Bero expands into glass packaging

Bero, the premium non-alcoholic beer brand co-founded by actor Tom Holland and John Herman, has introduced its Kingston Golden Pils in a glass bottle alongside the aluminium cans already available in its portfolio.

The move is designed to expand the brand’s presence across bars, restaurants, hotels and other hospitality environments, where glass bottles continue to play an important role in the traditional beer-drinking experience.

Glass targets the on-premise market

Although cans remain the dominant packaging format for non-alcoholic beer, Bero says glass currently represents more than a quarter of the category and is becoming increasingly relevant as consumer demand grows.

The company sees the bottle format as particularly important for on-premise consumption. Glass remains closely associated with serving beer at the table or behind the bar, helping alcohol-free products compete more directly with conventional beers in hospitality settings.

Packaging supports premium positioning

For Bero, the decision is also connected to brand experience. Herman said the company had envisioned the brand in glass even before the artwork for its original cans was finalised, citing the way a glass bottle feels in the hand, pours and contributes to the overall drinking experience.

The introduction reflects a wider premiumisation trend across beverage packaging, where material selection increasingly influences consumers’ perceptions of quality and value. Glass continues to benefit from strong associations with craftsmanship, heritage and premium products.

Non-alcoholic beer continues to expand

The packaging launch comes as the non-alcoholic beer category continues to grow internationally. Bero cites market data suggesting that global non-alcoholic beer volumes could achieve annual growth of around 18% by 2029.

This growth is expanding the category beyond health-focused retail or specialist alcohol-free occasions. Non-alcoholic beers are increasingly being offered alongside conventional alcoholic beverages in restaurants, bars and social environments, creating new requirements for packaging formats that fit naturally into these settings.

Glass complements rather than replaces cans

Bero is not abandoning aluminium. Instead, the company is adding glass as another packaging option, allowing the same product to address different consumption occasions and distribution channels.

Cans continue to provide advantages such as low weight, portability and efficient transport, while glass can deliver different sensory and presentation characteristics. Maintaining both formats allows beverage brands to tailor packaging choices to retail, hospitality and at-home consumption.

Packaging becomes part of category development

As alcohol-free beer matures, packaging is increasingly playing a role in how brands position these products relative to traditional beer. Formats that once differentiated alcohol-free products may become less relevant as consumers expect them to offer the same quality and experience as established alcoholic categories.

By introducing glass alongside aluminium cans, Bero is using packaging to reinforce this transition. The Kingston Golden Pils bottles are being made available through selected bars and restaurants in the US and UK as well as through online channels.

Premiumisation creates new opportunities for glass

The launch also highlights continuing opportunities for glass packaging as beverage markets diversify. While lightweight formats and alternative materials are gaining attention, glass retains a strong position where tactile experience, premium presentation and brand differentiation are priorities.

For the growing non-alcoholic beer sector, offering multiple packaging formats could become increasingly important as brands compete across retail, e-commerce and hospitality channels while seeking to replicate the full experience traditionally associated with beer.