Tom Holland hilariously struggled to buy his own non-alcoholic beer brand, Bero, at Target after his UK ID was rejected, leading a store employee to step in and save the day.

 

Tom Holland tries to buy his own beer range at Target - but employee is forced to step in over 'ironic' ID check issue | The US Sun

 

Not even Spider-Man is immune to the everyday struggles of adulting. Tom Holland recently embarked on a self-proclaimed mission to track down his own non-alcoholic beer brand, Bero, on the shelves of Target stores across the U.S. What should’ve been a simple and triumphant moment, however, took an unexpected and hilarious turn—because when Holland finally found his product, he wasn’t allowed to buy it.

In a now-deleted Instagram story—later shared by fans online—Holland documented his adventure, walking through a Target parking lot as he set out on a quest to find his brand in the wild.

“So I haven’t been in the [United] States for a while,” he explained, before revealing that this wasn’t even his first stop. In fact, this was the third Target store he had visited in search of Bero’s official shelf debut.

His patience was rewarded when he finally stumbled upon the display of his very own beer brand, lining the shelves alongside other beverages. His reaction? Pure excitement.

Holland zoomed in on the different flavors, taking in the sight of his product out in the world, before grabbing a pack and making his way to the checkout.

That’s when things got awkward. As it turns out, even the face of one of the most recognizable franchises in the world isn’t enough to bypass store policies.

Despite being the creator and owner of Bero, Holland was denied the ability to purchase it after presenting his UK ID, which the system refused to accept.

Since some U.S. states still require identification for non-alcoholic beer purchases, Holland found himself in a bizarre position—he couldn’t prove his own age in order to buy his own drink.

Luckily, a quick-thinking Target employee stepped in to save the day. “A really lovely employee, I guess, scanned their ID,” Holland revealed, laughing at the absurdity of the situation. “Kind of ironic that I wasn’t allowed to buy my own product.”

 

Tom Holland had his ID rejected buying his own non-alcoholic beer brand

Though Bero is a non-alcoholic beer, state laws in the U.S. vary regarding whether ID is required for purchase. According to Bero’s official website, certain states—such as Oregon, West Virginia, and Wyoming—regulate beverages with at least 0.5% ABV, treating them similarly to regular beer.

Even states where ID isn’t required still leave room for individual retailers to impose their own policies, which is exactly what happened in Holland’s case.

Of course, that didn’t make the situation any less ironic. This isn’t the first time Holland has faced unexpected struggles while promoting Bero.

Back in October 2024, he personally delivered cases of his beer across New York City—a city that should, in theory, be home to some of his biggest fans.

But despite being one of the most famous actors in the world, not a single person recognized him as he walked through Grand Central Station, hauling packs of Bero.

Holland was floored. “I was so insulted,” he later recalled on Late Night with Seth Meyers. “I’m Spider-Man! It’s New York City! Come on!”

Meyers had the perfect response: “Credit to the New Yorkers who probably saw you and thought, ‘It can’t be going that badly for Tom Holland.’”

Holland burst into laughter, admitting, “That’s probably what it was. ‘He must have really hit rock bottom.’”

 

Tom Holland denied purchase of his own Beer product at Target due to ID issue

While Holland is best known for his work in the Marvel Cinematic Universe, his foray into the non-alcoholic beverage industry has been a passion project.

Bero was born out of Holland’s desire to offer a great-tasting, alcohol-free beer for those who, like him, enjoy the ritual and social aspect of beer drinking without the effects of alcohol.

The brand has been gaining traction, expanding into major retailers like Target, but as Holland’s experience proves, even when you build a product from the ground up, there’s no guarantee you’ll be able to buy it yourself.

While his adventures in the beverage aisle may have given fans a good laugh, Holland is far from slowing down.

After wrapping up his intense performance in The Crowded Room and taking a brief hiatus from acting, he’s gearing up for a major return to the big screen—and possibly, another run as Spider-Man in the near future.

For now, though, he might want to bring a U.S. driver’s license next time he visits Target—just in case.