Who owns EASY RIDER BEER?

EASY RIDER BEER is owned by

JUNESHINE

Website

Easy Rider is a brand of light lager produced by Juneshine Inc beginning in 2023. Part of a trend of easy drinking boutique lagers, the brand insists that “this ain’t craft” and seeks to align itself with young urban consumers who care about label but aren’t concerned with big craft flavor. Pro surfers Rob Machado, Nathan Florence, and Matt Meola are affiliated with the brand as ambassadors, along with motocross racer Jeremy “Twitch” Steinberg and comedians Chad and JT.

The brand targeted a midrange price point of between $15.99 and $16.99 per pack of 12 beers, to stay below the price of competitor Modelo. According to Juneshine co-founder and CMO Forrest Dein, the company sought to “split the middle” in terms of flavor between Coors Light and Coors Banquet.

The brand donates some of its proceeds to national parks in California, and is a member of 1% for the planet. It also claims that it “gives back to the local heroes and first responders who make our backyard a better place, protect our freedoms, and champion the pursuit of happiness” through the “Everyday Americans Foundation.” It is not clear whether the Everyday Americans Foundation is controlled by Juneshine or a separately run organization.

Juneshine was started by Forrest Dein and Greg Serrao in San Diego, California in 2018. They have since received significant funding in 2021, including from celebrities Diplo, Whitney Cummings, and YouTube star Cody Ko. Another round of funding in the seven figures was completed in 2024, shortly after launching the Easy Rider brand. Although the beer brand is based out of California, Easy Rider is contract brewed out of City Brewing Company’s brewery in La Crosse, Wisconsin, as well as through Great Central Brewing Company of Chicago, Illinois.

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