You’ve probably seen the bright blue cans of Athletic Brewing everywhere. From the local Whole Foods to the gas station down the street, they’ve basically become the face of the "sober curious" movement. And behind that massive success is Bill Shufelt, the former hedge fund trader who realized that drinking six nights a week wasn’t exactly helping his performance at the office.
But here’s the thing. While Shufelt was busy building a $500 million empire and owning 50% of the market, a different player emerged from the suburbs of Chicago. That would be Go Brewing.
I get asked a lot if Shufelt is behind Go Brewing. He isn't. Go Brewing was actually founded by Joe Chura, another serial entrepreneur who, much like Shufelt, hit a point where he wanted the social vibe of a brewery without the foggy head the next morning.
The Confusion Between Go Brewing and Bill Shufelt
When people talk about evaluating the non-alcoholic beverages company Go Brewing on Bill Shufelt, they’re usually trying to figure out if these two are teammates or rivals. Let's be clear: they are rivals. Friendly ones, maybe, but rivals nonetheless. Shufelt is the CEO of Athletic Brewing. Chura is the guy behind Go.
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It’s easy to see why people mix them up. Both guys came from high-performance backgrounds. Both realized that the NA (non-alcoholic) beer options in 2017 were, frankly, terrible. Remember O'Doul's? Exactly.
Joe Chura opened Go Brewing in Naperville, Illinois, in 2022. He didn't just want to make a drink; he wanted a "third space"—a taproom where people could hang out, see live music, and not feel like they were sitting at the kids' table.
How Go Brewing Actually Compares to the "Shufelt Standard"
If Athletic Brewing is the Ford of the NA world—reliable, everywhere, and consistent—then Go Brewing is more like a boutique custom shop. Honestly, the flavor profiles are just different.
Athletic uses a proprietary process where they basically stop the alcohol from ever forming. It’s brilliant for scale. It’s why Bill Shufelt can pump out millions of cans of Run Wild IPA.
Go Brewing also uses a proprietary method, but they lean much harder into "true-to-style" craft flavors. They aren't afraid to get weird. While Shufelt focuses on the core classics that everyone likes, Chura’s team is out here winning gold medals for things like their Suspended in a Sunbeam Pilsner and The Story Double IPA.
- Calories: Go Brewing is often lower. We’re talking 30 calories for a wheat beer.
- Variety: Go does sours, nitro stouts, and even "chelada" styles.
- Vibe: Go feels more like a local "indie" brewery, whereas Athletic feels like a global fitness brand.
Evaluating the Non-Alcoholic Beverages Company Go Brewing on Bill Shufelt: The Business Strategy
When you look at the business models, Shufelt's Athletic Brewing is a distribution beast. They’ve raised hundreds of millions from investors like Keurig Dr Pepper. They are built for total market dominance.
Go Brewing is taking a more community-focused approach. They have a massive taproom in Illinois that doubles as an event space. They focus heavily on their "Go Membership" program, which is basically a subscription service for people who want exclusive, small-batch releases.
I’ve spent time looking at their numbers. Athletic is in over 75,000 locations. Go is in about 8,000. It’s a David vs. Goliath situation, but David has some really tasty IPAs.
The "Better Next-Day Living" Philosophy
Both companies sell more than just liquid. They sell "performance."
Shufelt’s whole pitch is that you can be an "athlete" (even if you just mean a weekend warrior) and still enjoy a beer. Chura’s motto for Go is "Better Tomorrow." It’s the same vibe. They both recognize that the modern consumer cares more about how they feel at 7:00 AM than how they feel at 11:00 PM.
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What Most People Get Wrong About the NA Market
A lot of people think the NA beer market is only for people in recovery. That’s a huge misconception.
Actually, over 80% of Athletic Brewing customers still drink alcohol. They just use NA beer as a "pacer" or a way to stay social on a Tuesday. Go Brewing sees the same trend. People aren't necessarily quitting; they're just moderating.
When you're evaluating the non-alcoholic beverages company Go Brewing on Bill Shufelt, you have to realize that Shufelt didn't just create a brand; he validated an entire category. Without the path Shufelt blazed, Go Brewing probably wouldn't have been able to secure the shelf space they have today in places like Whole Foods or Kroger.
Real Flavor Differences (The Taste Test)
I’ve had both. Multiple times.
Athletic’s Free Wave Hazy IPA is a gold standard. It’s thick, it’s juicy, and it’s reliable. But if you want something that tastes like a crisp, snappier European pilsner, Go Brewing’s Suspended in a Sunbeam actually beats it in my book.
Go Brewing also has a line of "Freedom" beers that are crafted without gluten from the start—using millet and buckwheat—instead of just being "gluten-reduced." That’s a big win for the Celiac crowd.
Is Go Brewing a Good Investment Compared to Athletic?
Well, unless you're a VC firm, you probably can't invest in either right now. But from a consumer "investment" standpoint—meaning where you spend your money—it depends on what you value.
If you want a beer you can find at any airport bar or stadium in the country, Athletic is your brand. Bill Shufelt has won the distribution war.
If you want to support a brand that feels a bit more "handmade" and focuses on hyper-low calorie counts (some under 30 calories) and wilder styles like a smoked sour wheat, Go Brewing is the winner.
Actionable Steps for the Curious Drinker
If you're looking to dive into the world of Go Brewing or see how it stacks up against the Shufelt empire, here’s how to do it:
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- Try the "Disarm" Hazy IPA: If you’re coming from a craft beer background, this is Go’s best answer to Athletic’s Free Wave.
- Check the Labels: Look at the calorie-to-flavor ratio. If you're counting macros, Go Brewing usually wins by 10-20 calories per can.
- Visit the Naperville Taproom: If you’re ever in the Chicago area, go to the actual Go Brewing facility. It changes your perspective when you see it’s a real brewery, not just a co-packing facility.
- Order a Variety Pack: Don't just stick to the IPAs. Go’s Street Cred After Hours Porter is surprisingly good for an NA dark beer—something Athletic occasionally struggles with in their year-round lineup.
The non-alcoholic space is big enough for both. Bill Shufelt might be the "OG" who changed the world, but Joe Chura and Go Brewing are proving that there’s plenty of room for innovation, even in a market that's 0.5% ABV or less.