In 2020, the pandemic served as a wake-up call for both Joe Chura and his wife. “Our drinking habits were affecting our health, and we decided it was time for a change,” he said. “We chose sobriety and a healthier lifestyle but quickly discovered a lack of enjoyable non-alcoholic options at bars and restaurants.”
Spotting an opportunity amid a retreating brewing industry, Chura decided to fill that gap with something innovative and different: Go Brewing. The firm is a pioneering force in non-alcoholic beverages, redefining the category with premium products and a holistic approach to wellness.
Backed by a successful career in digital auto enterprises—including the creation of Dealer Inspire, which was sold to Cars.com for nearly $200 million—Chura invested $5 million into establishing Go Brewing.
In 2023, Go Brewing officially launched, producing non-alcoholic beers that preserve the authentic flavors of traditional brewing while eliminating alcohol. The company rapidly gained momentum, shipping over 60,000 online orders and becoming a top Amazon seller. Today, Go Brewing is available in more than 20 states and featured in major retailers, with three medals from the Best of Craft Beer Awards underscoring its quality and appeal.
Beyond beer, Chura is passionate about fostering community and innovation. Through the LFGO Foundation, trademarked programming like wellness summits and mental health initiatives have become integral to Go Brewing’s ethos. The company is also expanding into adaptogenic waters and other health-conscious beverages, aligning with Chura’s vision of offering a mindful drinking experience.
“My passion for Go Brewing comes naturally—I genuinely love what I do and wake up every day excited to work on it,” said Chura. “Part of keeping that excitement alive is my belief that we can’t afford to rest; we must continually innovate.”
Under Chura’s leadership, Go Brewing is set to grow exponentially. Plans for the next five years include global expansion, the construction of a West Coast manufacturing facility and a robust push into new beverage categories. Chura also serves on several nonprofit boards, supporting causes such as hunger relief, autism advocacy and community-police relations.
Chura describes his leadership style as hands-on, demonstrated by his direct involvement in brewing and even coding digital assets. “My guiding principle is simple: ‘Do it yourself first, then bring in the cavalry to scale,’” he said. “With an eye to the future, I am eager to infuse next-gen technology into the beverage sector to optimize efficiency, enhance customer loyalty and more.”