John Mulaney and Tom Holland: Pioneering Non-Alcoholic Beer Brands

Comedian John Mulaney has recently partnered with Years, a non-alcoholic beer brand, to promote its products through a new advertising campaign. Mulaney, who has been sober since 2021, is a long-time fan of Years, which he describes as a Midwest pilsner that stands out among other non-alcoholic options. In the advertisement, Mulaney humorously addresses misconceptions about his sobriety, particularly a moment when his wife, Olivia Munn, thought he was drinking again after seeing him with several cans of Years. Mulaney clarified, “She’s well aware of my enjoyment of Years non-alcoholic beer,” emphasizing his commitment to sobriety while enjoying non-alcoholic beverages.

Variety MagazineCoventry TelegraphSip Smarter, Not Harder. A Practical 5-Step Guide to Sober OctoberRobert Downey Jr. and Tom Holland Reunite to Tackle the Crisis Killing 500 Americans Every DayPeople Magazine

Actor Tom Holland launched his own non-alcoholic beer brand, BERO, in 2024, aiming to provide a premium option for consumers seeking flavorful alternatives without alcohol. BERO has quickly gained traction in major retailers like Target and Amazon, offering four varieties of non-alcoholic beer. Holland's brand emphasizes quality ingredients and aims to cater to an active lifestyle. The brand's operational efficiency has been enhanced through the use of Oracle NetSuite’s business management suite, which has streamlined processes such as financial reporting and order fulfillment.

Tom Holland’s BERO Taps Artificial Intelligence to Accelerate Global Non-Alcoholic Beer Expansion

In a notable collaboration, Holland's BERO has teamed up with Robert Downey Jr.'s Happy Coffee to create two new beverages: BERO Coffee Draught and Happy Eternal Hoptimist. This partnership reflects both actors' personal journeys with sobriety and their commitment to providing enjoyable, alcohol-free options. Downey Jr. stated, “My friendship with Tom stems from mutual support and respect,” highlighting the personal connection behind the collaboration. The new products blend the flavors of coffee and non-alcoholic beer, aiming to offer consumers a satisfying experience without the effects of alcohol.

People MagazineRobert Downey Jr. and Tom Holland Reunite to Tackle the Crisis Killing 500 Americans Every DayCoventry TelegraphSip Smarter, Not Harder. A Practical 5-Step Guide to Sober OctoberVariety MagazineMaking Your Brand Pop IRL with Athletic and Boston Experiential Group at Brewbound Live 2025Tom Holland’s BERO Taps Artificial Intelligence to Accelerate Global Non-Alcoholic Beer Expansion

The rise of non-alcoholic beverages is evident, with industry sales increasing by 33% in 2024. Approximately 41% of Americans are actively trying to reduce their alcohol consumption, reflecting a broader trend towards healthier lifestyle choices. Events like Sober October encourage individuals to explore alcohol-free options, further promoting brands like Years and BERO.

Sip Smarter, Not Harder. A Practical 5-Step Guide to Sober October

While the non-alcoholic beverage market is expanding, some critics argue that these products may not fully address the complexities of alcohol addiction. The Association of American Medical Colleges reports that alcohol addiction claims nearly 500 lives daily in the U.S., indicating that while alternatives like non-alcoholic beers are beneficial, they are not a comprehensive solution to the addiction crisis.

Robert Downey Jr. and Tom Holland Reunite to Tackle the Crisis Killing 500 Americans Every Day

• “She’s well aware of my enjoyment of Years non-alcoholic beer,” — John Mulaney

Variety Magazine

• “My friendship with Tom stems from mutual support and respect, and this partnership is exactly that — sharing what we love and creating quality products in tandem,” — Robert Downey Jr.

People Magazine

• “This is the kind of collaboration you can only do with a friend. Robert knows coffee better than anyone, and we wanted to bring that same level of care to a beer that celebrates what both our brands stand for: quality, craft, and a premium experience in every sip.” — Tom Holland

People Magazine

The collaboration between Mulaney, Holland, and Downey Jr. illustrates a significant shift in the beverage industry, where celebrity endorsements are increasingly aligned with personal narratives of recovery and health.

Variety Magazine