BERO Partners with Miami HEAT to Boost Non-Alcoholic Beer Presence
News fromCourierPR · 1 min read
MIAMI, Oct. 22, 2026 /CourierPR/ -- BERO, the premium non-alcoholic beer brand co-created by Tom Holland and John Herman, has secured a significant partnership with the Miami HEAT, marking a strategic move to bolster its presence in the Florida market. The three-year deal will see BERO join the ranks of the NBA franchise as its official non-alcoholic beer partner, with the brand's rapid growth in the region serving as the backdrop for this collaboration.
Since September 2025, BERO has witnessed a remarkable 405% increase in its market presence across Florida, with sales in the region soaring by an impressive 478% over the past year. This growth underscores the increasing popularity of non-alcoholic beer, a trend that has seen the U.S. category volume expand by 15% in 2025. According to YouGov research, basketball fans, particularly those in the non-alcoholic beer category, represent a significant portion of the market, with 27% of consumers engaging in this segment.
The partnership with the Miami HEAT and the 19,600-seat Kaseya Center will integrate BERO into the fan experience through a variety of in-arena activations, sampling opportunities, and branded touchpoints. Kaseya Center, a LEED Gold Recertified venue, is a hub for more than 150 events annually and is currently ranked the top arena in Florida for the 11th consecutive year. Named as Billboard's 2026 Top East Coast Arena, the facility is equipped with state-of-the-art sound and lighting systems, making it an ideal setting for BERO's brand integration.
The deal aligns with BERO's broader growth strategy, aiming to create new opportunities for trial, visibility, and discovery in the places where people gather and enjoy beer.
Through this partnership, BERO will be available at select concessions bars and new VIP lounges at Kaseya Center, offering fans a premium non-alcoholic beer experience. The brand's accessibility and integration into the HEAT fan experience are expected to drive further growth and visibility for BERO in the Florida market and beyond.