George Clooney launches non-alcoholic beer with Casamigos co-founders
Hollywood actor George Clooney has teamed up once again with his Casamigos Tequila co-founders Rande Gerber and Mike Meldman to introduce a non-alcoholic beer named Crazy Mountain.
Crazy Mountain is being positioned as a premium non-alcoholic “lager-style” brew for those who want to “live healthier without giving up the taste, ritual, camaraderie, and satisfaction of drinking a cold one”.
Speaking about the launch, Gerber said: “This isn’t just a beer – it’s a choice.”
Speaking to the drinks business about the launch, a spokesperson for Crazy Mountain revealed that Crazy Mountain beer is currently being contract brewed at two ;locations, namely “Boulevard Brewery in Kansas City, Missouri and a New Belgium location in Daleville, Virginia”.
‘Crafted for the way we actually live today’
Hinting at the potential that the non-alcoholic beer category offers for people moderating or choosing healthier lifestyles, Gerber explained: “We wanted to create a beer that lets you enjoy the moment, as well as the morning after. Something real, refreshing and crafted for the way we actually live today.”
The trio first gathered together in 2013 when they launched Casamigos Tequila together. By 2015, it had expanded to include an import company. Clooney, Gerber and Meldman then sold the brand to Diageo in 2017 for US$1bn. Five years later, Casamigos was named the fastest-growing spirit brand of 2022, after nearly tripling its brand value over the year and largely being viewed as a success story in brand building and celebrity drinks endorsement.
According to the team, the beer is brewed using a “process means we don’t have to remove alcohol after brewing, so we keep the integrity of the flavour from start to finish”.
Leaning in towards the biggest drinks trends
Crazy Mountain is being launched at a time when consumption of non-alcoholic beverages among US drinkers has doubled since April 2023, according to IWSR data.
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The beer will be available in two varieties: Crazy Mountain Original, which is said to be a “a non-alcoholic take on a classic lager”, and “Crazy Mountain Lime”, which suggests that the trio sees promise in the radler beer sub-category that has been growing in popularity as well as the trend for fruit-flavoured beers growing considerably.
In terms of its style, the spokesperson told db that “Original is brewed to taste like a classic American lager, balanced and clean with a refreshing finish. Lime is bright and crisp with the same American lager inspiration, with a natural lime flavour twist”.
Each 12 oz can contains approximately 65 calories and are said to be “clean, crisp, and crafted to deliver the same experience without the after-effects”. The beer uses the catchline: “Live wide open” in its advertising and will retail for US$27.98 for two six-packs.
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Gerber added: “Crazy Mountain belongs to everyone pushing for more and wanting to live wide open – whether it’s riding the biggest wave, climbing the highest mountain, the fight they show up for, or the dream they refuse to let go of. It’s beer, only freer.”
What’s the story behind the name? The spokesperson told db: “Everyone has a ‘Crazy Mountain’ they’re chasing—whether it’s a dream, a goal, or an adventure. It’s that inner drive that pushes you to go further. The name came from that idea—that spark of crazy we all carry that keeps us reaching for more.”
Crazy Mountain is rolling out across select US markets in 2026 with a national expansion to follow and is available to buy via the Crazy Mountain website.
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