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You Heard It Here First: Why I'm Betting on Easy Does It To Be The Winner Of The NA Beer Category
Welcome to Previewer.co's first Editor's Pick: where Callahan sticks his flag in the ground and highlights a new brand and product that he predicts will be one of the next big brands.
In the past decade, celebrity brands have been all the craze. The beauty industry has been overrun with every household-name celebrity or model wanting to launch their own brand. Rihanna has Fenty Beauty. Selena Gomez has Rare Beauty. Hailey Bieber has Rhode.
The same thing happened in the alcohol industry. EVERY celebrity wanted in on the craze, driven by massive exits like George Clooney's Casamigos Tequila selling for ~$1 billion (yes, with a B!).
But being a celebrity with a loyal following is not enough anymore.
Informed consumers are looking past the face on the packaging and looking for quality over celebrity. Many brands that once looked promising are beginning to tumble.
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I, myself, am deeply skeptical of most celebrity brands. I usually see them as a ploy to capitalize on a large following and captured screen time. It also seems like mainstream celebrities are also losing their favor in the sight of the common person. Aren't we kinda over the Kardashians?
The real brands that grab my attention are the ones I didn't even know had celebrities behind them. They're the brands that win me over through other means—a strong marketing campaign, magnetic branding, or a quality product that I somehow manage to get my hands on.
That was my experience with Easy Does It.
Easy Does It is a new non-alcoholic beer brand out of Los Angeles that just launched in August 2025. Founded by Erik Ellington with co-founders Kellen Roland and Jon Warren, it seeks to capture the essence and camaraderie of beer, simply without the buzz.
It's a simple idea. I guess that's why "Easy Does It."
Their Non-Alcoholic Beer looks and feels like a classic American lager. It has that perfect golden-straw color. It's got the American pride front and center with a bald eagle right under the logo.
The recipe is kept simple with five ingredients: water, malted barley, oats, hops, and yeast. Brewed in California. The specs are all there, ticking every box at just 65 calories per can.
But a good product isn't enough to get the "flag plant." This is why I'm making the call.
That's not a claim I throw around lightly, but the puzzle pieces are all there.
The founder, Erik Ellington, is a skating legend noted for co-founding iconic skating brands like Supra footwear and Deathwish skateboards.
At least, that's what the internet tells me.
Respectfully, I'm not in the skating world, so I've never heard of Erik. And that's what makes this brilliant. This isn't a brand that's first and foremost a "Celebrity Brand." It's not a brand that just slapped some 10M-follower model on the packaging. This is a brand whose product and branding hit you before the "celebrity" does, which builds authentic, product-first loyalty.
For a while, I thought Non-Alcoholic beers were just a marketing gimmick. The data proves that's wrong. There is a real, and rapidly growing, market here.
The "sober curious" trend, combined with decreased drinking among Gen Z and Millennials, has already created a $21.9 billion dollar market (in 2024). It grew at approximately 16.4% last year alone.
There is a huge opportunity here, with no single, dominant player… yet.
This is borrowing from the Liquid Death playbook, and it's working. The branding stays true to the product and the vibe. It's a classic American beer; it's simple. It has that "cool factor" that makes you want to be seen holding it. It's branding you would actually wear on a hat or a t-shirt.
The most important part is the product. I got my hands on a 6-pack and made all my friends try it. It was an immediate hit. The feedback was unanimous: "Dang, that's delicious" and "Wow, that's so light."
They nailed the taste. It's not a drink that's going to bog you down, and it's not disgusting like many NA beers end up being. Win-win.
Here's where all the pieces click into place.
This isn't just another NA beer; it's a cultural signifier in a can. Liquid Death proved you can build a billion-dollar empire by making water cool. Easy Does It is positioned to do the same for NA beer.
It has the founder-led authenticity that consumers crave, the perfect taste and specs (65 calories!) for modern health trends, and it's hitting a $22 billion market wave at the exact right moment.
I'm planting my flag. This is the brand that will define the "new cool" at every party, concert, and backyard BBQ for the next five years.
Callahan Hinckley, Co-Founder of Previewer.co
