Let’s get crazy! Responsibly!
George Clooney, Rande Gerber and Mike Meldman — who sold their Casamigos tequila in a $1 billion deal in 2017— are back with a non-alcoholic beer called Crazy Mountain, we’ve exclusively learned.
They created the non-boozy brew — with a cinematic can featuring a cowboy in action — after noticing drinking habits change, they said. (A tagline for the brand in it’s launch campaign says, “Live wide open.”)
“We started noticing the same thing happening everywhere,” said Gerber. “People still love the ritual of cracking a cold one with friends — after a surf, a round of golf, a long ride or just sitting around at the end of the day — but a lot of the time they don’t actually want the alcohol. Crazy Mountain really came out of that simple idea.”
Brewed in the US, Crazy Mountain is “crafted using a state of the art brewing process that naturally limits alcohol formation while preserving the crisp taste and aroma of a traditional lager,” said an announcement.
Crazy Mountain comes in two versions, original and lime, and a 12-ounce can has about 65 calories.
“Some nights you want to drink, other times you just want a great beer and still be up early the next morning. Crazy Mountain is really about having that option,” Gerber said.
Crazy Mountain rolls out in select markets this year, with broader national distribution to follow.
When Clooney was recently on Broadway in “Good Night, and Good Luck,” the suave star reportedly barely had a sip of the sauce for six months.
Sales of non-alcoholic beer, plus wine and spirits, surged 26% to over $800 million in the US, according to market research firm NIQ between 2024 and 2025.
Just seven years ago, non-alcoholic beer accounted for 0.3% of total American beer sales, but the number has jumped to upwards of 5% of total beer bucks, reported San Diego Beer News last month. (Yes, San Diego Beer News!)
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