British actor Tom Holland’s non-alcoholic beer brand Bero has secured its first retail listing with Selfridges.

Cans of the premium beer, which were inspired by Holland’s three-year path to sobriety, will be available to shop online and in UK stores in boxes of six in Kingston Golden Pils, Edge Hill Hazy IPA, and Noon Wheat.

The products will be available in both the drinks aisle and chiller fridges, with Bero representatives on hand to provide in-store samples during select dates in April.

Subscribe to Grocery Gazette for free

Sign up here to get the latest grocery and food news each morning

Out-of-home billboards will also roll out around London alongside new social media content to highlight the brand’s messaging around creating a more balanced lifestyle without compromising on quality or taste.

The listing with department store Selfridges follows Bero’s rollout into private members club Soho House earlier this year, following a successful launch in the US – with the beer selling out online one day after initially going live.

Bero CEO John Herman said: “Securing Selfridges as our first UK prestige retail listing is a huge milestone for Bero. As a brand dedicated to redefining low/non- alcoholic beer, we’re thrilled to be joining the shelves of such an iconic retailer known for its innovation and outstanding quality.

“This partnership brings us one step closer to making premium, great-tasting non-alcoholic beer more accessible to consumers who refuse to compromise on flavour or experience.”