BERO, the premium non-alcoholic beer brand founded by Tom Holland, is finding an exciting new home in South Florida through a three-year partnership with the Miami HEAT. BERO joins the legendary franchise as its proud non-alcoholic beer partner, complementing the rapid growth the brand has seen across the Florida market, up 405% since September 2025, with 478% sales growth in the region over the past year.

The venture makes Miami’s leading sports and entertainment hub the latest destination for BERO’s premium lineup, available at select concession bars and new VIP lounges. BERO’s accessibility for fans this season comes as non-alcoholic beer continues to gain ground nationally, with U.S. category volume growing 15% in 2025. The momentum is particularly relevant courtside, with YouGov research finding basketball among the most-followed sports for non-alcoholic beer drinkers, engaging 27% of the category’s consumers.

Throughout the next three years, BERO will be integrated across the HEAT fan experience through in-arena activations, sampling, branded touchpoints and digital content, with an additional presence at select concerts and events at Kaseya Center.“South Florida has become such an important market for BERO, and the response we’ve seen here has given us a lot of confidence in our expansion,” said John Herman, CEO and Co-founder of BERO. “We’re growing quickly, but we’re also being thoughtful about what comes next and the partners we grow with. The HEAT is a great example of that, and a big step forward for BERO as we continue to build the brand.”

“As the popularity of non-alcoholic beer skyrockets in our region, it was obvious we needed to bring this option to our fans,” said Glen Oskin, Vice President of Corporate Partnerships for the Miami HEAT. “BERO is best-in-class with its non-alcoholic beer, and we couldn’t be prouder to be associated with this up-and-coming brand.”

With cross-market availability at major local retailers, the Miami HEAT game-day experience builds on BERO’s presence while advancing the brand’s broader growth strategy, creating new opportunities for trial, visibility, and discovery in the places people already gather and enjoy beer. 

Image courtesy of BERO