Crazy Mountain will debut in select U.S. markets this year.

The trio that co-founded tequila brand Casamigos more than a decade ago this week launched a new beverage brand targeting the alcohol-free segment.

Crazy Mountain non-alcoholic beer, founded by actor George Clooney and entrepreneurs Rande Gerber and Mike Meldman, is a “premium non-alc lager-style brew” that the company said is made using a process that does not require the removal of alcohol after brewing. Officials said that ensures that the beverage retains “the integrity of the flavor from start to finish.”

“We love beer, we just don’t always want the effects that come with it,” Clooney said in the announcement.

The brand’s 12-ounce cans, available in a classic lager and a lime variety, will roll out in select U.S. markets this year. Crazy Mountain’s website is currently selling shipments of two six-packs for just shy of $28.

Clooney, Gerber and Meldman introduced Casamigos in 2013; it sold for a reported $1 billion in 2017.

Source https://www.foodmanufacturing.com/consumer-trends/news/22962481/clooney-and-casamigos-cofounders-introduce-nonalcoholic-beer-brand