During the COVID-19 lockdown, Joe Chura, like many others, found himself drinking more frequently. For Chura, the struggle with alcohol was not new. His father had died from complications related to alcoholism in 2006, and his younger brother had also battled dependency. By 5 p.m. each day, the craving for a drink would hit hard. Determined to break the cycle, Chura and his wife decided to take on a 75-day challenge to abstain from alcohol.
“I didn’t think I was going to make it,” Chura admits. “In the first few days, I’d run past bars and feel an intense craving. But when I came home and had a nonalcoholic beer, that craving significantly diminished. I made it through the night, and the next day, I did the same thing.”
Chura, who had no prior experience in brewing but a strong background in e-commerce and digital marketing, saw an opportunity to help others facing similar struggles. He secured a location in Naperville, Illinois, at the shuttered 2 Fools Cider, and posted a job listing for a head brewer to launch a nonalcoholic brewery.
James Bigler, a brewer at Alter Brewing in Downers Grove, had also noticed his drinking habits worsening during the pandemic. After switching to nonalcoholic beer, he began experimenting with creating his own. When Bigler stumbled upon Chura’s job posting on Facebook, he was intrigued. While others mocked the idea, Bigler saw potential and submitted his resume.
“Joe asked me, ‘Do you think you can make the best nonalcoholic beer?’ and I said, ‘Yes,’” Bigler recalls. “I knew he’d excel at running the business and marketing, and he trusted me with the production side.”
Go Brewing was born in Chura’s garage while their facility was being built. The brewery officially opened in 2023 at 1665 Quincy Avenue in Naperville, becoming one of the few nonalcoholic taprooms in the U.S. Today, Go Brewing distributes its products to 20 states, both directly to consumers and through partnerships with major retailers like Costco and Jewel-Osco. Last year, the brewery sold out during Dry January, prompting them to stock up in advance this year and form a joint venture with Lombard’s Noon Whistle Brewing to scale production.
“The craft beer industry is declining, so many breweries have excess capacity. It was perfect timing to collaborate and help each other,” Chura explains.
Go Brewing’s rapid growth shows no signs of slowing. The company is expanding distribution to California and Texas and exploring new product lines, including hop water and THC-infused beverages, based on consumer feedback. They’ve also added gluten-free options and committed to releasing a new beer variety every month in 2024.
“Nonalcoholic consumers are still tuned into craft beer trends and want to try new things,” Bigler says. “I’m always looking at what small brewers are doing for inspiration.”
Go Brewing’s direct-to-consumer Beer of the Month club serves as a testing ground for new flavors. In January, members received a banana pancake stout. While nonalcoholic lagers and stouts are now widely available, Go Brewing stands out with its diverse offerings, including sours, wheats, and porters. The company launched with five beers and now regularly stocks a dozen varieties, along with hop water.
“Taking a chance on flavor is exciting for a direct-to-consumer brand,” Chura says. “I can test ideas online quickly, double down on what works, and move on from what doesn’t.”
Despite some tanks in the taproom being too small to meet demand, the space has become a community hub, hosting events like live music, improv theater, and wellness classes such as breathwork, tai chi, and barre. Go Brewing also offers a selection of alcoholic beers from local breweries like Hop Butcher for the World and Revolution Brewing to cater to all preferences.
“Nonalcoholic beverages are still a small fraction of the market, but we want to be inclusive,” Chura says. “It’s about creating a space where everyone feels welcome.”
Both Chura and Bigler attribute Go Brewing’s success to a growing focus on health. The brewery prominently displays calorie counts for its beers in the taproom. When the U.S. Surgeon General recently suggested that alcohol should carry health warning labels similar to cigarettes due to cancer risks, Chura received dozens of supportive messages.
“A lot of us struggle with alcohol,” Bigler says. “Nonalcoholic beer helps break the cycle and allows people to live the life they want. Now, I don’t have to show up to a party empty-handed.”
Go Brewing’s story is a testament to innovation, community, and the power of addressing a growing demand for healthier alternatives in the beverage industry.
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