How a love of beer and running became an alcohol-free business – by Tom Coles

“I could see a gap in the market for an online experience that was more than just a shop. So I founded Good Stuff Drinks.”

I’ve loved beer ever since my student days, working in a pub with its own micro-brewery. Trying new beers and discovering exciting flavours in a simple pint glass has been a genuine passion of mine for years.

At the same time, I’ve struggled with my weight my entire adult life. When I got into running and triathlon about 10 years ago, my weight became the thing holding me back the most. Cutting out beer was always the fastest way to drop a few pounds before a race, so it became my go-to trick — but it also meant I enjoyed nights out and evenings in far less. Back then, the only alcohol-free options I could find were diet coke, sugary soft drinks or water.

Inevitably, once the big race was done, I’d relax, start drinking again, and the cycle of weight gain, weight loss and mood swings would kick off all over. It took away a lot of the satisfaction from my sporting achievements.

Discovering alcohol-free beer

In 2018, I decided I’d had enough of the yo-yo cycle and started looking properly at what alcohol-free beers were out there. I was genuinely surprised by the choice. Gone were the days of one or two flat, watery options. Suddenly there was a growing range of alcohol-free drinks packed with complex flavours that gave me real joy and excitement — without the hangover and the extra calories.

I began ordering online and testing different brands. But the buying experience often felt clunky and confusing. I was frustrated by how hard it was to find truly alcohol-free options and more than once got caught out by drinks that still contained 2–3% alcohol.

That’s when I realised there was a gap: not just for another shop, but for a curated, trustworthy alcohol-free experience aimed at health-conscious drinkers like me.

So I founded Good Stuff Drinks with a simple mission:to help other people find and enjoy great-tasting alcohol-free and low-alcohol beers and wines, without the confusion or compromise.

Making it work in real life

From day one, the biggest challenge was time. I have a young family and a full-time job, so evenings and weekends are already under pressure. Quitting my day job wasn’t an option.

I went back to an old trick I’d used training for my first marathon in 2009:use the mornings.

I’m naturally a morning person, so I started getting up at 4am to carve out 2 extra hours a day. It sounds extreme, but it works for me. I get six solid hours of sleep, wake up refreshed, and have a quiet house to focus — which is a rare luxury with kids around.

Although I’m the driving force behind GoodStuffDrinks.com, it’s not just me. What you see on the site is the result of countless conversations, ideas and suggestions from family and friends who’ve supported me from the very beginning.

More than just an online shop

Selling drinks online is only one piece of what I want Good Stuff Drinks to be.

For me, it’s about:

• Telling the stories behind the brands making these new alcohol-free drinks

• Celebrating the energy and creativity of founders who are pushing the category forward

• Building trust by clearly labelling and curating drinks under 0.5% ABV

I’ve already started sharing stories from producers like Freestar and Drop Bear Beer Co., and I plan to feature many more.

I also want to share the human side of going alcohol-free — my own experiences and those of others who’ve inspired me. For example, I’ve put together my top tips for “Go Sober for October” based entirely on what’s worked for me when taking a break from alcohol.

Looking ahead

As Good Stuff Drinks grows, so will the range:

• More alcohol-free beers, wines and ciders

• New categories like alcohol-free spirits and kombucha

• Constant testing and refining based on customer feedback

• A firm commitment that everything we stock stays at 0.5% ABV or below

Over the last few months, I’ve seen an explosion of flavour-packed alcohol-free drinks coming from passionate, specialist companies — and I feel lucky to work alongside them.

Combined with the growing social acceptance of not drinking, and more people choosing to reduce or remove alcohol from their lives, it’s a genuinely exciting time to be involved in the alcohol-free world.

I’m looking forward to helping even more people discover how good life — and a great drink — can be without the alcohol.