George Clooney’s New Beer Startup Is Copying an Elite Growth Strategy Most Founders Can’t Touch
By Ali Donaldson
Published on April 29, 2026.
Crazy Mountain, a beer startup founded by George Clooney and Bill Shufelt, plans to capitalize on one of its co-founders' networks of ultra-luxe vacation clubs. Athletic Brewing, the undisputed market leader, has surpassed $90 million in annual revenue by 2024. The company, which launched in 2017, has a more than 50 percent market share and landed on the Inc. 5000 for the past four consecutive years. Celebrities have also been investing in the space, capitalizing on their platforms and well-known sobriety. Today, the company announced it raised a $15 million seed round led by CAVU Consumer Partners with participation from Coatue and Discovery Land Company.
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