George Clooney, who previously helped turn a tequila brand into a billion-dollar business, is now trying his hand at beer — this time without the alcohol — with a new nonalcoholic beer brand unveiled Monday.
The Oscar-winning actor has teamed up with nightlife entrepreneur Rande Gerber — husband of supermodel Cindy Crawford — and real estate developer Mike Meldman to launch Crazy Mountain, a nonalcoholic lager-style beer aimed at people who want the taste of beer without the buzz.
“We love beer, we just don’t always want the effects that come with it,” Clooney said in a statement.
The beverage is being marketed as a premium nonalcoholic option designed to capture the social rituals of drinking beer while appealing to consumers seeking alcohol-free alternatives.
Clooney previously co-founded the Casamigos tequila brand with Gerber, which was sold to beverage giant Diageo in 2017 in a deal worth up to $1 billion. He has also served for years as a spokesman for Nespresso.
Gerber said the idea behind Crazy Mountain was to create a drink that fits changing lifestyles.
“We wanted to create a beer that lets you enjoy the moment, as well as the morning after,” Gerber said.
According to the company, Crazy Mountain contains about 65 calories per 12-ounce can and will debut in two varieties — Original and Lime.
The brand is expected to roll out in select U.S. markets, including Los Angeles, later this month.