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actor and director George Clooney teams up with Casamigos Co-founders Mike Meldman and Rande Gerber are having a go at non-alcoholic beer this time.
Crazy Mountain is a 65-calorie, non-alcoholic beer scheduled to launch in select markets in 2026. The beer is available in classic lager and lime varieties.
According to the release, the brand is positioning itself as a beer for consumers who “want to live healthier lives without sacrificing the taste, ritual, camaraderie, and satisfaction of drinking a cold beer.”
“We have always built our brand around friendship and lifestyle,” Meldman said in a statement. “Crazy Mountain is perfect for any occasion: a barbecue, boating, a round of golf or a trail run.”
The brand aims to differentiate itself from other non-alcoholic beers through its brewing process. According to a statement, Crazy Mountain doesn’t remove the alcohol after brewing, ensuring “flavor integrity is maintained from start to finish.”
Celebrity-endorsed brands are popping up across the beverage industry. Carbonated drinks that are good for your health From water to alcohol and energy drinks. Non-alcoholic beers have become a hotbed of celebrity involvement, including Tom Holland’s Bero and recent entrants such as: Charlie Sheen and John Mulaney. Each company positions its non-alcoholic beer as an alternative to traditional beer, but without the hangover.
Crazy Mountain makes a similar claim.
“We love beer, but we don’t always want the effects that come with it,” Clooney said in a statement.
As more and more consumers reduce their alcohol intake, non-alcoholic beers, wines and spirits are becoming mainstream. The category achieved sales of $925 million in the fiscal year ending August 2025, up 22% from the previous year. According to NIQ.
A stalwart of the beer industry Guinness and heineken It’s starting to be active in this space by also releasing non-alcoholic versions of its classic beers.
Clooney, Rande and Gerber seem ready to capitalize on this trend, perhaps taking a page from the Casamigos playbook. The three founded Casamigos tequila in 2013. Four years later, it was sold to the liquor giant Diageo. For $1 billion.
