The trio behind the Casamigos tequila brand, George Clooney, Rande Gerber and Mike Meldman, have teamed up again, this time with a non-alcoholic beer heading to the US.
Crazy Mountain, which has gone on sale this week, is being positioned as a “premium non-alc lager-style brew”. Available online for domestic delivery, the new-to-market brand consists of two SKUs: Original and Lime, both of which prominently state that they are “Made in America”, although more specific details about the source brewery were not disclosed.
A 12-pack of 35.5cl cans carries a price point of US$27.98.
“We wanted to create a beer that lets you enjoy the moment, as well as the morning after,” said Gerber. “Something real, refreshing and crafted for the way we actually live today.”
Clooney added: “We love beer, we just don’t always want the effects that come with it.”
The three friends, who created Casamigos in 2013, sold the higher-end tequila to Diageo four years later for an initial $700m, rising to $1bn “based on a performance-linked earn-out over ten years”.
