In the vibrant landscape of Hollywood, where celebrity influence often extends beyond the silver screen, actor Tom Holland is strategically leveraging his platform not only for his highly anticipated cinematic ventures but also for his burgeoning non-alcoholic beer brand, BERO. On Wednesday, April 29, 2026, Holland spearheaded the second annual BERO Padel Classic, an exclusive, invite-only tournament that brought together a diverse cohort of talent from the worlds of sports, entertainment, and culture. The unlikely venue — a transformed parking garage atop the Sherman Oaks Galleria in Los Angeles — underscored the brand’s innovative approach and its commitment to fostering community.
The BERO Padel Classic: A Star-Studded Gathering
The event, a testament to Holland’s entrepreneurial spirit and dedication to a sober lifestyle, drew a glittering array of celebrities and cultural figures. Among the notable attendees were actor Simu Liu, DJ and record producer Steve Aoki, comedian Rainn Wilson, motivational speaker Jay Shetty, and DJ Diplo. Adding a personal touch to the proceedings, Holland’s partner, Zendaya, was also present, offering her support for both BERO and the Padel Classic. This confluence of influential personalities served to amplify BERO’s core message of community, friendship, and inclusive social interaction, reinforcing Holland’s vision for a brand that transcends traditional non-alcoholic offerings.
Speaking to The Hollywood Reporter prior to the tournament’s commencement, Holland articulated the philosophy behind BERO and the choice of Padel as its signature event. "BERO’s whole message is community and reaching out to people, friendship and hanging out with one another," he explained. His personal passion for Padel was evident: "Padel, for me, is one of my favorite sports. I love playing it with my family. I love the social element of it. People who aren’t maybe as good at tennis can have a good go at Padel. I’m just really happy to be here today to celebrate BERO and meet some really fun people." The event itself was a meticulously curated experience, featuring country club-style amenities with food and beverage offerings from Ggiata, Wake N Late, Rocky’s Matcha, Chara, and Barry’s Fuel Bar. Vuori provided elevated activewear for the day, while NOX supplied best-in-class gear for the competition. Participants also received premium gifting from Mr Porter, with HexClad and Aston Martin joining as event partners, further elevating the brand’s profile. The tournament culminated in a victory for Team Shandy, comprising Elias Weiss-Friedman, Luis Estrada, Ligita Motiejauskaite, Logan Langberg, Hank Medina, and Diego Leal. In a commendable display of corporate social responsibility, BERO pledged a $20,000 donation to a charity of the winning team’s choice, supplemented by an additional $5,000 from HexClad, underscoring the event’s philanthropic dimension.
Innovating the Non-Alcoholic Market: BERO’s Evolution
A significant reveal at this year’s Padel Classic was the launch of BERO’s new glass bottle, a move Holland had long championed. "I love the new bottle," Holland enthused. "When we first launched the company and talked about designing the cans and other details, I was always really hungry to get a glass bottle out there. For logistical reasons that are way beyond my kind of skillset, it was much harder than we had once anticipated. To have the bottles here today is so exciting." He specifically lauded Neha Soi, BERO’s chief of operations, as an "absolute wizard" for her instrumental role in bringing the bottle to fruition within challenging timelines.
Holland’s deep involvement in BERO extends particularly to its marketing and branding. His vision for the new bottle design was clear: sleek, minimalist, and crucially, non-discriminatory. He aimed to create a product that "didn’t scream non-alc." This design philosophy directly addresses a common pain point for non-drinkers, as Holland elaborated: "With a lot of the non-alc companies, their bottles are blue and it’s their way of signifying that it is a non-alcoholic beer. As someone who doesn’t drink, I found that spotlight in a bar sometimes a little overwhelming. My plan for BERO was to create something that people can drink in a bar with all their mates, who might be drinking full-strength beers, and not be made to feel like they are standing out for the wrong reasons."
This strategic branding taps into a rapidly expanding global market for non-alcoholic beverages. Industry reports indicate that the non-alcoholic beer market alone is projected to reach over $30 billion by the end of the decade, driven by increasing health consciousness, wellness trends, and the growing "sober curious" movement, particularly among younger demographics like Gen Z and Millennials. Consumers are actively seeking sophisticated, flavorful alternatives to alcohol, and brands like BERO, with their emphasis on quality and social integration, are perfectly positioned to capture this evolving demand. Holland’s approach to design and marketing reflects a keen understanding of consumer psychology within this niche, aiming to normalize non-alcoholic choices rather than highlight them as an exception.
Sobriety and Authenticity: Holland’s Personal Journey
Central to BERO’s narrative, and indeed to Holland’s public persona, is his journey with sobriety. The actor openly shared how owning the brand has been "incredibly helpful" in maintaining his commitment to an alcohol-free life. "There’s definitely a two bird, one stone situation here, which is that I love the product, I love the brand, and I love the people I get to work with. But it also has really helped me stay sober because our whole ethos is authenticity. It would be incredibly unauthentic if I was trying to sell non-alcoholic beer while also drinking myself. It’s such a great drive for me to stay sober," Holland stated, highlighting the symbiotic relationship between his personal values and his business venture.
He further elaborated on the profound positive changes sobriety has brought to his life. "I’m just a better version of myself. I am clearheaded and I’m able to work harder. I think I do better work. I think that I handle things going wrong at work in a much more gracious way, and I can take those things in stride and not let myself get flustered," he reflected. Holland, who admitted to previously being prone to panic, has found a newfound sense of calm and control. "Since quitting drinking and having such a level head through my whole experience, I’ve just found myself able to manage things a lot better." This candid sharing of his personal transformation not only resonates with individuals exploring sobriety but also lends a powerful layer of authenticity to the BERO brand, making it more than just a product, but a lifestyle choice championed by its founder. His public narrative aligns BERO directly with personal well-being and improved mental clarity, values increasingly sought after by consumers.
Padel’s Ascendance: A Sporting Passion
While BERO embodies Holland’s entrepreneurial and personal journey, Padel represents a cherished recreational passion. Padel, often described as a hybrid of tennis and squash, is typically played in doubles on an enclosed court roughly one-third the size of a tennis court, with walls that can be used strategically during play. Its accessible nature and social dynamic have fueled its exponential growth worldwide, making it one of the fastest-growing sports globally, particularly popular in Europe and Latin America, and rapidly gaining traction in the United States. The sport’s appeal lies in its quick learning curve compared to tennis, yet it offers more dynamic play and power opportunities than, for instance, pickleball.
Holland’s enthusiasm for Padel is palpable, though he admitted to a recent hiatus. "Admittedly, I have not played padel in ages. I’ve been so busy. I’ve been so lucky the last year to do The Odyssey and Spider-Man back-to-back," he explained. His absence from the court was a pragmatic decision to avoid injury during demanding film productions. "I really did not want to get injured while I was working, and when I play padel, I like to play at 100 percent capacity which means that I’m very, very vulnerable to rolling an ankle or something. So I was being very careful." With filming concluded for the year, Holland expressed excitement about returning to the sport.
When drawn into the popular debate of "Padel versus pickleball," Holland unequivocally declared his preference: "Padel all day." While acknowledging his enjoyment of pickleball, particularly playing with Zendaya’s mother, he found it lacked the intensity he craved. "I think pickle for me kind of lacks the power that padel has. In padel, you can really smack it." He drew a parallel to his childhood dreams: "I love that padel feels more in line with tennis. I love tennis, but I’m not a very good tennis player. So padel, I think, gives me that young kid’s dream to play tennis at a high level, and I love it." Observing professional Padel players at the event, Holland noted the advanced skill level transforms the game, making it "a lot of fun to see." This endorsement from a global celebrity like Holland further contributes to Padel’s burgeoning visibility and mainstream appeal.
Navigating the Blockbuster Press Gauntlet: A New Era of Promotion
Beyond his entrepreneurial endeavors, 2026 is poised to be a monumental year for Holland’s acting career with the back-to-back releases of two highly anticipated films: Christopher Nolan’s The Odyssey, opening July 17, and Destin Daniel Cretton’s Spider-Man: Brand New Day, set for release on July 31. This dual release necessitates an extensive global press tour, a daunting prospect Holland openly acknowledged. "The press tour that we are about to go on is humongous. I’m not going to lie and say that I’m not daunted by the travel and the number of events we are going to," he confessed.
However, Holland expressed optimism about the evolving landscape of film promotion. He appreciates how the industry has shifted towards creating "an environment where people promoting movies can be more authentic to who they are." This move towards more personal and engaging formats, such as podcasts with "really, really fun hosts," is a welcome change from the traditional, often monotonous, "hundred interviews in a day" hotel room junkets. While acknowledging the fun of group interviews with co-stars like Zendaya and Jacob Batalon, Holland values the new strategic approach. "I’m someone that really protects my personal life at all costs, but I will always trade a podcast with a really, really fun host over sitting in a hotel room and doing a hundred interviews in a day." He credits his "amazing publicist [Cara Tripicchio] who looks after me better than anyone" for navigating the complex promotional schedule.
The upcoming press tours will also integrate a significant community and charitable component, particularly for Spider-Man. "One of the things that I love, especially for Spider-Man, is that the movie is all about community. All of these stops that we’re doing, we are working in cultural events, community events and there will be charitable components," Holland revealed. "When you can promote a movie but also shed some light on amazing causes, that’s what really makes a difference." This strategy aligns with a broader industry trend of integrating social responsibility into large-scale marketing campaigns, leveraging celebrity platforms for philanthropic impact.
Returning to the iconic role of Peter Parker after a few years feels "very strange" but also exciting for Holland, especially after the COVID-era shift to virtual press. He looks forward to collaborating with and learning from his esteemed colleagues. For The Odyssey, he anticipates gaining invaluable insights from co-star Matt Damon and the visionary director Christopher Nolan. Nolan, renowned for his complex narratives, mind-bending concepts, and masterful use of practical effects, is known for his immersive involvement in every aspect of his films, including promotion. Holland observed, "What I love about Chris is that his involvement isn’t just making the movie. He’s over every piece of creative we do for press and promo. It’s just really interesting to see what one of the greatest living directors does on set and then what he does for the press tour." He described The Odyssey as "mind-blowing work" that will leave audiences "scratching your head, saying to yourself, ‘I don’t understand how he did that.’"
For Spider-Man: Brand New Day, directed by Destin Daniel Cretton, known for his character-driven storytelling and ability to infuse emotional depth into large-scale productions (as seen in Shang-Chi and the Legend of the Ten Rings), Holland expresses admiration for the team. "All of the people that I made the movies with, I love and admire, and they are at the top of their game and people that I can learn from." The stark difference between the two films, one a Nolan epic and the other a new chapter in the beloved Marvel saga, highlights Holland’s versatility as an actor and promises a diverse cinematic experience for audiences.
A Summer of Cinematic and Entrepreneurial Triumph
Tom Holland stands at a pivotal juncture in his career, seamlessly blending his success as a leading actor with his growing influence as an entrepreneur and advocate for a healthier lifestyle. The BERO Padel Classic serves as a powerful symbol of his commitment to authenticity and community, values that resonate deeply with modern audiences. As he prepares to embark on a demanding global press tour for two highly anticipated blockbusters, The Odyssey and Spider-Man: Brand New Day, Holland’s ability to manage immense professional pressures while championing personal well-being will undoubtedly define his "fantastic summer" of 2026. His journey exemplifies a new paradigm for celebrity, one where personal conviction and commercial ambition converge to create meaningful impact.
