George Clooney Debuts Nonalcoholic Beer Brand — But Can It Reach the Billion-Dollar Success of Casamigos?

(Photos: Crazy Mountain)

Nearly a decade and a half after the blockbuster launch of Casamigos Tequila, the brand’s founders — actor George Clooney, businessman Rande Gerber and real estate titan Michael Meldman — have reunited for a nonalcoholic beer venture.

On Monday, the trio unveiled Crazy Mountain, described as a nonalcoholic lager-style brew “for those who want to live healthier.” The brand is slated to hit shelves sometime this week in Original and Lime flavors, both of which can be identified by the old-timey, wraparound cowboy image found on their labels (from bucket hats to sunswept plains, much of the Crazy Mountain’s aesthetic is pulled from the Wild West…. the brand’s tagline? “Live Wide Open”).

The team says the beer is brewed with a proprietary strain of maltose-negative yeast, one that yields a fuller body and lower environmental impact. Each 12-ounce can clocks in at 65 calories and contains less than 0.5% ABV. No word on where exactly it’s produced, except that it’s made somewhere in America.

“This isn’t just a beer – it’s a choice,” Gerber remarked in a news release. “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.”

“We love beer, we just don’t always want the effects that come with it,” Clooney added.

If you’re hankering to grab a can, expect a larger announcement in weeks to come. The Crazy Mountain news release is relatively light on details, with no mention yet of regional availability, distribution channels or suggested retail price. However, the brand’s website is currently offering two six-packs for $28, so it’s safe to say that a standard pack should cost around $15 once it touches down on shelves.

Though Clooney’s acting days are largely behind him, his starpower in the beverage space cannot be understated. In 2017, Clooney, Gerber and Meldman sold Casamigos Tequila to British spirits giant Diageo for a whopping $1 billion — a headline-worthy figure that single-handedly spurred the celebrity spirits trend as we know it today. If you’ve ever wondered why Kendall Jenner, Kevin Hart, Dwayne “The Rock” Johnson and Megan Thee Stallion are standing toe to toe at liquor stores, George Clooney is the name to blame.

Time will tell if Crazy Mountain has the makings of another smash hit. Unlike Casamigos, Clooney’s nonalcoholic beer is entering a category already ripe with celebrity competitors. NA beer enjoyers have their pick of the litter between “Spider-Man” star Tom Holland’s BERO (which recently collaborated with none other than Robert Downey Jr.), comedian Dax Shepard’s Ted Segers and Charlie Sheen’s WILD AF.