What Crazy Mountain does

Crazy Mountain is a premium non-alcoholic lager-style beer brand that launched commercially in March 2026. It is co-founded by George Clooney, Rande Gerber, and Mike Meldman — the trio behind Casamigos tequila, which sold to Diageo for up to $1 billion in 2017 — and led operationally by CEO Steve Fechheimer, formerly CEO of New Belgium Brewing. The company is headquartered in Los Angeles, incorporated in Delaware, and operates with 11–50 employees. Its product line consists of three 12-pack SKUs (Original, Lime, and a Mixed Pack) priced uniformly at $27.98 and positioned around an outdoor, Wild West-inspired lifestyle rather than a health-claim narrative.

The core technical differentiator is a proprietary maltose-negative yeast strain that ferments beer directly to less than 0.5% ABV, eliminating the energy-intensive vacuum distillation or reverse osmosis step used by most NA beers. This produces a fuller-bodied, more authentically flavored NA lager at roughly 60–65 calories per 12 oz can, with vegan and gluten-reduced credentials. Production is outsourced to undisclosed "world-class" partner breweries under the direction of a Chief Product Officer; Crazy Mountain itself does not operate a brewery. Brand identity is trademarked (including the "Live Wide Open" slogan) and the visual identity is built around cowboys, surfers, bikers, and campers.

The business model is direct-to-consumer e-commerce (Shopify-powered crazymountain.com) supplemented by retail distribution through BevMo, Total Wine, and GoPuff, with a stated nationwide U.S. retail rollout planned throughout 2026. Revenue is generated from one-time transactional purchases with no subscription tier. The company raised $15 million in Series Seed funding in April 2026 led by CAVU Consumer Partners, with Coatue and Discovery Land Company participating, and is targeting the health-conscious lifestyle consumer and Gen Z moderation segments within a non-alcoholic beer market growing 22.2% year-over-year and projected to reach $38.66 billion by 2030.

Name

Crazy Mountain

Legal name

Crazy Mountain Inc.

Website

https://crazymountain.com

Company type

Private

Founded year

2026

Operating status

Operating

Headcount range

11–50 employees

Short description

Crazy Mountain is a premium non-alcoholic lager-style beer brand launched in 2026 by George Clooney, Rande Gerber, and Mike Meldman (the Casamigos trio). It sells Original, Lime, and Mixed Pack 12-packs at $27.98 via DTC and retailers including BevMo, Total Wine, and GoPuff, targeting health-conscious and moderation-seeking adult consumers.

Ownership category

akta.pro rank

Product category

Non-alcoholic beer

NAICS

Breweries (31212)

SIC

Malt Beverages (2082)

akta.pro primary industry

Alcohol-Free & Low-Alcohol Beer/Wine/Spirits Production (AFAFAAAJ)

akta.pro secondary industry

Beer Brewing & Brands (CRADAIAA)

Keywords

• Non-alcoholic beer
• Lager-style beverages
• Premium craft beer
• Low-calorie beer
• Celebrity-founded beer brand

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: Crazy Mountain generates revenue through direct-to-consumer online sales via their Shopify e-commerce platform, selling 12-pack cans of Original, Lime, or Mixed variety packs at $27.98 per unit. The company also distributes through retail partners including BevMo, Total Wine, and GoPuff. Revenue is primarily one-time transactional purchases with no recurring subscription model mentioned.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Crazy Mountain produces and sells premium non-alcoholic lager-style beer brewed with a proprietary maltose-negative yeast strain that yields less than 0.5% ABV without alcohol removal. The portfolio includes three 12-pack SKUs (Original, Lime, and Mixed Pack) sold direct-to-consumer and through U.S. beverage retailers.

Product overview

Crazy Mountain is a premium non-alcoholic beer brand co-founded by George Clooney, Rande Gerber, and Mike Meldman. The company offers a portfolio of three non-alcoholic lager-style beer products: Original (classic lager with balanced, clean, refreshing taste), Lime (naturally flavored with citrus notes), and Mixed Pack (variety pack combining both flavors). All products are brewed using a proprietary maltose-negative yeast strain that produces beer with fuller body and more authentic flavor without the need for alcohol removal, resulting in less than 0.5% ABV and approximately 65 calories per 12 oz serving. The brand markets itself as a premium non-alcoholic alternative positioned around outdoor adventure and American lifestyle themes.

Differentiator

Problem solved

Functional benefit

Products and services

• Original Non-Alcoholic Lager (12-Pack) Premium non-alcoholic lager-style beer brewed with Crazy Mountain's proprietary maltose-negative yeast, producing less than 0.5% ABV with fuller body and authentic beer flavor; sold as a 12-pack (2x 6-packs) of 12 oz cans at $27.98, targeting adult consumers seeking a healthier alternative to alcoholic beer.
• Lime Non-Alcoholic Lager (12-Pack) Citrus-flavored non-alcoholic lager-style beer naturally flavored with lime, brewed with Crazy Mountain's proprietary maltose-negative yeast for fuller body and authentic beer flavor; sold as a 12-pack (2x 6-packs) of 12 oz cans at $27.98, targeting adult consumers seeking a flavored non-alcoholic beer option.
• Mixed Pack Non-Alcoholic Lager (12-Pack) Variety 12-pack (2x 6-packs) allowing consumers to mix and match Original and Lime 12 oz cans of Crazy Mountain non-alcoholic lager; priced at $27.98, providing flexibility to sample both flavors in a single purchase.

Quantifiable outcome

• Non-alcoholic beer market growing at 22.2% in 2025, projected to reach $38.66 billion by 2030
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• ShopifycoreTechnology or IntegrationE-commerce platform powering Crazy Mountain's online store and website. Shopify enables product listings, shopping cart, checkout, payment processing, and order fulfillment. Privacy policy states 'Crazy Mountain is powered by Shopify.'
• Partner BreweriescoreStrategic or Co-development PartnerProduction brewing partners described as 'world class breweries' with rigorous quality control, strong environmental credentials, and under the direction of Crazy Mountain's Chief Product Officer. These partners produce the beer using Crazy Mountain's proprietary maltose-negative yeast process.

Scale indicators4 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Partake Brewing: Partake Brewing is a Canadian craft non-alcoholic brewer producing IPAs, lagers, and stouts under 0.5% ABV. It is a comparable craft NA beer brand targeting similar health-conscious, lifestyle-oriented consumers, though primarily distributed in Canada and select U.S. markets.
• Wellbeing Brewing Company: Wellbeing Brewing is a Missouri-based craft non-alcoholic brewery producing a range of NA beer styles. As a comparable craft NA brewer targeting health-conscious consumers, it represents a smaller-scale direct peer to Crazy Mountain in the same category.
• Athletic Brewing Company: Athletic Brewing is the U.S. market leader in non-alcoholic craft beer, with a broad portfolio of NA IPAs, lagers, stouts, and seasonal releases distributed nationally. It is the most direct comparable to Crazy Mountain in product category, target consumer, and retail DSD strategy, but operates at significantly greater scale.
• Bravus Brewing Company: Bravus Brewing is a California-based craft non-alcoholic brewery producing a range of NA beers including IPAs, amber, and stout styles. It is comparable to Crazy Mountain as a U.S.-based craft NA beer brand targeting premium positioning and lifestyle-driven consumers.
• Surreal Brewing Company: Surreal Brewing is a Texas-based craft non-alcoholic brewery offering 15+ NA beer SKUs across multiple styles. It targets similar health-conscious lifestyle consumers and competes in overlapping retail channels, making it a direct comparable despite differing brand positioning.

Broad incumbents

• Clausthaler: Clausthaler is a German pioneer in non-alcoholic beer, offering lagers and other styles distributed internationally. It represents the broad incumbent NA beer category that Crazy Mountain competes against, with longer brand history but more conventional positioning.
• Lagunitas Brewing Company (IPNA): Lagunitas (owned by Heineken) produces IPNA, a non-alcoholic India Pale Ale. As an established craft beer brand extending into NA, it competes in overlapping taste profiles and retail channels with Crazy Mountain while benefiting from Heineken's distribution scale.
• Heineken 0.0: Heineken 0.0 is the alcohol-free extension of one of the world's largest beer brands, produced via vacuum distillation to remove alcohol. It competes directly with Crazy Mountain in the non-alc lager segment but benefits from Heineken's global distribution, marketing budget, and brand equity.
• Budweiser Zero / AB InBev NA portfolio: AB InBev produces multiple non-alcoholic beer brands including Budweiser Zero and Corona Cero, leveraging the largest beer distribution network in the U.S. These are broad incumbents that compete with Crazy Mountain on price and shelf availability rather than craft positioning.

Emerging players

• Untitled Art: Untitled Art produces a growing portfolio of non-alcoholic craft beers and other beverages, positioned as premium and design-forward. As an emerging player in NA beer, it overlaps with Crazy Mountain's craft positioning and lifestyle-driven branding approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/crazymountain

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crazy Mountain