Following an Amazon Prime Day period with year-over-year growth in conversion, non-alcoholic beer brand Bero has begun planning for the Cyber 5.
Hyojin Park, senior director of ecommerce solutions and growth at Bero, told Digital Commerce 360 that the direct-to-consumer (DTC) brand launched on Amazon in 2025. And in 2026, it benefited from having a full year to build awareness, she said. That “translated into significantly stronger visibility, traffic, and conversion this year,” she said.
Among Bero’s growth during Prime Day 2026, it saw impressions increase 310% and clicks more than triple compared to last year. It also increased its ad sales by about 64% year over year, Park shared. She noted that advertising got more efficient as the event went on.
“Because we launched Shandy during the same period, it’s difficult to isolate the impact of Prime Day on our DTC business,” Park said. “What it reinforced, though, is that different channels serve different purposes. Amazon was an important driver during Prime Day, while DTC remained a strong destination for our latest launch and deeper brand engagement.”
Bero’s shandy product is a mix of its non-alcoholic beer and lemonade. The brand launched it in June on its DTC site before other channels.
Bero factors in channel differences heading into Cyber 5
Park shared that one of the biggest learnings Bero took from Prime Day is that simpler messaging performs better for the brand.
“Consumers are seeing promotions across multiple retailers throughout the season, so clarity tends to outperform complexity,” Park said.
Bero’s first Cyber 5 came “just weeks” after launching in October 2024, Park said. As a result, much of the consumer demand came from curiosity, earned media and organic discovery. By 2025, though, Bero entered the Cyber 5 with stronger brand awareness and a “more mature” paid strategy. That allowed the brand to scale more intentionally.
Meanwhile, Bero learned that different case sizes sold differently by channel. For example, she said, six-packs of the non-alcoholic beer sold well on Amazon last year, but that’s not a product format Bero wants to push for its DTC site.
Bero offers subscriptions through its DTC site and through Amazon. The Amazon subscription’s discount isn’t as large as the DTC site, but Park said “it actually performs quite well.” That suggests consumers might want a six-pack every month rather than a 12- or 24-pack.
Bero didn’t launch its own subscription offering until September 2025. Until that point, Amazon’s subscribe and save option had exclusivity on that front. Now, subscriptions on its DTC channel are slightly outpacing Amazon’s. Part of that stems from consumers being able to customize their subscriptions on the DTC site.
Park said Bero has new products coming out that it hopes will drive online sales while giving its DTC channel exclusivity.
“Inventory planning is one of our biggest priorities because we’re preparing not only for holiday demand but also for Dry January immediately afterward,” Park said. “We think about Q4 and January as one connected planning cycle, making sure inventory, fulfillment, and operations are positioned to support both periods. … It’s less about maximizing one promotional weekend and more about setting the business up for sustained momentum into the new year.”
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