Kentucky’s George Clooney is diving into the spirits industry again
AI-generated summary reviewed by our newsroom.
- George Clooney and partners launched Crazy Mountain, a non-alcoholic beer brand.
- Crazy Mountain raised $15 million from CAVU and named Steve Fechheimer as CEO.
- The brand debuts Original and Lime flavors and will roll out to retailers nationwide.
Kentucky-born actor George Clooney has launched a new spirits brand that hopes to ride the wave of popularity for low- and no-alcohol beverages.
Clooney, along with his business partners Rande Gerber and Mike Meldman, launched Crazy Mountain, a new non-alcoholic beer brand. The trio previously partnered on the tequila brand Casamigos, which they sold in 2017 to Diageo for $1 billion.
Now they are hoping for similar success.
Sales of non-alcoholic beer grew 22.2% in 2025, and are projected to hit $38.66 billion by 2030, driven by younger drinkers who often are looking for something non-alcoholic but elevated above soda.
Beer giant Heineken is expanding its non-alcoholic premium beer line even as the company cuts jobs overall. And on Wednesday, Anheuser Busch parent AB InBev reported modest gains driven by soaring non-alcoholic beer sales and canned cocktails such as Cutwater.
They’ve teamed up with the former CEO of New Belgium, Steve Fechheimer, who will be CEO of Crazy Mountain. And they’ve already raised $15 million from investors CAVU, who have backed Poppi and many other brands.
Crazy Mountain launched with two flavors, Original and Lime, “crafted for core beer drinkers seeking moderation without compromising on taste or experience,” according to a news release.
The brand is rolling out to retailers nationwide throughout 2026 and is available online now. It’s $27.98 for two six-packs, plus shipping and taxes.
“We’re building Crazy Mountain for the way we live today. Keeping the ritual of drinking a cold one, just without the alcohol,” said Gerber in the release.
“At CAVU, we look for opportunities where cultural shifts intersect with strong founding vision and category potential. Moderation is not a fad — it’s a durable change in behavior,” said Brett Thomas, co-founder and managing partner at CAVU, who will also join the Crazy Mountain board. “The brands that will win are those built around authentic founding vision and genuine product conviction. Crazy Mountain is just that.”
According to the Crazy Mountain website, it’s for “cowboys, surfers, and bikers who crave a cold one after a long journey or anyone who chooses strength, clarity and authenticity. ... We created a beer that lets you enjoy the moment, as well as the morning after ... It’s beer, only freer.”
Clooney isn’t the only celeb getting into non-alcoholic space: Katy Perry, Tom Holland, John Mulaney and Charlie Sheen also have launched brands in recent years.
