George Clooney launches non-alcoholic beer Crazy Mountains

George Clooney, who had exited the alcohol business in 2017, has returned with a non-alcoholic beer called Crazy Mountains.

The new beverage, whose can features a cowboy on horseback, was created after Clooney and his partners noticed significant growth in one of the most dynamic segments of the beer industry in recent years, CE Report quotes ANSA.

The new venture reunites Clooney with Rande Gerber and Mike Meldman, the third partner of the tequila brand Casamigos, which was sold six years ago for $1 billion. Crazy Mountain is the result of a product boom created not only “for those who can’t drink,” but also to tap into a fast-growing global market driven by changing consumption habits and technological innovations.

“We noticed the same thing happening everywhere: people still love the ritual of cracking open a cold can with friends after a golf game, a long walk, or during a break after work, but they no longer want alcohol. Crazy Mountain was born from that idea,” Gerber told the New York Post.

The global non-alcoholic beer market is currently worth around $20–25 billion and is growing faster than traditional beer.