Tom Holland’s ID Rejected in U.S. Store—While Buying His Own Product

Tom Holland, the 28-year-old British actor beloved for his role as Spider-Man, recently found himself in a humorous yet ironic situation while attempting to purchase his own brand of non-alcoholic beer, Bero, at a Target store in the United States. The event, which occurred on February 18, 2025, sparked widespread media attention, drawing attention to U.S. retail policies, ID verification challenges, and Holland’s personal journey with sobriety.

The Launch of Bero and Holland’s Sobriety Journey

Holland’s foray into the non-alcoholic beverage market with his brand, Bero, began in October 2024. The premium non-alcoholic beer, which offers a variety of flavors including “Golden Pil” and “Hazy IPA,” was developed with the intention of catering to the growing demand for non-alcoholic alternatives. This product holds personal significance for Holland, who embarked on his sobriety journey in early 2022 after participating in Dry January. Since then, he has been open about his struggles with alcohol, describing staying sober as “the hardest achievement of my life.” By February 2025, Holland was nearing his third year of sobriety, making Bero not only a professional milestone but also a personal one, as it provides an inclusive option for those who choose not to drink.

The Shopping Trip and the Irony of the Situation

On the day of the incident, Holland set out to purchase his own product from Target, a retailer he had proudly announced would carry Bero nationwide starting in January 2025. However, his mission was not without its challenges. Holland visited three different Target stores, as the first two didn’t have Bero in stock. In a humorous Instagram Story, he quipped that it was “not the best marketing” for his new brand. At the third store, he finally located the Bero cases—presented in red, gold, and green packaging—but ran into an unexpected issue at checkout.

Despite being 28 years old, Holland’s British ID was not accepted for age verification. This was because in the United States, non-alcoholic beer, which can contain up to 0.5% alcohol by volume (with most popular brands ranging from 0.3% to 0.4%), is subject to the same age restrictions as alcoholic beverages, requiring customers to be 21 or older. Unfortunately, Holland’s British ID did not meet U.S. standards for verifying age, and as he later explained in an Instagram post, he “couldn’t prove my age”—an ironic twist given that he was trying to buy his own product.

Employee Assistance and Resolution

Fortunately, the situation was resolved thanks to a “really lovely employee” at Target, who stepped in to help. The employee scanned their own ID to assist Holland with the purchase, allowing him to secure his Bero cases. Holland later shared the experience on Instagram, describing the day as “exciting” despite the initial rejection. He laughed at the absurdity of the situation, commenting, “Kind of ironic that I wasn’t allowed to buy my own product.”

Public Reaction and Media Coverage

The story quickly gained traction across various media outlets. People Magazine highlighted Holland’s humorous Instagram Stories, while The Independent focused on the broader context of his sobriety journey and Bero’s launch. Hollywood Reporter also covered the incident, though with less emphasis on the details. Social media reactions were widespread, with Reddit discussions on r/entertainment noting the irony of the situation and applauding Holland’s promotion of non-alcoholic options. Many users appreciated how Holland had turned a potentially frustrating experience into a lighthearted and relatable moment.

The Implications of the Incident

While the incident itself was lighthearted, it also highlighted some key aspects of the evolving landscape of non-alcoholic beverages and retail policies. As the market for non-alcoholic drinks grows, there is an increasing demand for alcohol-free alternatives, and Bero’s success could signal a broader cultural shift. Holland’s personal connection to the product and his openness about sobriety have likely contributed to its appeal, making this small hiccup in his shopping trip another humorous chapter in his ongoing journey.

In the end, the story of Tom Holland being unable to buy his own beer serves as both a humorous reminder of the peculiarities of fame and a reflection of the changing nature of the beverage industry. With Bero, Holland is making a meaningful contribution to the non-alcoholic movement, proving that even in the face of such an ironic and amusing setback, his commitment to his sobriety and his business venture remains strong.