Easy Does It
Easy Does It is a Los Angeles-based non-alcoholic beer brand founded by professional skateboarder Erik Ellington, distributing a single core product to 80+ retail and hospitality locations across Southern California via self-distribution and a wholesale partnership with LA Distributing.
- Company typePrivate
- Founded1989
- HeadquartersLeesport, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Easy Does It does
Easy Does It is a Los Angeles-based non-alcoholic beer brand founded by professional skateboarder Erik Ellington alongside co-founders Kellen Roland and Jon Warren. The company produces and distributes a single core product — its non-alcoholic beer — targeting sober-curious consumers seeking social drinking alternatives without alcohol in both on-premise (bars, restaurants) and off-premise (retail) settings. The brand is positioned within the Southern California lifestyle aesthetic, leveraging Erik Ellington's skateboarding career as a primary credibility and differentiation signal.
During its first year of operation, the company built its distribution footprint to more than 80 retail and hospitality locations through founder-led self-distribution and direct relationship-building. On March 18, 2026, Easy Does It announced a distribution partnership with LA Distributing (LAD) — a Southern California wholesaler whose portfolio includes Olipop, Healthade, Pressed Juicery, Homage Brewing, Vive, and Eel River — to scale availability across Los Angeles, Orange County, Riverside, San Bernardino, Ventura, and Santa Barbara counties. The partnership grants the brand access to LAD's network of top-tier retail, natural, and convenience partners.
The business model is a straightforward wholesale/retail play on a single SKU. No pricing details, revenue figures, external funding, patents, or institutional investment are disclosed in available sources. The founders retain full ownership and operational control. The company's expansion strategy hinges on leveraging LAD's distribution infrastructure to deepen penetration in Southern California ahead of any geographic or SKU extension.
Easy Does It firmographics
Firmographics- Name
- Easy Does It
- Website
- https://easydoesitinc.org
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Easy Does It is a Los Angeles-based non-alcoholic beer brand founded by professional skateboarder Erik Ellington, distributing a single core product to 80+ retail and hospitality locations across Southern California via self-distribution and a wholesale partnership with LA Distributing.
- Ownership category
- akta.pro rank
Easy Does It industry classification
Industry- Product category
- Non-Alcoholic Beverages
- NAICS
- Soft Drink Manufacturing (312111)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Alcoholic Beverage Blending, Bottling & Private Label (Non-Distilling) (AFAFAAAH)
Keywords
Where Easy Does It is headquartered
LocationHeadquarters
- HQ city
- Leesport
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Easy Does It business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Non-alcoholic beer product sales: Revenue generated from selling non-alcoholic beer products to retail and hospitality customers through distribution partnerships and direct sales relationships.
Go-to-market motion1 record
Distribution channels2 records
Easy Does It product offering
Product offeringCore offering
Easy Does It is a Los Angeles-born non-alcoholic beer brand that produces and sells a single core non-alcoholic beer product. The company distributes through direct self-distribution relationships and a wholesale partnership with LA Distributing (LAD), reaching retail outlets and hospitality venues across six Southern California counties.
Product overview
Easy Does It is a single-product non-alcoholic beer brand. The company offers one core product line — its non-alcoholic beer — which it distributes through direct relationships with retail and hospitality partners in Southern California. The brand recently partnered with LA Distributing (LAD) to expand its distribution network across Los Angeles, Orange County, Riverside, San Bernardino, Ventura, and Santa Barbara counties.
Differentiator
Problem solved
Functional benefit
Products and services
- Easy Does It Non-Alcoholic Beer A non-alcoholic beer positioned as a social drinking alternative for sober-curious consumers, available in over 80 retail and hospitality locations across Southern California and distributed through self-distribution and the LA Distributing (LAD) wholesale partnership.
Companies that use Easy Does It
Customer profileSegments2 records
Ideal customer profiles1 record
Easy Does It technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Easy Does It partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- LA Distributing (LAD)coreEasy Does It has partnered with LA Distributing (LAD) to expand availability across Southern California. LAD represents brands including Olipop, Healthade, Vive, Homage Brewing, Eel River, and Pressed Juicery. The partnership enables Easy Does It to access LAD's network of top-tier retail, natural, and convenience partners. This marks the brand's next phase of growth following a year of self-distribution and direct relationship-building.
Scale indicators2 records
Recent moves4 records
Expansion highlights4 records
Easy Does It competitors and assessment
Company assessmentDirect peers
- Bravus Brewing Company: Non-alcoholic craft brewer distributing through retail and on-premise in the U.S. Competitor in the same NA beer category with similar product positioning and channel mix.
- Athletic Brewing Company: The U.S. category leader in non-alcoholic beer, selling a broad SKU range through off-premise and on-premise channels nationally. Athletic Brewing is the most direct comparable given its product, channel, and target consumer overlap with Easy Does It.
- Partake Brewing: Non-alcoholic craft beer brand with a multi-SKU lineup sold through retail and on-premise. Direct competitor to Easy Does It in the NA craft/lifestyle beer segment.
- Wellbeing Brewing Company: Non-alcoholic craft beer brand sold through retail and on-premise, with a sober-curious and recovery-friendly positioning. Closely comparable to Easy Does It in use case and customer segment.
- Surreal Brewing Company: Non-alcoholic craft beer brand with a lifestyle/health-forward positioning, distributed through retail and on-premise. Comparable to Easy Does It in target consumer and product format.
Broad incumbents
- Heineken (Heineken 0.0): One of the largest brewers globally, with Heineken 0.0 as a major non-alcoholic beer offering. Competes with Easy Does It for the same shelf and on-premise occasions, but with vastly broader portfolio and distribution.
- Clausthaler: Established non-alcoholic beer brand owned by a large brewer (Radeberger Group). Competitor in the NA beer category with broader European distribution and significant U.S. presence.
- Anheuser-Busch InBev (Bud Zero, O'Doul's): Global brewing incumbent with multiple non-alcoholic offerings (Bud Zero, O'Doul's, Corona Cero). Competitor for NA beer retail and on-premise real estate, with dominant scaled distribution.
- Beck's (Beck's Blue): Legacy brewing brand with Beck's Blue as its non-alcoholic line. Competes with Easy Does It in the same NA beer category, but with broader portfolio and trade leverage.
Emerging players
- Lagunitas Brewing (IPNA / NA Line): Established craft brewer (subsidiary of Heineken) with a non-alcoholic line. Competitor at the craft-beer / NA-beer intersection with stronger brand awareness and distribution.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
Easy Does It social profiles
Digital presenceEasy Does It financial estimates
Financial estimateRevenue estimate
Valuation estimate
Easy Does It leadership team
Management profileNumber of profiles
Profiles3 records
Easy Does It funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Easy Does It M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Easy Does It
What does Easy Does It do?
Easy Does It is a Los Angeles-born non-alcoholic beer brand that produces and sells a single core non-alcoholic beer product. The company distributes through direct self-distribution relationships and a wholesale partnership with LA Distributing (LAD), reaching retail outlets and hospitality venues across six Southern California counties.
Is Easy Does It a public or private company?
Easy Does It is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Easy Does It founded?
Easy Does It was founded in 1989. It employs 11 to 50 people.
Where is Easy Does It based?
Easy Does It is headquartered in Leesport, United States, in the North America region.
How does Easy Does It make money?
One revenue line is on record: non-alcoholic beer product sales.
Who are Easy Does It's main competitors?
Direct peers on record are Bravus Brewing Company, Athletic Brewing Company, Partake Brewing, Wellbeing Brewing Company and Surreal Brewing Company. Broad incumbents are Heineken (Heineken 0.0), Clausthaler, Anheuser-Busch InBev (Bud Zero, O'Doul's) and Beck's (Beck's Blue). Lagunitas Brewing (IPNA / NA Line) is listed as an emerging player.
Does Easy Does It have an API?
No public API is recorded for Easy Does It.
What industry is Easy Does It in?
Easy Does It's product category is Non-Alcoholic Beverages. Its primary akta.pro industry code is AFAFAAAH, Alcoholic Beverage Blending, Bottling & Private Label (Non-Distilling). Its NAICS code is 312111 and its SIC code is 2080.