Thompson Hotels has announced a new nationwide collaboration with BERO, the premium non-alcoholic beer brand co-founded by actor Tom Holland. The year-long agreement aims to integrate wellness-focused drinking options across the Hyatt-owned brand’s portfolio in the United States. This partnership officially launched on 27 January in New York.

The collaboration focuses on providing guests with high-quality alcohol-free alternatives that do not compromise on flavour. BERO will be featured as the primary non-alcoholic beer choice throughout Thompson Hotels’ bars and restaurants. The initiative began with specific activations for Dry January and will continue with product launches and cultural events scheduled throughout 2026.

“Guests today want more than just a stay; they seek experiences that align with how they live,” said Amar Lalvani, President & Creative Director, The Lifestyle Group, by Hyatt. “Partnering with BERO gives Thompson Hotels the opportunity to meet the need for premium non-alcoholic options, elevating everything from morning meetings to late-night celebrations through curated menus, immersive programming, and bespoke brand moments, all while staying true to Thompson’s culture-driven approach to hospitality and allowing guests to engage on their own terms, without sacrifice.”

The rollout includes a series of signature events and collaborative content. The first major in-market activation recently took place in Austin, Texas. According to the brand, the integration will be visible from the point of check-in through to various community-driven social moments at the hotels. This move reflects a broader trend in the hospitality industry toward intentional living and balanced lifestyles.

“At BERO we aspire to create more than great tasting non-alcoholic beer. We are creating a lifestyle brand unique in the space and one that is grounded authentically to our consumers lives,” said John Herman, CEO and Co-Founder of BERO. “The shared beliefs in creating memorable experiences for a modern consumer with a focus on elevated, social and intentional living makes this a perfect partnership to surprise and delight both of our communities.”

The partnership is designed to cater to the modern traveler who prioritises being fully present. By offering BERO, Thompson Hotels aims to enhance its bar programs while appealing to the growing demographic of consumers choosing alcohol-free options for social and health reasons.