It was a challenge

That changed the trajectory of my life

I was under a cloud
of alcohol

And didn't even realize it...

Hi, I'm Joe, the founder of Go Brewing, and yep, that's me above.

In the picture on the left, I was 35 years old, weighing 240 lbs, and would get winded just by watching people run. I was drinking 4-5 times a week, believing it was always 5 o'clock somewhere.

In the picture on the right, I'm 45 years old (present-day), weigh 193 lbs, and have just finished a fitness race, which still blows my mind. Though I'm not entirely sober, I now drink only a tiny fraction of what I once did.

Over the last decade, I've discovered two things regarding drinking:

  1. Many of us are habitually wired to crave alcohol.
  2. I was living under the cloud of booze for decades without realizing how good I could feel without it.

For me, it all started with a challenge similar to Dry January, right in the middle of COVID. Despite feeling gross and bloated, the pandemic created yet another excuse for my wife and me to drink and eat like crap. We would overindulge in carry-out and alcohol while we would bullshit ourselves by saying, "The diet starts Monday."

Monday and Tuesday would come, and we would do well. But by Wednesday, we'd give up, using excuses like:

"This is dumb."
"Life's too short."
"Let's start on the 1st."

But one day, we decided enough was enough and embarked on a challenge similar to Dry January to stop drinking.

We went cold turkey, timing the challenge to end right before Thanksgiving – after all, we needed to have wine on Thanksgiving. 😉

I had little hope that we would stick to it.

The first few days of the challenge were hard, and the cravings for alcohol were even worse.

It's true – when you tell yourself you can't have something, you tend to want it more.

My friends seemed to be going out even more and having a great time, which made it even harder. But on the first Friday of the challenge, when the craving hit, I cracked open a non-alcoholic beer for the first time, and to my surprise, the "after-work" 5 o'clock I deserve a beer craving just disappeared 🫰

I made it through the night with ease, and the same thing happened over the weekend and the following week. Whenever I had a craving, I grabbed an NA beer, and the craving vanished.

The challenge, which seemed ridiculously difficult, became something I could actually see ourselves finishing. Something different was happening, and we were building good habit momentum.

And after a few weeks, I started to feel great. Like amazing great. I describe it as feeling kinda superhuman:

  • I was mentally clear for the first time in a long time.
  • Weight started to melt off (I also started eating better).
  • My anxiety decreased.
  • Those bags under my eyes? They disappeared.

And since that day, I haven't looked back. I realized I had been living under a cloud of alcohol and didn't even know it.

It was just normal.

Until I saw how life could be when I was in control.

And it changed everything for me.

So, whether you want to mix things up by going dry (or dry-ish) for January, I'd love for you to join our challenge.

I know you can and will experience some of the same things I did, and I would hate for you not to get the taste of what it feels like not under the cloud of alcohol.

Plus, I will be sharing tips and tactics to help you through. Trust me, some of these will be game changers for you and might even take you places in 2024 that you hadn't considered (literally).

This challenge could be the catalyst to launch you into a new, modified you for '24, or simply a way to start the year a little healthier.

Either way, it will be a great way to start the year.

I can't wait to share more, as there's so much to tell.

Just sign up below and join me! This is a no lose.


Italian Trulli
Founder, Go Brewing

Join the challenge Save 10%!

Let's do this. Sign up to join for FREE + SAVE moola on any purchase from now until Jan 31st!

Join the Challenge

We are here with you

Step 1

Join to get weekly motivation, a discount on the thrival kit (with new brews), a PDF download, and more!

Step 2

Check your email in the coming days for a PDF download with more no BS tips to help you through the month.

Step 3

Share this with your friends and family. Everything is more fun when you do it with community.

Need help curbing your craving?

Dry Jan Thrival Kit Now Available


24 beers, curated for you

For the first time, we are offering a hand-curated mixed case of my favorite brews. This comes with free 2-Day Shipping as well.

January Trival Kit with assorted Go Brewing brews

want to go all in?

See below how you can double down

join our beer club

Get new beers first, free shipping, savings and access to our vault 🍻


F&@! the status quo. Shop our gear to represent ⛭

Stay Social

Follow us on social as let's face it we love vanity metrics 🤷‍♂️

Prefer email to sign up?

Sweet. Let's do this!
Sign up for our challenge and still save 10%: