Bero leverages relationships, ecommerce tech to grow B2B sales

Non-alcoholic beer brand Bero has grown its B2B sales, in part, by leveraging its team’s prior connections — and adding ecommerce technology into the mix.

Declan Duggan, vice president of sales, told Digital Commerce 360 that because much of Bero’s team has worked on multiple beverage brands, the company made “a conscious decision at the beginning” to invest in an enterprise resource planning (ERP) system.

“We know right from the get-go, if you don’t — if you can’t — have a centralized place that you can bolt on to and grow, the issue is that everybody goes off and buys disparate tools in different departments, and then you have somebody stuck in the middle trying to pull them all together,” Duggan told Digital Commerce 360.

He said the process “becomes super tenuous.” Then, when the company has 200 or 300 people a few years later, it will have to start again from an enterprise technology standpoint. That would be “a massive headache and super costly,” he said. It would also mean retraining the entire staff, which would be a mess, he added.

“Whether you spend it up front like we did, you’re going to spend it later,” Duggan said. “So if you believe you’re going to go somewhere, it’s the way to go because it helps you scale faster and it gives the tools and the access to all of your customers that they need quickly.”

Bero began as a DTC ecommerce brand in October 2024, co-founded by actor Tom Holland and John Herman, who is also CEO. News Bero grows DTC ecommerce through omnichannel loyalty program Abbas Haleem | Jul 24, 2026