Bero by Tom Holland - Official Launch Parties

In October 2024, SKB Event Shop worked with Bero, a new non-alcoholic beer brand launched by Tom Holland, for the official launch events in New York City.

Hosting two events during the week, one for industry, and one for press/VIP guests, the week’s event covered all of the brand’s objectives when paired with a full 360 marketing and press push campaign.

The industry event, co-hosted with Chase Sapphire/The Infatuation, was held at the newly opened NYC hotspot, The Corner Store - marking the venue’s first ever private event in the space. The event hosted 100+ industry notables, F&B directors, bar managers strategically from valuable accounts across the city, providing all with an intimate opportunity to taste the product for the first time and mingle and chat with Tom and team directly about the brand.

The VIP/press event was hosted on the rooftop of the gorgeous Nine Orchard Hotel in lower Manhattan, where 200+ guests, celebrities, press, and notable New Yorkers were treated to a talk with famed restauranteur Bobby Flay, in conversation with Tom Holland, and Bero CEO John Herman. Following the talk, guests enjoyed Bero as well as cocktails and pass hors d’oeuvres while engaging in branded activations such as poker and putt putt golf, while taking in tunes by DJ Beau Cruz. A custom fabricated press wall was designed by SKB Event Shop and produced by 11th Street Workshop, which featured beautifully lit shelving and a cut-out logo at the top with backlighting, making for a gorgeous photo opportunity for all. 11th Street Workshop also custom produced a Bero poker table, as well as Bero putting green, and guests were treated to custom-designed Bero playing cards and tote bags upon departure.

Photography by BFA, as well as Dolly Faibyshev.