The Future of Non-Alcoholic Beer With Go Brewing’s Joe Chura

On this episode of Sisters in Sobriety, Sonia and Kathleen explore the intersection of hustle culture, entrepreneurship, and sobriety with Joe Chura, Founder and President of Go Brewing. Joe’s story is about reinvention, starting from his early days working on an automobile assembly line, to co-founding and selling two successful tech companies, and finally launching a non-alcoholic brewery. He shares how his journey led him to reevaluate his relationship with alcohol, prioritize his health, and create a brand that’s redefining social drinking.

What happens when high achievers find themselves burnt out and needing to reset? Joe dives into his personal and professional evolution, including the moment he realized his drinking habits were holding him back, and how he transformed his health and mindset. He also shares insights into the growing market for non-alcoholic beer and the cultural shift around social drinking.

Listeners will take away valuable lessons about navigating success while maintaining personal well-being, practical strategies for reassessing alcohol consumption, and how small shifts in behavior can lead to life-changing transformations. Joe also shares the challenges and triumphs of building Go Brewing, the importance of community in the alcohol-free movement, and his perspective on mindful drinking versus total abstinence.

This is Sisters in Sobriety, the support community that helps women change their relationship with alcohol. Check out our Substack for extra tips, tricks, and resources.

Time-Stamped Highlights

[00:01:01] Joe’s journey from the Ford assembly line to selling two companies for $165 million.

[00:01:50] How Joe’s struggles with health and drinking led to the creation of Go Brewing.

[00:02:08] The connection between hustle culture, entrepreneurship, and sobriety.

[00:04:00] The mental and physical toll of overwork and how Joe overcame burnout.

[00:06:00] Why passion doesn’t always mean sustainability—finding balance in work.

[00:07:52] How a 75-day challenge changed Joe’s relationship with alcohol.

[00:09:12] The unexpected mental clarity and reduced anxiety that came with sobriety.

[00:12:03] The proximity effect: Why alcohol cravings intensify after drinking.

[00:14:12] The role of non-alcoholic beer in curbing cravings and sustaining sobriety.

[00:15:57] How Joe navigated social events while cutting back on drinking.

[00:17:54] Thanksgiving epiphany: Realizing he didn’t need alcohol to celebrate.

[00:19:20] The growing cultural shift towards non-alcoholic social beverages.

[00:23:28] Remember tomorrow: Joe’s method for making mindful drinking decisions.

[00:25:00] The spectrum of drinking habits and how to determine your relationship with alcohol.

[00:27:17] The lightbulb moment that led to the creation of Go Brewing.

[00:32:00] The surprising reaction from the sober community when Go Brewing launched.

[00:37:33] The future of non-alcoholic beer: Functional beverages and beyond.

[00:40:33] Overcoming skepticism and backlash in the brewing industry.

[00:43:00] The shocking moment when a band insulted the non-alcoholic community at Go Brewing.

[00:50:49] Why Go Brewing has become a safe and inclusive space for all drinkers.

[00:54:00] The challenges of running a brewery and why Joe insists on making everything in-house.

Links

• Gobrewing
• Joe's insta - https://www.instagram.com/joechura/
• Go Brewing's Insta - https://www.instagram.com/gobrewing/