Nonalcoholic beer has quietly become one of the strongest performers in the beverage industry, which saw declining consumption in 2024. According to NIQ’s August 2025 Beverage Alcohol Reportthe nonalcoholic category reached $925 million in off-premise sales, up 22% year over year, and is expected to surpass $1 billion by the end of 2025. The Hello describes no- and low-alcohol products as “a crucial growth driver for the future of U.S. beer,” noting that moderation is now a structural category shift rather than a passing trend.

As drinkers prioritize quality over quantity, premiumization has become a key trend in both alcoholic and nonalcoholic beverages. NIQ finds that consumers are willing to pay for authenticity, craftsmanship, and perceived value — the same traits that drive luxury spirits and are now extending into the alcohol-free space. This shift has opened the door for brands such as Athletic Brewing Company, French Bloom, and Bero, each of which positions moderation as a lifestyle rather than a limitation.

Tinfoil Swans

Aston Martin is no stranger to zero-proof drinks. In 2021, it partnered with Peroni Libera 0.0% for its Formula One team, a realm usually reserved for Champagne. The partnership first took shape at Le Mans during the 24 Hours race, where both brands already attract fans of speed and design. The Bero partnership shifts that idea off the track and into the brand’s lifestyle lane — two British names meeting on craft and control.

Bero launched last year with a straightforward pitch: born in London, crafted in America, built for grown-up sipping. Early placements at Soho House and Selfridges, along with direct-to-consumer online sales, quickly established its place in premium settings.

“Tom and I are incredibly excited to announce Bero’s partnership with Aston Martin, a brand that exemplifies performance, British mastery, and craftsmanship,” says John Herman, Bero’s CEO and cofounder. “We can’t wait for our two brands to work together to create experiences for people who seek an enriched lifestyle.”

That emphasis on craft mirrors how Aston Martin describes its cars: precise, deliberate, and built by hand. It makes the partnership feel less like a sponsorship and like a shared philosophy about doing things the right way.

Consumers are treating nonalcoholic drinks the way they once treated small-batch spirits or natural wine — as expressions of taste, not restraint. NIQ points to consumers gravitating toward products that feel intentional — where origin, craft, and ingredient quality do the talking. For brands like Bero, the goal isn’t to imitate beer; it’s to exist in the same world as fine cars and good design, where taste and intention go hand in hand.

Over the next three years, Bero will appear at Aston Martin events and owner experiences worldwide, with co-branded products already in development. For fans, it means seeing nonalcoholic beer served alongside the brands that once defined Champagne culture.

The timing makes sense: Nonalcoholic drinks now show up at fine dining pairings and luxury resorts just as often as they do at casual gatherings. What was once a niche market has become a symbol of intentional living and taste.

The luxury sector is learning what the NA world already knows: Refinement doesn’t require excess. For Bero, aligning with Aston Martin cements its place among brands that see craftsmanship as its own kind of indulgence.