Why Aston Martin Is Suddenly Easing Off the Whisky and Betting Big on Tom Holland

Thursday, 20 November 2025 at 07:02

The iconic British carmaker Aston Martin is making a striking pivot in its alcohol-related partnerships. Where the brand once leaned heavily on exclusive whisky releases, it’s now targeting a much broader audience by teaming up with an alcohol-free beer brand founded by a world-famous actor.

Aston Martin previously collaborated with the Bowmore distillery to launch the 54-year-old “ARC-54” whisky. It’s an ultra-exclusive release, presented in a glass decanter inspired by the Valkyrie hypercar. The price tag? Just shy of six figures….

That release cemented the connection between automotive luxury and high-end spirits.

New audience & strategic shift

Now, however, Aston Martin is taking a very different tack, as reported by Dutch Car Magazine Autovisie. It’s partnering with beer brand BERO on a 0.5% alcohol beer. With that, the share of “classic” alcohol partnerships (like whisky), previously around 44%, drops to nearly zero.

The product was chosen deliberately because it’s more accessible, whether you’re behind the wheel or in other settings. After all, whisky and driving don’t mix.

Opting for no- or low-alcohol fits a broader trend: brands want to be more approachable, and the collaboration with BERO reflects that.

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BERO by Tom Holland

The brand’s founder, incidentally, is world-renowned actor Tom Holland. The famous Spidey has been building his alcohol-free beer label for a few years now. The collaboration between his brand and Aston Martin will run for three years.

What does this mean for whisky lovers?

For the whisky world, this is an intriguing signal: a brand that once showcased itself through ultra-premium whisky now sees value in low- or no-alcohol. It’s a 360-degree course change.

It shows how brands adapt to shifting consumer preferences and broader lifestyle needs.

For fans of exceptional whiskies, the previous Aston Martin/Bowmore release remains a singular highlight. The road ahead now looks distinctly different: less exclusive, and more focused on accessibility.

It remains to be seen whether Aston Martin will team up with whisky again in the future, although there still is a collaboration with Glenfiddich whisky.

We saw the ARC-52 with our own eyes at the Grande Whisky Museum in Singapore. At the time, we were told the Arc-54 wouldn’t be purchased. Might that change in light of this news?

FAQ

Does Aston Martin have a history with whisky?
Yes. Aston Martin has collaborated multiple times with Bowmore, one of Islay’s oldest distilleries. Together, they released exclusive limited editions, including ultra-premium bottlings that lean into the luxury image of both brands.
Why did Aston Martin stop whisky collaborations?
The brand is making a strategic shift toward low- and no-alcohol partnerships to be more accessible to a broader audience. That’s why Aston Martin has now chosen a partnership with a 0.5 percent beer brand.
Will there be new Aston Martin whiskies?
At this time, no new whisky projects have been announced. The focus is now on the low-alcohol beer collaboration, but earlier releases such as the Bowmore editions remain highly sought after by collectors.