Easy Does It Wants You to 'Get Smashed' With Non-Alcoholic Brew: What to Know

To “get smashed,” one doesn’t necessarily need to enlist the usual alcohol-focused beverages. At least, that’s the ethos behind Erik Ellington’s Easy Does It, which will soon be celebrating its formal launch with a special event in Santa Monica.

What is Easy Does It?

Easy Does It uses “real malt, hops, and a specialty yeast” in its brewing process, with reps saying it’s “just like alcoholic beer,” albeit made using a closely watched fermentation process that renders it legally non-alcoholic. At the heart of the brand is Anchorage Brewing’s Gabe Fletcher, a longtime friend of Erik’s.

Where can I find Easy Does It?

Easy Does It is now available direct to consumer. Later this year, select stores in the Los Angeles area—Albertsons and Vons among them—will carry the beverage. Those hopping to get a taste will also be able to order Easy Does It through Gopuff.

When is the Easy Does It launch party?

Easy Does It will ring in its launch at the Bungalow in Santa Monica on Thursday, Aug. 7. See more info here.