A movie tie-in feels different when the brand shares the same leading man.
Tom Holland’s BERO partnered with Sony Pictures on a limited-edition collection of Kingston Golden Pils cans.
“Because the brand was founded by Tom, this collaboration feels incredibly authentic from the inside out,” BERO CEO John Herman said in a press release.
The “Spider-Man: Brand New Day“-inspired collectibles are available online and at select U.S. theaters ahead of the film’s July 31 release.
The six-packs arrive at participating Alamo Drafthouse and Studio Movie Grill locations, giving fans another reason to engage with the Marvel franchise.
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The collaboration places the brand in front of moviegoers at a time when non-alcoholic beer continues to gain mainstream visibility.
The co-branding also gives BERO cultural relevance that many emerging beverage brands have yet to earn.
Upside-Down Cans Read From the Bottom Up
BERO’s Kingston Golden Pils six-packs are redesigned with artwork inspired by the upcoming film.
The design flips the script, literally, as all the typography reads from the bottom up.
This is to match an upside-down Spider-Man hanging from the lip of the can by his web.
Fans can purchase the collectible packaging through the brand’s official website or at participating theater chains.
Selling the cans inside movie theaters places the product directly within the fan experience.
It gives consumers a physical keepsake of opening week while introducing the non-alcoholic beverage to new audiences.
“BERO has always been about creating something people genuinely want to share with the people around them,” Herman added.
“Moments don’t get much bigger than the release of ‘Spider-Man: Brand New Day.'”
We agree, and it helps that Spider-Man himself owns the brand, so the placement is free brand awareness for any moviegoer who has never heard of BERO.
@berobrewing#BERO is the only answer 😉👀 #spiderman#tomholland#brandnewday♬ original sound – BERO Brewing
Celebrity-owned brands hold an edge that ad budgets rarely buy, since the founder arrives with a following most companies could never afford.
Holland reaches 65 million followers on Instagram and wife Zendaya another 176 million, so a single post promotes the brand to a wide audience for free.
28% of Young Adults Follow Celebrity Picks
According to Circana, nearly 49% of Americans are actively trying to reduce their alcohol consumption.
This creates more opportunities for non-alcoholic brands to reach mainstream shoppers.
The demand is even higher among younger consumers.
Twenty-eight percent of Gen Z and millennialstried a non-alcoholic beverage because a celebrity or influencer endorsed it.
The celebrity pull of BERO alone can convert fans into collectors chasing a can connected to the summer’s biggest Marvel release.
The BERO x Spider-Man partnership reflects how cultural relevance can accelerate discovery for emerging beverage brands.
- Authentic partnerships create brand trust. Brands should connect with properties that have a credible relationship to strengthen consumer confidence.
- Collectibles extend product value. Teams should create limited-edition packaging to encourage purchases beyond functional need.
- Entertainment expands distribution opportunities. Marketers should meet audiences where excitement already exists to increase trial and awareness.
Limited-edition collaborations can create demand when the launch feels authentic to the brands involved.
Our Take: Will Every Tom Holland Film Get a BERO Tie-In?
Earlier this month, BERO released a limited-edition collection inspired by Christopher Nolan’s “The Odyssey.”
Just weeks later, the brand is back to celebrate Peter Parker’s return to the big screen.
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We think the back-to-back collaborations raise an interesting question.
At what point does a delightful surprise become an expected part of a Holland film?
If audiences begin to anticipate a new collectible with each movie, the brand could carve out a marketing lane that it owns almost exclusively.
To keep fans engaged, future collaborations will need to feel tailored to each film, giving consumers something worth collecting.
Universal is chasing the same instinct with its Trojan Horse tour for “The Odyssey,” a physical stop fans travel to see and photograph for themselves.
Looking for an agency that can create licensed collaborations that consumers actually want to collect?
Explore these top branding agencies to find partners specializing in brand partnerships and product marketing.
