Startup CPG Newswire:
Easy Does It — A New Non-Alcoholic Beer Brewed in the Spirit of DIY, Launched by Skate Legend Erik Ellington
PRESS RELEASE — NEWS PROVIDED BY Easy Does It for Kellen Roland
LOS ANGELES, CA (AUGUST 2025) — Skateboarding icon and serial entrepreneur Erik Ellington is launching Easy Does It, non-alcoholic beer celebrating connection, creativity, and camaraderie — without the hangover.
Brewed in collaboration with Erik’s childhood friend and award-winning brewmaster Gabe Fletcher of Anchorage Brewing Co, Easy Does It officially goes on sale direct-to-consumer (online) on August 5th. To celebrate, a launch party will be held on August 7th at The Bungalow Santa Monica. Distribution across Los Angeles will follow this fall via select Albertsons, Vons, Pavilions, and BevMo! locations, with delivery available through Gopuff.
More than a beverage, Easy Does It is a cultural statement, rooted in Ellington’s 11-year sobriety journey and the ability to see the world differently through skateboarding. Designed for the outsiders and do-it-yourselfers, it’s for anyone who wants to go hard, be present, and still enjoy the ritual of beer.
“This wasn’t about making a ‘sober beer,’” says Ellington. “It was about creating something that brings people together, whether you drink or not. I missed the taste, the hang, the vibe… just not the fallout.”
Co-founder Jon Warren, VP of Creative at Herschel and former Director of Design at Vans, adds, “Easy Does It isn’t just a beer, it’s a lifestyle born from the subcultures that shaped us. It’s built on a lifetime lived outside the mainstream, from DIY punk shows to vintage Americana. We’re pulling from those worlds, remixing the best parts of the past, to create something fresh for today. Something real that makes you want to show up, be present, and have a good time.”
Kellen Roland, founder of GOOD GROUP, former CEO of JOOPITER by Pharrell Williams, and former VP of Sales at Herschel, notes, “The right people, the right product, at the right time — the brand’s carefree, not careless attitude is what sets it apart. My role is to ensure we have the strategy and structure to bring Erik’s vision to life.”
Easy Does It is brewed with Saaz hops for a crisp body and familiar bite. At 65 calories, it’s light, simple, and brewed to shotgun – minus the alcohol.
Learn more at easydoesitbrew.com or follow along @easydoesitbrew.
About Easy Does It
Easy Does It is a crisp, non-alcoholic beer brewed with Saaz hops for a light, nostalgic flavor inspired by classic American lagers. At 65 calories, it’s crushable, simple, and made to shotgun because some rituals are too good to give up.
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