Go Brewing, a Naperville, Illinois-based non-alcoholic beer manufacturer, announced it has secured strategic financing from Rich Roll Enterprises alongside a follow-on investment from Listen Ventures as it pushes deeper into national retail distribution and steps up brand expansion efforts.
The company positioned the investment as a milestone tied to founder and CEO Joe Chura’s origin story, noting that Rich Roll previously served as the keynote speaker at Chura’s GO event, where the brand’s concept first emerged. Go Brewing said the capital and partnership support its plan to expand further in western and northwest markets, where it sees accelerating adoption among health-conscious consumers.
Go Brewing cited category and company growth metrics to frame the momentum. It said the non-alcoholic beer category grew 17% while Go Brewing more than doubled revenue for the second consecutive year, which it described as outpacing the broader industry by 6x. The company also said revenue has more than doubled year over year for a second straight year, with a current run rate exceeding $10m.
Since beginning distribution in 2024, Go Brewing said it has expanded into 32 states and more than 8,000 retail locations, including major chains such as Costco, Kroger, Whole Foods, Trader Joe’s, Total Wine, Jewel Albertsons, Wegmans, and Meijer. The company described its operating model as vertically integrated with minimal debt, spanning manufacturing, fulfillment, digital infrastructure, and proprietary software.
Go Brewing also highlighted its direct-to-consumer “Beer Club” as a core part of its strategy, describing it as a margin driver and product-testing engine that helps identify top-performing styles before scaling select offerings into retail channels. The company said it has been conservative in its marketing to date while delivering strong acquisition and retention performance.
The announcement arrives amid broader growth expectations for non-alcoholic beer. Go Brewing cited projections that the global non-alcoholic beer market could grow from $24 billion in 2025 to more than $40 billion by 2035, alongside U.S. sales growth of 17% year over year. The company said it is positioning to capture that demand through product innovation, operational efficiency, and partnerships, including multi-year contracts with HYROX, which it described as a leading global fitness competition.
Listen Ventures, a Chicago-based early-stage consumer fund, said it has backed Go Brewing since its early stages and continues to support the business as it scales. Go Brewing also pointed to Chura’s prior entrepreneurship, noting he previously bootstrapped Launch Digital Marketing and Dealer Inspire before exiting to Cars.com for $165 million, and that he built Go Brewing from the ground up before taking on outside capital.
KEY QUOTES:
“I was there at the beginning. Joe created this fitness-focused event and didn’t want to hand out alcohol afterward—so he went looking for great NA beer and realized the category needed a revolution. What he’s built since then speaks for itself.”
Rich Roll, Bestselling Author, Ultra-Endurance Athlete, Podcast Host, And Investor, Rich Roll Enterprises
“We built this from the garage with one mission: make the best NA beer on the planet. Two 2025 World Beer Cup medals and Untappd’s Lager of the Year validate we’re doing that. Now it’s time to amplify. We’ve been conservative on marketing and still became one of the fastest-growing brands in the category with best-in-class acquisition costs and retention. The opportunity ahead is massive.”
“We manufacture our own products, we’re delivering on our plan to scale national distribution, and we’re posting some of the highest rate-of-sale numbers in the category. Rich and the Listen team understand this isn’t about quick exits—it’s about owning a category that’s fundamentally reshaping American drinking culture.”
Joe Chura, Founder And Chief Executive Officer, Go Brewing
“The moment we stepped foot into their state-of-the-art brewery and taproom, we could feel how every element of the Go experience has been designed with a lens toward consumer obsession and brand devotion—built on real craft, real intention, and a foundation of authenticity that comes through in every detail.”
Jeff Cantalupo, Founder And Managing Partner, Listen Ventures
