Tom Holland Nearly Barred From Buying His Own Non-Alcoholic Beer at Target Due to UK ID Issue

In a humorous yet telling incident highlighting retail policy quirks, Tom Holland was almost prevented from purchasing his own non-alcoholic beer brand, Bero, at a Target store in the U.S.—all because the staff wouldn’t accept his UK ID. The 28-year-old actor, who launched Bero in October 2024, shared the ironic experience on social media, shedding light on the complexities of age verification for non-alcoholic beverages in American stores.

On February 18, 2025, Holland visited Target to buy Bero, which is brewed in London and available nationwide at Target. The brand features three flavors—Kingston Golden Pilsner, Edge Hill Hazy IPA, and Noon Wheat—offered individually or as a variety pack. Despite being the owner and creator, Holland’s purchase was temporarily blocked because Target staff could not scan his UK identification. According to Target’s policy, customers must be 21 or older to buy non-alcoholic beer, as these beverages are often categorized similarly to alcoholic products.

The issue was resolved only after a “really lovely employee” scanned their own ID, allowing the sale to proceed. Holland took the episode in stride, calling it “kind of ironic” on his Instagram Stories and later engaging with fans on Reddit. He was quick to clarify that he wasn’t blaming the employees, viewing the incident as a funny anecdote rather than a critique of the policy.

Strict Age Checks and International ID Challenges

Target’s rigorous age verification reflects a cautious approach to prevent the normalization of underage drinking—even for non-alcoholic products. Many Reddit users explained that Target’s system flags non-alcoholic beer for mandatory ID checks, and foreign IDs like Holland’s UK license, which cannot be scanned by their system, are often rejected. This has led to frustrations among both international visitors and some American customers, with stories of being carded for items like cooking wine or celebrity-endorsed non-alcoholic drinks.

Food & Wine reports confirm that Target’s policy is part of a growing trend among retailers to err on the side of caution with non-alcoholic beverages, especially as these products gain popularity. However, the approach creates inconsistencies, particularly for international shoppers unfamiliar with U.S. retail systems.

Bero and Holland’s Sobriety Journey

Holland’s foray into the non-alcoholic beer market is deeply personal. He began a sobriety journey in early 2022 after a challenging December and embraced Dry January as a turning point. By 2025, he had maintained nearly three years of sobriety, which he described in a 2024 Forbes interview as his “greatest achievement” and “the hardest thing I’ve done.”

His Instagram posts chronicled his quest to find Bero at Target, noting two previous unsuccessful attempts before finally locating the product on his third visit. This context adds a layer of irony to the ID debacle, given Holland’s dedication to the brand and sobriety movement.

Social Media Buzz and Policy Debate

The incident quickly sparked discussion online, with a Reddit thread titled “Tom Holland Target Incident Discussion” garnering thousands of upvotes and hundreds of comments. Users shared similar experiences, debated the fairness of rejecting foreign IDs, and weighed the pros and cons of strict retail policies. Some sympathized with Holland’s predicament, while others defended the need for cautious ID verification.

Looking Ahead: Navigating Global Retail Policies

Tom Holland’s near-blocked purchase shines a light on the complexities retailers face in balancing compliance with customer experience—especially as non-alcoholic beverages become mainstream and global celebrity brands expand internationally. For now, shoppers like Holland may just have to rely on understanding employees to navigate these bureaucratic hurdles.

As Bero continues to grow in popularity, the incident serves as a humorous yet important reminder of the nuances involved in retail age verification in a global marketplace.