Crazy Mountain is a premium non-alc brew that ‘celebrates adventure, freedom and grit, without the hangover’: and it’s just launched in the US.
Its founding trio - George Clooney, Rande Gerber, And Mike Meldman - are back after their meteoric success with Casamigos tequila (the brand they founded in 2013 and which sold to Diageo for $1bn in 2017).
Can they do it again with Crazy Mountain – and this time, sans alcohol?
Proprietary brewing process
Crazy Mountain is the ‘kind of brew that belongs at a barbecue, on the boat, during a round of golf or a run on the trail’.
It makes its debut in select US markets this year (including California, Texas, Florida, New York and Illinois, alongside markets such the Pacific Northwest where non-alc has a strong following) with a national expansion to follow.
Each 12oz can contains around 65 calories and comes in two varieties: original (a non-alcoholic take on a classic lager) and lime.
Crazy Mountain is brewed using a proprietary maltose-negative yeast, that naturally limits alcohol without dealcoholizing.
Track record in drinks innovation
Why was the Clooney trio so successful with Casamigos?
They got into the game back when tequila was just starting to see momentum: launching a premium 40% ABV tequila with plenty of runway to grow.
Now, it’s the same with Crazy Mountain: although this turns into a very different up-and-coming trend: alcohol-free beer.
That change of trajectory is about the trio’s own habits, CEO Steven Fechheimer, told us. Like people around the world, the trio has become more mindful of health and wellness.
“Launching a non-alcoholic beer felt like the natural next step – because they drink it,” he said.
Crazy Mountain is a very different drink to Casamigos: instead of a premium, 40% tequila; it’s with an easy-going, all-American alcohol-free brew.
George Clooney’s celeb power will be a strong pull in a category where many celebrities are finding alcohol-free success: including Elton John, Katy Perry, Lewis Hamilton and more.
But that celeb power isn’t just about lending a name to a brand, it’s about becoming part of the brand: something Clooney did very well with Casamigos (and again, via his highly successful partnership with Nespresso).
That’s all the more important in an era where a clear brand and brand ethos will become more important for standing out.
“We’re passionate about creating a brand that is lifestyle-led, giving intention, purpose, and a voice to non-alcoholic beer,” said Fechheimer.
“Craft and quality is infused into every element because we are building a real brand, not a brand extension.”
>> Find out more about the fast-moving and rapidly-growing non-alcoholic category in Innovation in Low and No Alcohol 2026! This free to attend broadcast looks at the most exciting innovations across the category: register for free now to watch live or on demand!
