Actor and director George Clooney is teaming up with his Casamigos co-founders Mike Meldman and Rande Gerber again — this time on a nonalcoholic beer.
Crazy Mountain is a 65-calorie, alcohol-free beer, set to roll out in select markets in 2026. The beer will be available in classic lager and lime varieties.
The brand is positioning itself as a beer for consumers who want to “live healthier without giving up the taste, ritual, camaraderie, and satisfaction of drinking a cold one,” according to a release.
“We've always built brands around friendship and lifestyle,” Meldman said in a statement. “Crazy Mountain belongs at the barbecue, on the boat, during a round of golf, or a run on a trail - it fits every occasion.”
The brand aims to differentiate itself from other nonalcoholic beers through its brewing process. Crazy Mountain doesn't remove alcohol after brewing, which preserves "the integrity of the flavor from start to finish," according to a statement.
Celebrity-backed brands are popping up across the beverage industry, from better-for-you soda and water to alcohol and energy drinks. Nonalcoholic beers have become a hotbed for celebrity involvement including Tom Holland's Bero and more recent entrants such as Charlie Sheen and John Mulaney. Each company positions their nonalcoholic brew as an alternative that tastes equivalent to traditional beers but without the hangover.
Crazy Mountain makes a similar claim.
“We love beer, we just don't always want the effects that come with it,” Clooney said in a statement.
Nonalcoholic beer, wine and spirits have burst into the mainstream as more consumers moderate their alcohol intake. The category reached $925 million in sales for the year ending August 2025, growing 22% over the previous year according to NIQ.
Beer industry stalwarts such as Guinness and Heineken have begun to play in the space by also launching nonalcoholic versions of their classic beers.
Clooney, Rande and Gerber seem poised to capitalize on the trend perhaps with a page out of the Casamigos playbook. The trio founded Casamigos tequila in 2013 before selling to spirits giant Diageo four years later for $1 billion.
