Thompson Hotels Partners With BERO to Expand Non-Alcoholic Offerings and Bar Programming

Thompson Hotels, a part of The Lifestyle Group, by Hyatt is redefining modern hospitality with premium, wellness-forward experiences designed for how guests live today. The brand has announced a nationwide partnership with BERO, the premium alcohol-free beer founded by global icon Tom Holland, for a year-long collaboration centered on intention, presence, and celebration.

Partnership Launch:
Thompson Hotels (part of Hyatt’s Lifestyle Group) has partnered with BERO, a premium non-alcoholic beer brand co-created by actor Tom Holland and entrepreneur John Herman.

Focus on Wellness & Lifestyle:
The collaboration emphasizes intention, presence, and celebration, aligning with growing demand for wellness-forward hospitality.

Integration Across Properties:
BERO will be featured in bar programs nationwide, from check-in experiences to curated community events.

Programming:
Includes Dry January activations, signature events, and immersive experiences tied to cultural moments throughout 2026.

Guest Experience:
Offers guests a premium alternative to alcohol without sacrificing flavor or enjoyment, enhancing everything from morning meetings to late-night celebrations.

Leadership Voices
- Amar Lalvani, President & Creative Director of Hyatt’s Lifestyle Group:
> “Guests today want more than just a stay; they seek experiences that align with how they live.”

- John Herman, CEO & Co-Founder of BERO:
> “We aspire to create more than great tasting non-alcoholic beer. We are creating a lifestyle brand.”

Strategic Context
- Hyatt’s Lifestyle Group oversees brands like Thompson Hotels, The Standard, Andaz, Bunkhouse, and more.
- This partnership reflects a broader hospitality trend: luxury and lifestyle hotels are increasingly integrating non-alcoholic and wellness-driven offerings to meet evolving guest expectations.