A craft beer brand built by skateboarder Erik Ellington and his partners is shaking up the non‑alcoholic category with a new take on the classic cerveza. On April 30, Los Angeles‑based Easy Does It introduced Original Gold, a Mexican‑style non‑alcoholic lager that joins its flagship American lager as a permanent SKU.

The founders set out to create a premium, full‑flavor beer that feels at home at backyard barbecues, house parties and bar tops — places where non‑alcoholic options often feel like an afterthought.

Original Gold is brewed to deliver a clean, balanced profile with a golden‑straw hue, floral aroma and a hint of honey. Sold in 12 oz six‑packs for $13.99, it is currently available at Albertsons, Vons, Pavilions, BevMo! and select bars across Southern California. Rapid delivery via Gopuff is offered, and national shipping through Amazon will follow in May. The brand’s presence has grown to more than 150 accounts, and expansion plans include 58 BevMo! stores through a partnership with LA Distributing.

Easy Does It positions its non‑alcoholic beers as part of mainstream drinking culture rather than as a separate category. The founders emphasize that they are not telling anyone how to live — they simply want to offer a beer worth drinking when you choose not to drink alcohol.

For drinkers seeking the crisp refreshment of a Mexican lager without the buzz, Original Gold provides a sessionable option from a brand with countercultural roots.