George Clooney has more than demonstrated his good sense of business beyond his acting career. In 2013, when it was not yet fashionable among celebrities to have their own brand of alcoholic beverages, the Oceans’s Eleven singer launched together with businessman Rande Gerber—Cindy Crawford’s husband—and Mike Meldman Casamigos, a tequila that was born from “tequila and friends nights.” The idea was a resounding success. In 2017, the British firm Diageo bought the brand for $1 billion and made Clooney the actor who earned the most money that year. After that, many famous people, such as Justin Timberlake, Dwayne Johnson, Matthew McConaughey, Kate Hudson or Kendall Jenner, have followed in his wake and founded their own brand of tequila, whiskey or any other spirit drink. If Clooney is truly a business visionary, what he will now take away from his new venture is sobriety. “We love beer, but we don’t always like the effects it entails,” says the actor in the press release with which this Monday he announced Crazy Mountain, his new brand of premium lager-style non-alcoholic beer. Gerber and Meldman have once again partnered with the performer in this project that they have also officially presented on social networks, through an Instagram profile where the cowboy aesthetic that characterizes their beer cans prevails. “Crazy Mountain is for cowboys, surfers and bikers who crave a cold beer after a long ride, or for anyone who chooses strength, clarity and authenticity,” its website advertises. At the moment, there are two varieties available: the Original beer, which is described as “balanced, clean and refreshing”; and Lime, “bright, fresh and with a natural flavor with a citrus touch.” On the website it is sold in batches of two packs of six cans – 355 ml. each—which cost $27.98, regardless of variety.
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«We wanted to create a beer that would allow you to enjoy the moment, but also the next morning. Something authentic, refreshing and created for our current lifestyle,» says Gerber in the press release. As the three partners explain, their process allows them to eliminate alcohol after production, which manages to preserve the integrity of the flavor “from start to finish.” “Crazy Mountain is ideal for a barbecue, a boat ride, a round of golf or a cross-country run – it suits any occasion,” Meldman believes. In addition to the website, the drink will soon be available in some select markets in the United States and will then expand its distribution nationwide. «It’s beer, only freer. We believe that good times should not come with concessions,» he introduces himself. Clooney and company are not the first to bet on the non-alcoholic beer market. In October 2024, Tom Holland introduced Bero, a non-alcoholic beer line in collaboration with Imaginary Ventures and seasoned brand creator John Herman. «When I stopped drinking, I started exploring the world of non-alcoholic beers and I realized that there was a space for me,» confessed the Spider-Man actor after embracing sobriety in 2022. «I drank too much. I was the type of person who, when I had a beer, I couldn’t have just one. I knew I had had a little problem for a while,» he confessed. Sales of non-alcoholic beer, wine and spirits increased in the US by 26% in 2025, to exceed $800 million, according to a market study by the global company specialized in consumer intelligence NIQ. Seven years ago, non-alcoholic beer accounted for just 0.3% of total beer sales in the United States, but the figure has risen to more than 5% of total beer sales, San Diego Beer News reported last month. “It’s not just a beer, it’s a choice,” is Crazy Mountain’s motto. The three businessmen behind the idea are confident that it is an increasingly common choice, while their Casamigos tequila has been dragging on since 2024 the drop in sales of Diageo, whose shares have plummeted in recent weeks.
