Go Brewing Is Recruiting "Non-Influencers," People Who Hardly Ever Post, to Launch Cold Standard

Instead of paying influencers, the fastest-growing brewery in the U.S. is looking for people who like beer, hardly ever post, and will hand a 45-calorie non-alcoholic lite beer to a neighbor.

NAPERVILLE, Ill. — Oct. 19, 2026 — Go Brewing, the fastest-growing brewery in the United States*, today launched Cold Standard, a 45-calorie non-alcoholic American lite beer made for the rest of us: the people cheering from the sidelines, manning the grill and keeping the cooler stocked. To launch it, Go Brewing is skipping influencers and recruiting "Non-O-Influencers": people who like beer but hardly ever post about it, and who will share it with a friend or neighbor in real life.

Calling All Non-O-Influencers

The biggest beer brands spend billions on marketing. Go Brewing is betting on regular people. The Non-O-Influencer program has no follower count, no content calendar and no hashtag. Applicants answer three questions:

• How much do you like beer, on a scale of 1 to 10?

• How often do you post on social media? ("Hardly ever" is the right answer.)

• Tell us a little about yourself.

If they're picked, Go Brewing sends them Cold Standard. All it asks in return is that they share it with a friend or a neighbor, in person, like the good old days. Apply to be a Non-O-Influencer at gobrewing.com.

A Beer for the Rest of Us

Most people aren't the guy doing the most. That's the idea behind "This Guy", the 15-second launch spot starring Dan Churchill, performance chef, ultra-endurance athlete and Go Brewing's partner and Head of Strategy. Churchill climbs a Ferris wheel and races a cement truck. Lindy, the everyman, holds a Cold Standard, eats funnel cake and gives him the "I'm all set" nod. Most people see themselves as Lindy, and Cold Standard is his beer. The campaign runs across CTV (Hulu and 100+ streaming channels), paid social and Amazon.

"Craft, domestic, non-alcoholic, light — there are so many labels. What about just a beer? A good one," said Joe Chura, Founder & CEO of Go Brewing. "Cold Standard is for the rest of us. It took us years. Fourteen million cans and thousands of iterations later, this is the beer we were building toward the whole time. Every 12-ounce can is everything we've learned, because this is all we do. It's simple, it's so good, and it's honestly one of our favorites. That's how we know we're onto something."

The Beer

Cold Standard looks, pours and tastes like the beer already in millions of coolers: crisp, clean and easy, with 45 calories a can. It's brewed in Chicagoland with noble hops and formulated from the start to stay under 0.5% ABV. Nothing is removed and nothing is diluted. The Launch Party: The More You Add, the Cheaper It Gets To celebrate the launch, every 6-pack of Cold Standard added to an order costs $1 less than the one before it. The first 6-pack is $14.99, and by the 15th it's $0.99. Orders of four or more 6-packs ship free, and orders ship the next business day. The offer applies to one-time online orders of Cold Standard at, up to 15 6-packs per order, while supplies last.

Where to Find It

Cold Standard comes in 12-ounce cans in 6-packs and is available now online at GoBrewing.com. It goes to market in stores with Wegmans in January 2027, with more retailers to follow. Go Brewing is already on the shelves of Kroger, Whole Foods, Binny's Beverage Depot, H-E-B, Meijer, Schnucks, BevMo, Pick ‘n Save, Wegmans, Jewel-Osco, Giant Eagle, Total Wine & More, Mariano's, Food City, Heinens, Dierbergs, Broulims, King Soopers, and Ralphs.

About Go Brewing

Go Brewing is a Chicago-based non-alcoholic brewery founded by Joe Chura, a technology entrepreneur and former automotive executive who applied his experience scaling companies to build one of the fastest-growing breweries in the United States. Go Brewing makes full-flavor N.A. beer designed for flavor and ritual, brewed so you always Remember Tomorrow. Its strategic partners include Dan Churchill, ultra-endurance athlete and bestselling author Rich Roll, and Olympian, filmmaker and actor Alexi Pappas. Chura calls this group The Team, a hand-picked roster of operators, athletes and creators building the best beer on the planet, together. LFGO. Visit gobrewing.com for more.

*Ranked #1 fastest-growing brewery in America (15,000+ BBL) by the Brewers Association, 2025.