Andy Devaney
If you thought Tom Holland’s heroics were limited to swinging between skyscrapers, think again. The Spider-Man star turned court-side impresario this weekend as his premium non-alcoholic beer brand, BERO, served up the first-ever BERO Padel Classic—a one-day Pro-Am showdown at London’s Padel Social Club that might just have volleyed Wimbledon off the social calendar’s top step.
In just under a year since launch, BERO—co-founded by Tom Holland—is already shaking up the status quo, and Saturday’s tournament was proof that when it comes to cultural cachet, this brand doesn’t just play the game—it redefines it.
Backed by AD/vantage, WME/IMG Padel, and Reserve Padel, the event gathered a court full of muscle and glitter. World No.1 padel supremo Arturo Coello rallied alongside a glittering cast of A-listers including Stormzy, Jay Shetty, Simu Liu, Kingsley Ben-Adir, Notorious Foodie, and Rob Delaney. If this was supposed to be a bit of gentle summer sport, no one got the memo. It was glitz, grit, and glamour—all rallying together.
“Less than a year in and we’re already in the same conversation as Wimbledon,” said one spectator with a smile as wide as the service box. And they weren’t wrong.
The BERO Padel Classic wasn’t just a beer-branded bash—it was a cultural flex. This was about taste, texture, and tapping into the zeitgeist. As padel continues to surge as Britain’s most photogenic, fast-growing sport, Holland’s BERO has waltzed into the middle of the trend like it’s always belonged. From its English roots to its refined aesthetic, the brand has positioned itself less as a drink, more as a statement.
“BERO shows up as more than a beer,” the company said in a statement. “It is a marker of taste and a gateway to a life enriched.” Well, if that life involves artisan bagels, celebrity doubles, and custom-made jewellery trophies—sign us up.
Speaking of winners, after a day of fierce volleys and flowing hair, it was Charlie Pragnell and Juan Pa Zurita who claimed the crown (and, presumably, a chilled BERO to match). Close behind were the stylish duo of Jay Shetty and Rafa Vega, who walked away with second place but no shortage of applause.
And it wasn’t just the play that impressed. The off-court experience was a curated dream. Guests tucked into cult bites from It’s Bagels and Axe Mangal, washed down with sips from Rémy Cointreau and Wild Idol Rosé. Every inch of the event was dipped in carefully distilled elegance, with a custom trophy designed by British jeweller Pragnell stealing the show as the ultimate prize.
In all, the day wasn’t just a sporting spectacle—it was a signal. A sign that Tom Holland and his BERO brand are crafting more than just a new era in non-alcoholic beer. They’re building a lifestyle empire, one stylish serve at a time.
Forget strawberries and cream—this summer, it’s padel and BERO.
