Launching a consumer brand is never easy — but launching a brewery without alcohol? That’s a whole new challenge.

In this episode of Shopify Happy Hour, I sit down with Joe Chura, founder of Go Brewing, the non-alcoholic beer brand redefining how we think about social drinking. Joe shares his journey from idea to launch, the countless recipe iterations, and the marketing moves that helped Go Brewing quickly find its place in a competitive industry.

You’ll hear how Joe:

• Turned a personal vision into one of the fastest-growing non-alcoholic breweries in the U.S.
• Perfected the brewing process through relentless testing and innovation.
• Built an online-first business with Shopify at the core of its growth strategy.
• Leveraged subscriptions to create community and recurring revenue.
• Collected and used customer feedback to guide new products and campaigns.
• Balanced storytelling, social media, and PR to build credibility and excitement.

We also dig into the bigger picture:

• Why health-conscious consumers are fueling the non-alcoholic movement.
• How “hybrid drinking” is changing beverage culture.
• Where Joe sees opportunities in THC-infused beverages and beyond.

If you’ve ever wondered what it takes to build a modern CPG brand — from brewing to branding to building community — this conversation will inspire and challenge you.

🍺 Whether you’re sober curious, an entrepreneur, or just fascinated by where consumer trends are heading, Joe’s story is proof that you don’t need alcohol to build a buzz-worthy brand.

Brands mentioned:

• Go Brewing
• Easy Man
• Rich Roll
• 75 Hard
• Heineken
• Athletic Brewing
• Building a Story Brand by Donald Miller
• Just for Men
• Simpler Hair Color
• Naperville Running Company
• Jolie

Chapters

00:00
Introduction to Go Brewing and Non-Alcoholic Beers

07:33
The Journey to Starting Go Brewing

15:33
Brewing Process and Challenges

19:59
Launching and Marketing Go Brewing

28:24
Subscription Model and Customer Engagement

37:52
Future Trends in Non-Alcoholic Beverages