Nonalcoholic beer is rapidly emerging as one of the foremost segments in the beverage alcohol industry, with U.S. sales anticipated to exceed $1 billion by the end of 2025, reflecting a notable cultural shift towards moderation. The growth of this market is propelled by a focus on premiumization and craftsmanship, as consumers increasingly prioritize quality, authenticity, and a lifestyle connection with brands such as Athletic Brewing Company, French Bloom, and Bero.
Bero’s recent collaboration with Aston Martin underscores the trend of elevating nonalcoholic beverages to luxury status, positioning moderation as a sophisticated choice comparable to the world of high-performance cars and exquisite design. This partnership highlights the intersection of refined taste and health consciousness, offering consumers a way to enjoy exceptional experiences without the alcohol.
The nonalcoholic sector has shown remarkable resilience amid overall declines in beverage consumption in 2024. According to NIQ’s August 2025 Beverage Alcohol Report, off-premise sales of nonalcoholic products climbed to $925 million—marking a 22% increase year-over-year—and are projected to reach the billion-dollar milestone in two years. The IWSR recognizes no- and low-alcohol products as pivotal to the future growth of the U.S. beer market, signaling that the move towards moderation is not merely a fleeting trend but a significant category transformation.
As consumers shift from quantity to quality, premiumization emerges as a driving force within both alcoholic and nonalcoholic beverage sectors. Findings from NIQ reveal that individuals are willing to invest more in drinks that convey authenticity, craftsmanship, and perceived value—qualities traditionally associated with luxury spirits, which are now gaining traction in the alcohol-free domain. Brands like Athletic Brewing, French Bloom, and Bero exemplify this movement, framing moderation as a lifestyle choice rather than a restriction.
Bero, which debuted last year, emphasizes a clear narrative: born in London and crafted in America for mature enjoyment. With early placements at prestigious venues like Soho House and Selfridges, as well as direct-to-consumer sales, it has carved a niche in the premium market. The partnership with Aston Martin is expected to enhance both brands’ profiles, aligning with shared values of performance and artistry.
John Herman, Bero’s CEO and cofounder, expresses enthusiasm about the collaboration, highlighting Aston Martin’s legacy of British mastery and precise craftsmanship. This partnership is less about conventional sponsorship and more a meeting of philosophies centered on quality and intentionality.
Consumers are beginning to regard nonalcoholic drinks similarly to small-batch spirits and natural wines—appreciating them as expressions of taste rather than compromises. The intent behind sourcing, crafting, and ingredients has become a significant factor in consumer preferences. For brands like Bero, the aspiration is not to emulate beer but to be elevated in the same realm as fine automobiles and elegant design.
In an evolving market landscape, Bero plans to make appearances at Aston Martin events globally over the next three years, with collaborative products in the pipeline. As nonalcoholic options increasingly find their way into fine dining establishments and luxury resorts, what once was seen as an alternative is now embraced as a standard of sophistication and intentional living.
The upscale market is beginning to recognize what the nonalcoholic sector has long understood: indulgence can manifest beyond excess. Bero’s alignment with Aston Martin solidifies its place among premium brands that celebrate craftsmanship, demonstrating that luxury is as much about quality as it is about quantity.