Clooney, Gerber and Meldman launch premium non‑alcoholic beer

George Clooney, Rande Gerber and Mike Meldman have unveiled Crazy Mountain, a new premium non‑alcoholic beer positioned for drinkers seeking flavour, sociability and lifestyle appeal without the effects of alcohol.

The founders describe the launch as a response to shifting consumer behaviour, with more people looking for moderation while still wanting the ritual and refreshment of a cold beer.

The brand debuts with two 65‑calorie lager‑style variants — Original and Lime — both designed to deliver the clean, crisp profile of a classic beer. According to the founders, the product is brewed using a process that avoids dealcoholisation, helping preserve flavour integrity from start to finish.

Gerber said the team wanted to create a beer that fits modern lifestyles, offering “a moment you can enjoy — and a morning after you can enjoy too.” Clooney added that while they “love beer,” they don’t always want the effects that come with it, positioning Crazy Mountain as a natural extension of their long‑running focus on friendship‑driven, lifestyle‑led brands. Meldman emphasised versatility, saying the beer is designed for “the barbecue, the boat, the golf course or the trail,” reflecting its active, outdoors‑oriented identity.

Crazy Mountain will roll out across select US markets in 2026, supported by a brand platform built around adventure, freedom and “living wide open.” The founders frame the launch not just as a category entry but as a cultural statement: a beer “only freer,” aimed at consumers who want to push for more without the compromise of alcohol.

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