Joe Chura bets on Go Brewing’s no- and low-alcohol beers to tap new market in Naperville and beyond – Chicago Tribune


Just like he did for the auto sales industry, the founder of Naperville’s newest brewery, Joe Chura, plans to disrupt the craft beer market by introducing non-alcoholic and low-potency alternatives. in alcohol with the opening of the Go Brewing tap this month.

The new faucet room in Suite 155 at 1665 Quincy Ave. will be Illinois’ first dedicated solely to low- and non-alcoholic beers.

The 44-year-old Naperville entrepreneur knows how to reinvent the wheel, helping bring dealership auto sales into the digital age.

Starting at age 20 in Ford’s assembly shop, Chura worked his way up the corporate ladder, landing jobs on Ford’s regional sales team and as general manager of two dealerships, where he increased sales through the use of the Internet.

His experience led him to found two tech startups in Naperville, automotive digital platform Dealer Inspire and multi-industry Launch Digital Marketing, both of which were acquired by in 2018 as part of a partnership agreement. worth $165 million. He is Director of Innovation at

His latest venture – Go Brewing – targets the growing demand for quality beers without the added calories and repercussions of over-drinking.

“It allows someone to be in a social setting, enjoy a good beer, and not have any side effects for the next day,” Chura said. “It’s almost impossible to get drunk on soft drinks. You don’t really get the hangover effect, so you’re more productive.

For the public launch of Go Brewing on October 15, Chura will unveil five craft beers with an alcohol volume of 0.5% or less and four with an ABV of 2.49% or less.

The company’s likely flagships, he said, will be the 60-calorie Suspended in a Sunbeam Pilsener — named for cosmologist Carl Sagan — and the 50-calorie Burn it Down India lager.

Chura’s favorite IPA, like many of his beers, was inspired by conversations he had with people on his “Not Almost There” podcast, which he produces from an audiovisual studio that he added inside the brewery.

Burn it Down came from a quote in an interview with “Sheer Genius” reality TV star Ben Mollin, who Chura says has been through a series of ups and downs in his life and has recently found solace and lost 70 pounds from ultra running.

Burn it Down is an Indian pale ale from Go Brewing in Naperville, a non-alcoholic favorite of brewery owner Joe Chura.

“His message in life – just burn it and start again – so burn the bridge and start again. There is no turning back,” Chura said.

He likes Burn it Down for the hops and citrus flavor of the IPA, he said. “But it’s literally about one-eighth to one-tenth the calories of a regular IPA that we drink on a normal day,” he said.

Opening weekend activities from October 15-16 will combine the typical fare – food trucks and musical entertainment – with a few surprises.

The most unusual event of the weekend will be a workshop from 10 a.m. to noon on October 16 on breathing techniques to reduce stress on the body and mind with the possibility of diving into an ice bath for the participants show what they have learned.

The session will be taught by a certified instructor in the breathing techniques of Wim Hof, a Dutch motivational speaker known as the Iceman due to his ability to withstand low temperatures.

Chura said plunge tubs are the type of activities Go Brewing plans to hold to promote health and wellness as an alternative to what exists in social settings.

Suspended in a Sunbeam is a Pilsener from Go Brewing in Naperville, named in honor of cosmologist Carl Sagan.

It’s also a chance to meet like-minded people who want to try different things and “show people that you can have a good time without alcohol,” he said.

“We really think it’s going to catch on, and the movement is clear that non-alcoholic beer is becoming more and more popular,” Chura said.

When making the beer, its staff eschewed the popular method of brewing a full-strength beer and processing the alcohol.

“The by-product is this fermented drink like a fizzy drink, and we decided not to go that route,” he said. “We wanted to honor the traditional style of beer making, but do it in a way that uses ingredients and techniques that don’t create a lot of alcohol, so you end up with great flavor without, again, the kind of side effects of alcohol.”

The market is ripe for a good non-alcoholic option, he said.

“I can’t even name a place in Illinois that has non-alcoholic beers on tap to be honest with you,” Chura said.

For example, he attended the LIV Golf Invitational-Chicago tournament in Sugar Grove last month, and “there wasn’t a single non-alcoholic option on the menu,” he said.

Street Cred is a stout produced by Go Brewing in Naperville, which opens to the public on October 15.

Chura wants to change that and sees its beers as popular with two types of consumers.

One is for those who choose not to drink alcohol but want the opportunity to be part of something akin to drinking without the negative side effects.

“I think you’re going to see that change. You’re going to see people who maybe don’t really drink alcohol anymore, and maybe it’s replacing a lot of their daily habits,” Chura said.

Then there is another group that talks about moderation.

With some craft beers reaching an ABV of 9% to 10%, he said, “those calories correlate very closely to the alcohol content of those beers.”

Go Brewing could be the right alternative.

“You might find it’s such a good substitute, and you’ll have the long-term benefits of not having so much alcohol in your life.”

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