(Tom Holland / Courtesy BERO)
Not long ago, non-alcoholic beer was treated like the awkward cousin of the beer world — something you drank if you had to, not because you wanted to. But times have changed. With better brewing techniques and a growing interest in healthier lifestyles, the NA beer category has exploded in popularity. And where there’s a hot trend, celebrities are rarely far behind.
In recent years, a wave of actors, athletes, and entertainers have jumped into the non-alcoholic beer space, helping bring mainstream attention — and plenty of marketing muscle — to a category that’s rapidly shedding its old reputation.
One of the most prominent celebrity-backed NA brands comes from actor Tom Holland. Best known for playing Spider-Man in the Spider-Man franchise, Holland launched the alcohol-free beer brand Bero after publicly discussing his own decision to cut back on drinking. The idea was simple: create a beer that still delivers the social experience of having a drink without the alcohol.
Another major Hollywood name entering the category is George Clooney. Clooney has teamed up with longtime business partners Rande Gerber and Mike Meldman to launch Crazy Mountain, a premium non-alcoholic lager-style brew aimed at drinkers who want the taste and ritual of beer without the alcohol.
Mike Meldman, Rande Gerber and George Clooney (Credit: Nathaniel Goldberg)
The brand positions itself squarely in the growing “mindful drinking” movement. According to Gerber, the goal was to create a beer that lets people enjoy the moment without worrying about the morning after. Crazy Mountain is brewed using a process that avoids removing alcohol after fermentation, helping preserve the flavor from start to finish — a technique many modern NA brewers now favor.
Each 12-ounce can contains about 65 calories and the beer is launching in two varieties: Original, a non-alcoholic take on a classic lager, and Lime, a citrus-accented version designed for easy drinking. The brand is expected to begin rolling out in select U.S. markets during 2026, with a broader national expansion planned afterward.
Celebrity entrepreneurs have been drawn to the NA beer space for the same reason craft brewers have — the category is booming. Actor Ryan Reynolds, for example, has become one of Hollywood’s most active beverage investors through his marketing firm Maximum Effort, which has helped promote several alcohol-free beverage ventures aimed at modern drinkers.
Sports stars have also joined the movement. Former NFL defensive end J. J. Watt partnered with the fast-growing Connecticut-based brewer Athletic Brewing Company, which has become one of the most recognizable names in the alcohol-free beer market. Founded in 2017, Athletic Brewing helped prove that craft-style NA beers could compete with traditional beers on flavor and quality.
Hollywood has been paying attention as well. Actor Blake Lively has invested in the alcohol-free beverage space through her brand Betty Buzz, part of a wider movement toward beverages that fit a more balanced lifestyle. While not strictly a beer brand, companies like Betty Buzz have helped normalize alcohol-free options in social settings traditionally dominated by booze.
Even celebrities who have built major alcohol brands are keeping an eye on the shift. Actor Dwayne Johnson, whose Teremana tequila has become a massive hit, has spoken about the growing interest in low- and no-alcohol alternatives — a sign that the broader beverage industry is watching the trend closely.
Industry analysts say the surge in celebrity involvement reflects a larger cultural shift. Younger consumers in particular are drinking less alcohol overall but still want the flavor, social ritual, and camaraderie that comes with cracking open a beer. Advances in brewing technology have also dramatically improved the taste of NA beer, helping the category shake the watery reputation that plagued earlier attempts.
For celebrities, the space also offers something rare in the endorsement world: authenticity. Many actors and athletes promoting non-alcoholic beer say they’re doing so because they’ve personally cut back on drinking, making the partnerships feel more natural than traditional celebrity liquor brands.
Star power alone doesn’t guarantee success in the crowded beverage marketplace. But with names like Clooney, Holland, and Reynolds now in the game, one thing is clear — non-alcoholic beer is no longer an afterthought.
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