George Clooney helped redefine what a celebrity liquor brand could be. Casamigos wasn’t born in a boardroom—it started as a casual project between neighbors that turned into one of the most successful tequila brands ever. Now, he’s taking that same friendship-first approach to a whole new kind of drink: a non-alcoholic beer.
Expected to launch in early 2026 with longtime business partners Rande Gerber and Mike Meldman, the zero-proof brew carries the same easygoing spirit that made Casamigos a global hit. But instead of celebrating all-night parties, it’s about waking up ready for the next adventure—whether that’s a morning surf session or a motorcycle ride through Baja.
From Tequila to Zero-Proof
The trio that made Casamigos a household name hasn’t exactly been resting on its billion-dollar laurels since selling the brand to Diageo in 2017. Between bike trips through Mexico and legendary Halloween parties, Clooney, Gerber, and Meldman have reportedly been brewing something new. According to Page Six, the upcoming release will be “a non-alcoholic beer made for real friends, by real friends”—a tagline that fits their laid-back, genuine style.
For Clooney, it’s also a personal shift. During his Broadway run of Good Night, and Good Luck, he told Esquire that he largely cut out alcohol to protect his voice and sleep. He joked later that when the show wrapped, he “caught up” in one night—a reminder that even Hollywood icons occasionally overdo it. The new venture seems like a natural evolution for someone who’s more interested in balance than abstinence.
Why It’s the Right Time
Clooney’s timing couldn’t be better. Sales of non-alcoholic beer, wine, and spirits have jumped 26% over the past year, topping $800 million in the U.S., according to market research firm NIQ. Younger generations are driving that growth, leaning into “sober curious” lifestyles that prioritize feeling sharper and more present without skipping the social aspect of having a drink.
And if anyone can make moderation look aspirational, it’s Clooney and Gerber. They turned tequila into an emblem of effortless cool—now they’re doing the same for the no-proof crowd with their upcoming NA beer. If their next chapter follows the Casamigos playbook, this could easily become the drink of choice for anyone who wants the camaraderie of a cold one and the freedom to skip the hangover.
