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

NEW YORK, January 27 – Thompson Hotels, part of The Lifestyle Group, by Hyatt is redefining trendy hospitality with premium, wellness-forward experiences designed for a way visitors reside immediately. The model has introduced a nationwide partnership with BERO, the premium alcohol-free beer based by international icon Tom Holland, for a year-long collaboration centered on intention, presence, and celebration.

Rooted in shared cultural values of intention and elevated experiences, the partnership displays a perception that essentially the most significant moments occur when individuals are absolutely current. Launching by Thompson Hotels, the collaboration introduces BERO as a premium non-alcoholic beer that permits visitors to remain at 100% with out sacrificing high quality, taste, or enjoyment.

From Dry January activations to approaching BERO product launches, and year-round programming tied to related cultural moments, BERO will grow to be the non-alcoholic beer of selection throughout Thompson Hotels’ properties. Integrated seamlessly from check-in to community-driven moments, the partnership presents visitors an elevated different designed for a balanced, wellness-forward way of life.

“Guests today want more than just a stay; they seek experiences that align with how they live,” mentioned Amar Lalvani, President & Creative Director, The Lifestyle Group, by Hyatt. “Partnering with BERO givesThompson Hotels the opportunity to meet the need for premium non-alcoholic options, elevating everything from morning meetings to late-night celebrations through curated menus, immersive programming, and bespoke brand moments, all while staying true to Thompson’s culture-driven approach to hospitality and allowing guests to engage on their own terms, without sacrifice.”

“At BERO we aspire to create more than great tasting non-alcoholic beer. We are creating a lifestyle brand unique in the space and one that is grounded authentically to our consumers lives,” mentioned John Herman, CEO and Co-Founder of BERO. “The shared beliefs in creating memorable experiences for a modern consumer with a focus on elevated, social and intentional living makes this a perfect partnership to surprise and delight both 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. Guests can anticipate a dynamic calendar of launches, in-market activations, and immersive experiences throughout Thompson Hotels all through 2026.

You can be taught extra at https://www.hyatt.com/thompson-hotels/en-US/our-story/thompson-bero-moments. 

About Hyatt Lifestyle Group

The Lifestyle Group, led by President & Creative Director Amar Lalvani, oversees Hyatt’s way of life and hospitality innovation portfolio, together with The Standard, Thompson Hotels, Bunkhouse, Andaz, and different experience-led international manufacturers.

About Hyatt Hotels Corporation

Hyatt Hotels Corporation, headquartered in Chicago, is a number one international hospitality firm guided by its goal – to take care of folks to allow them to be their greatest. As of March 31, 2025, the Company’s portfolio included greater than 1,450 resorts and all-inclusive properties in 79 international locations throughout six continents. The Company’s providing contains manufacturers within the Luxury Portfolio, together with Park Hyatt®, Alila®, Miraval®, Impression by Secrets, and The Unbound Collection by Hyatt®; the Lifestyle Portfolio, together with Andaz®, Thompson Hotels®, The Standard®, Dream® Hotels, The StandardX, Breathless Resorts & Spas®, JdV by Hyatt®, Bunkhouse® Hotels, and Me and All Hotels; the Inclusive Collection, together with Zoëtry® Wellness & Spa Resorts, Hyatt Ziva®, Hyatt Zilara®, Secrets® Resorts & Spas, Dreams® Resorts & Spas, Hyatt Vivid Hotels & Resorts, Sunscape® Resorts & Spas, Alua Hotels & Resorts®, and Bahia Principe Hotels & Resorts; the Classics Portfolio, together with Grand Hyatt®, Hyatt Regency®, Destination by Hyatt®, Hyatt Centric®, Hyatt Vacation Club®, and Hyatt®; and the Essentials Portfolio, together with Caption by Hyatt®, Hyatt Place®, Hyatt House®, Hyatt Studios, Hyatt Select, and UrCove. Subsidiaries of the Company function the World of Hyatt® loyalty program, ALG Vacations®, Mr & Mrs Smith, Unlimited Vacation Club®, Amstar® DMC vacation spot administration companies, and Trisept Solutions® know-how companies. For extra info, please go to www.hyatt.com.

About BERO

Born in London, crafted in America, and loved worldwide, BERO is essentially the most premium non-alcoholic beer in the marketplace and is co-created by Tom Holland and John Herman for individuals who by no means settle. With supreme components and memorable style, our beer makes positive nothing will get in the best way of savoring each second. Because you are already chasing a life enriched – we’re merely right here to make it distinctive. Expect Nothing Less. Learn extra at www.berobrewing.com.