Crazy Mountain: Inside George Clooney’s hot bet on cold beer (with zero alcohol), and why investors are already pouring in millions

Jessica WongSun, May 3, 2026 at 8:35 PM UTC

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A close-up photo of George Clooney wearing a nice tuxedo

George Clooney is a well-known movie star with dozens of awards and accolades under his belt, but he's also a savvy investor in his own right. After turning his tequila company Casamigos into a billion-dollar headline-grabbing sale (1), the Hollywood heavyweight is back with a bold new play: nonalcoholic beer. And investors are already buying in.

According to The New York Times (2), Clooney and his business partners Rande Gerber (3) and Mike Meldman (4) have raised $15 million for their latest venture, Crazy Mountain. Clooney and his crew are betting big on a future where the buzz doesn't come from alcohol, and they're not the only ones.

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Big money chasing zero-proof

Tequila brand Casamigos (5) started as a casual, behind-the-scenes project for Clooney and Gerber. Then it exploded, landing a deal with Diageo (6) worth $700 million upfront, with another $300 million on the table. "If you asked us four years ago if we had a billion-dollar company, I don't think we would have said yes," Mr. Clooney had said in a statement at the time of the deal, "This reflects Diageo's belief in our company and our belief in Diageo."

Now, the trio is leaning into something completely different with a non-alcoholic beer brand. Launched in March, Crazy Mountain is already off to a quick start, launching online sales and hitting shelves in more than 25 states in less than two months.

The timing tracks with what's trending (7). People across the U.S. are cutting back on alcohol (8), for health, budget, and lifestyle reasons, but still want something social in hand. According to a report by NielsenIQ, non-alcoholic beer is the leading product in the non-alcohol category, making up 83% of NA sales, compared to 11.2% for non-alcoholic wine and 5.7% for spirits (9).

The cultural shift means there is rapid growth in nonalcoholic drinks, and they are now one of the hottest areas in the beverage industry. According to IWSR, the total market in the US will be worth about $5 billion by 2028. (10)

Clooney isn't the only Hollywood mogul jumping onto the trend. Tom Holland got into the space (11) with BERO in 2024, which has already pulled in funding at a valuation north of $100 million (12).

The $15 million backing for Crazy Mountain was led by CAVU Consumer Partners, with firms like Coatue Management and Discovery Land Company joining in. Investors are clearly confident in Clooney's team, which has proven its ability to build a strong beverage brands.

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What investors can pay attention to

For retail investors watching from the sidelines, the rise of Crazy Mountain and other alcoholic beverage alternatives offers a few takeaways.

Follow consumer behavior. The nonalcoholic trend is backed by measurable shifts in how people are socializing and spending money.

Early-stage bets carry risk — but also upside. It's safe to say most startups won't become massive hits like Casamigos (about 75% of investor-backed startups fail, according to UPenn researchers (13)), but the ones that do can deliver outsized returns. The challenge is identifying which brands have the right mix of leadership, timing and scalability.

Celebrity doesn't guarantee success, but it helps. Clooney's involvement brings instant visibility and credibility, especially after his track record with Diageo. But investors are also betting on the broader team and market dynamics, not just star power.

Look at the bigger ecosystem. Even if you can't invest directly in a hot new startup brand, the nonalcoholic boom is benefiting a wide range of public companies, whether that's beverage giants and distributors to retailers and ingredient suppliers, who are all adapting to rising demand for alcohol-free options.

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Article Sources

We rely only on vetted sources and credible third-party reporting. For details, see our ethics and guidelines.

The New York Times (1),(2); Instagram (3); The Heart Foundation (4); Casamigos (5); Diageo (6); USA Today (7); Gallup (8); Forbes (9); IWSR (10); The Independent (11); The Wall Street Journal (12); SSRN (13)

This article provides information only and should not be construed as advice. It is provided without warranty of any kind.

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