George Clooney, Rande Gerber and Mike Meldman Launch Crazy Mountain Non-Alcoholic Beer
george clooney is among the partners behind Crazy Mountain, a new premium non-alc lager-style brew created to deliver the taste, ritual and camaraderie of beer without the hangover.
George Clooney and Partners’ Pitch
George Clooney, Rande Gerber and Mike Meldman framed Crazy Mountain as a beverage for people who want to enjoy social occasions without alcohol’s effects. Rande Gerber said, “We wanted to create a beer that lets you enjoy the moment, as well as the morning after. ” The actor added, “We love beer, we just don’t always want the effects that come with it, ” and Mike Meldman described the brand as built around “friendship and lifestyle, ” saying Crazy Mountain “belongs at the barbecue, on the boat, during a round of golf, or a run on a trail. “
The three partners previously sold their Casamigos tequila in a $1 billion deal in 2017, and have positioned the new product as a lifestyle beverage aimed at occasions where people like the ritual of drinking but may not want alcohol.
Product Details and Availability
Crazy Mountain is presented as a premium non-alcoholic lager-style brew that uses a brewing process designed to limit alcohol formation while preserving traditional lager flavor. Each 12 oz can contains approximately 65 calories and the product currently comes in two varieties: Original and Lime. The packaging features cinematic artwork evoking a cowboy in action and the launch campaign carries the tagline “Live wide open. “
One report noted george clooney and his partners developed Crazy Mountain after observing changes in drinking habits, with the brand pitched as “beer, only freer. ” Market research firm NIQ said sales of non-alcoholic beer, plus wine and spirits, surged 26% to over $800 million in the U. S. between 2024 and 2025, and a trade outlet observed that non-alcoholic beer’s share of American beer dollars has expanded markedly in recent years.
Crazy Mountain will roll out across select U. S. markets in 2026, with the partners describing the launch as the first step in making the non-alcoholic brew available for occasions where consumers want to be present and clear the next morning.
