NEW YORK—Thompson Lodges introduced a nationwide partnership with BERO, the alcohol-free beer based by Tom Holland, for a year-long collaboration.
From Dry January activations to imminent BERO product launches and year-round programming tied to cultural moments, BERO will develop into the non-alcoholic beer of selection throughout Thompson Lodges’ properties. Built-in from check-in to community-driven moments, the partnership affords visitors an alternate designed for a wellness-forward life-style.
“Friends right now need greater than only a keep; they search experiences that align with how they stay,” stated Amar Lalvani, president and artistic director, The Life-style Group, by Hyatt. “Partnering with BERO provides Thompson Lodges the chance to satisfy the necessity for premium non-alcoholic choices, elevating every part from morning conferences to late-night celebrations by means of curated menus, immersive programming, and bespoke model moments, all whereas staying true to Thompson’s culture-driven method to hospitality and permitting visitors to have interaction on their very own phrases, with out sacrifice.”
“At BERO, we aspire to create greater than great-tasting non-alcoholic beer. We’re creating a way of life model distinctive within the area and one that’s grounded authentically to our customers’ lives,” stated John Herman, chief govt officer and co-founder of BERO. “The shared beliefs in creating memorable experiences for a contemporary shopper with a concentrate on elevated, social, and intentional dwelling make this an ideal partnership to shock and delight each of our communities.”
The year-long collaboration will span product integration, signature occasions, and collaborative content material, kicking off with a Dry January activation in Austin. Friends can anticipate a calendar of launches, in-market activations, and immersive experiences throughout Thompson Lodges all through 2026.
