Skate Legend Erik Ellington Launches Easy Does It – A New Non-Alcoholic Beer Brewed in the Spirit of DIY

Skateboarding icon and serial entrepreneur Erik Ellington is redefining what it means to "have a good time" with the launch of Easy Does It, a crisp, 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. At the time of launch, the beer will be available direct-to-consumer (online) with distribution across Los Angeles coming later this fall via select Albertsons, Vons, Pavilions, and BevMo! locations and available delivery via 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."

Fellow cofounder Kellen Roland (founder of GOOD GROUP, former CEO of JOOPITER by Pharrell Williams, and former VP of Sales at Herschel) notes, "When Erik and Jon shared the idea, it was clearly a category-defining opportunity. It's exactly the kind of brand GOOD GROUP was built to support. The right people, the right product, at the right time — the brand's carefree, not careless attitude is what sets it apart in the market. My role is to ensure we have the strategy and structure to bring Erik's vision to life."

Brewed with Saaz hops for a crisp body and familiar bite, Easy Does It nods to the classics, but with a mindset built for now. At just 65 calories, it's refreshingly light and simple. Crushable, nostalgic, and brewed to shotgun, Easy Does It was made for real connection, the kind that happens when people slow down and show up. Just great beer, minus the alcohol.

At its core, Easy Does It is everything beloved about classic American beer: the flavor, the ritual, and the attitude, without the booze. Clean ingredients. Real flavor. A rebellious, nostalgic spirit.

"Brewed in California and rooted in the defiant culture that shaped its founders, Easy Does It was made for those who go hard but give a damn, and anyone carving their own path." 

Go hard. Care hard. Easy Does It.

About Easy Does It:

Easy Does It is a non-alcoholic beer brand founded by skateboarding icon Erik Ellington, alongside Jon Warren and Kellen Roland. Brewed in California with Saaz hops, for a crisp, nostalgic bite, Easy Does It is built for outsiders, do-it-yourselfers, and anyone who wants to stay sharp, show up, and still enjoy the ritual of beer. More than a beverage, it is a cultural statement rooted in Ellington's journey and the independent spirit of skateboarding. With clean ingredients and a rebellious attitude, Easy Does It delivers the flavor, ritual, and vibe of classic American beer without the booze. Go hard. Care hard. Easy Does It. 

About GOOD GROUP: 

GOOD GROUP is a venture studio that co-creates CPG brands designed to make people's lives better. We build products that taste great, work well, and are made with clean ingredients. By combining smart design, thoughtful branding, and partnering with world-class founders, we create category-defining companies. From concept to exit, we provide the strategy, structure, and hands-on support that founders need to build brands that win on taste, scale with strong margins, and deliver real impact for consumers.

Media contact: Kelsey Cone

818-278-4068