Is That the Marlboro Man? George Clooney’s Crazy Mountain NA Beer Launches

Published

March 9, 2026

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Two Crazy Mountain non-alcoholic beer cans featuring cowboy imagery, one depicting a cowboy with a lasso on a horse in a dynamic pose, and the other showing a cowboy in action with the sun in the background.

Casamigos founders Rande Gerber, Mike Meldman, and George Clooney launched a non-alcoholic beer called Crazy Mountain.
Branding and packaging for Crazy Mountain play on a cowboy theme, very reminiscent of the highly successful Marlboro Man campaign, which ran from 1954 to 1999.

Just because cigarette smoking is down, and the Marlboro Man was officially retired by the brand in 1999, it doesn’t mean that the mystique and allure of cowboys has gone away.

Crazy Mountain, a non-alcoholic beer brand founded by the Casamigos tequila team of Rande Gerber, Mike Meldman, and actor George Clooney, taps into the free-spirited mythos of cowboys. The brand has positioned itself as a premium NA option for health-conscious consumers who don’t want to sacrifice taste or the ritual of cracking open a cold one. To start, Crazy Mountain has released two NA beers: a classic take on lager and another brew naturally flavored with lime.

Rudy Sanchez

Rudy Sanchez is a product marketing consultant based in Southern California. Once described by a friend as her “technology life coach,” he is a techie and avid lifelong gamer. When he’s not writing or helping clients improve their products, he’s either watching comedies on Netflix, playing the latest shooter or battle royale game or out exploring the world via Ingress and Pokémon Go.