinking too much. I was the type of person that, when I'd have one beer, I couldn't just have one beer. I knew I'd had a bit of a problem for a while,' he shared with Forbes during an interview about the initiative. Finding Dry January unexpectedly challenging, he extended the challenge into February. 'February was no easier. Then I did March, and I sort of said to myself, look, if I can do six months without drinking, I get to June 1, which is my birthday, and I would have proved to myself that I don't have a problem,' Holland recounted. By his birthday, he felt healthier than he had in years, prompting him to permanently cut out alcohol. 'It was very difficult, it has been the hardest thing I've ever done, and arguably the greatest achievement of my life. I'm very proud to be sober today.'

Over two years since his decision, Holland has recently launched the non-alcoholic beer brand Bero in collaboration with brewery Grant Wood. The brewing process employs a maltose-negative yeast, allowing the beer to ferment without the maltose sugars interacting with the yeast to produce alcohol. The brand now offers three non-alcoholic beers: Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat. The first two are named after places in his south London home. Although the non-alcoholic beer market is still growing to match its alcoholic counterpart, it is steadily expanding. Last year, the global market was valued at approximately €31.5 billion and is expected to grow further. Celebrity-founded alcohol brands are not uncommon, with Snoop Dogg, Ryan Reynolds, and Kendall Jenner among those who have ventured into the sector. This marks a unique instance of a sober celebrity launching a non-alcoholic brand, joining the likes of Kylie Minogue, who has her No Alcohol Sparkling Rosé, mirroring her popular alcoholic Prosecco Rosé.

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