Less is More with Easy Man, More or Less

“Blurring the lines” might feel like a cliché at this point, but it still does the best job of explaining why the beverage world has gotten so complex compared to just five years ago. New hybrids keep emerging, borrowing pieces from two or more established categories.

One of the clearest examples is the rise of Delta-9 THC drinks that not only aim to replace the beer occasion, but actually taste like beer. I’ve been watching this small but fascinating space closely since January, when Go Brewing (Naperville, IL) launched Easy Man, a gluten-free “brew” made with millet, buckwheat, and oats. Each can contains 3 mg of THC and 3 mg of CBD.

Building on what I wrote last week, brands in the Low and No-Alcohol space are continuously adjusting their positioning as they respond to market feedback and shifting expectations. Go Brewing is no exception, so I wanted to share what’s changed with Easy Man since January’s Q&A with founder Joe Chura.