#United States #Los Angeles #Non-Alcoholic Beer #Erik Ellington #Easy Does It

Skateboarding Icon Erik Ellington Unveils Easy Does It

On August 5, 2025, Erik Ellington, a celebrated figure in the skateboarding world and an established entrepreneur, launched his innovative non-alcoholic beer called Easy Does It. This refreshing beverage aims to redefine the way we enjoy social interactions, encouraging connection and creativity without the repercussions of alcohol.

Crafted in partnership with his childhood friend Gabe Fletcher, an award-winning brewmaster from Anchorage Brewing Co, Easy Does It is more than just a drink; it’s a cultural expression inspired by Ellington's personal journey towards sobriety over the past 11 years. Ellington’s vision for the beer revolves around fostering a sense of belonging, targeting those who appreciate the social rituals of drinking but want to steer clear of alcohol's negative aftereffects. "This isn't about creating a 'sober beer'," he explains. "It’s about developing something that unites people, regardless of their drinking choices. I craved the taste and the experience, just without the hangover."

Launch Celebration

To mark the debut of Easy Does It, a launch party was scheduled for August 7, 2025, at The Bungalow in Santa Monica. The beer will initially be available for direct online purchase, with broader distribution anticipated across Los Angeles later in the fall at select retailers including Albertsons, Vons, Pavilions, and BevMo!, complemented by delivery options through Gopuff.

A Cultural Statement

Easy Does It embodies Ellington's dedication to living life outside of societal norms. It’s designed for those who embrace a Do-It-Yourself (DIY) ethos and have a passion for authentic experiences. As co-founder Jon Warren — also Vice President of Creative at Herschel and former Director of Design at Vans — points out, the brand isn’t merely a product; it’s a lifestyle shaped by the various subcultures that influenced the founders. Warren reflects, "Easy Does It captures the essence of our non-mainstream experiences, from DIY punk events to vintage Americana. We seek to blend nostalgia with creativity, producing something that resonates in today's context."

Kellen Roland, another co-founder and founder of GOOD GROUP, shares, "When Erik and Jon presented this idea, it was immediately apparent that we were confronting an intriguing market opportunity. This product encapsulates our values — it's about community and authenticity, with a message that’s particularly relevant today. Our role is to ensure the brand's essence is rigorously implemented and that Erik’s vision sees the light of day."

Brewed to Perfection

Easy Does It features Saaz hops, giving it a refreshingly crisp body and a familiar flavor without the alcohol. With only 65 calories per serving, it’s marketed as light and refreshing, ideal for sharing during social gatherings. The beer evokes fond memories of traditional American beers while remaining relevant to contemporary drinkers. It caters to individuals who still want to enjoy a flavorful beverage without compromising their sobriety. As the tagline suggests, "Go hard. Care hard. Easy Does It."

The product is brewed in California, drawing inspiration from the rebellious punk culture that underpins its founders’ experiences. Easy Does It is tailored for anyone who wants to enjoy life’s moments while retaining their clarity and presence. With straightforward ingredients and a nostalgic flavor profile, the brand invites people to embrace genuine connections.

Conclusion

In a market flooded with alcoholic beverages, Easy Does It stands out as an inclusive, innovative alternative that champions social connection. By focusing on flavor and community over intoxication, Erik Ellington, alongside his co-founders, is setting a new standard for non-alcoholic drinks. This launch is more than just the introduction of a product; it's a movement towards enjoying life and fostering companionship, all without the fallout of traditional alcohol consumption.