HOLYOKE –  A new business in Holyoke is hoping to break the stigma and accessibility surrounding non-alcoholic beers.

Ezra Bleau, owner and founder of NA Brews, said he started the business in August “inside the third bedroom of my apartment.” He said, “Our first real day was probably Aug. 1, I filed the paperwork for my business license.”

He said the non-alcoholic craft brewing business was born out of a hobby of his and his desire to still participate in the socialization that often comes with drinking. “I stopped drinking a while back, I have always loved craft breweries. When I stopped drinking I was missing out on the socialization, the recreation. And I’ve always liked the craft brewery industry,” he said. “It was kind of a hobby. Then it became, I have to leave teaching because I need to put 100 percent of my focus in it.”

Bleau said from there he began doing more research into the non-alcoholic craft brews. “I started looking at them, it piqued my interest. I thought ‘there’s something here,’ I did my research, I started realizing that a lot of the issues with craft beer is the logistics,” he said.

Some of those logistics included shipping, both in delivery and in expense. “You pay for shipping for a six pack, you get it to your house and you don’t like it,” he said. His website (https://www.na-brews.com) and business was aiming to change that. He said the idea was to have an “e-commerce website to shop from non-alcoholic beers,” and to get the same “taste and experience like you would have at a bar,” by experiencing a sample and/or variety of non-alcoholic beverages, “like a flight.”

He said after he stopped drinking, he noted there was “not a great supply of non-alcoholic beers out there.” So, he decided to create some of his own in addition to investing in machinery to help local craft breweries also create their own non-alcoholic beverages. “We’re investing in some machinery that would help local breweries brew non-alcoholic beers and then help them sell them. We help them create their non-alcoholic brand and ship,” he said.

Bleau explained that in recent years, non-alcoholic beverages have become a “bigger trend,” especially in younger generations. He said, “A lot of the group realized what their relationships with alcohol is and are reconsidering what their relationship is.” The point of a non-alcoholic beverage, he said, was to have a “beverage for other occasions for all individuals.”

That option Bleau called the “third beverage,” for those who “may not want to drink soda, ice tea” or water when not drinking alcohol for whatever reason they may have. Additionally, he said he wanted to create a non-alcoholic beverage that pairs well “during a nice dinner you’re having.” He said, “As a culinary arts instructor, I wanted something that would pair well with meals.”

In addition to providing people beverage options, he said promoting non-alcoholic beverages also helps end the stigma that only those recovering from addiction can enjoy such drinks. He said while “the sobriety movement was a big part of the beer industry,” non-alcoholic beverages were also about providing options for those who may be “training for a marathon, maybe you just want to be healthy.”

“It’s good for you in general, great for that third drink, the third setting that’s not coffee, not water, not tea,” he said. “It’s giving people the opportunity to have this socialization without feeling stigmatized because ‘I can’t drink because I have a problem,’ or people with medical issues.”

At this time Bleau said they were “working on getting our investment round done,” and have talked to some local breweries that may be interested in renting their machinery to brew their own non-alcoholic beverages. “We’re working on getting our machinery up and running,” he said.

The goal, he said, was to get the machinery up and running in their Holyoke warehouse by March. Additionally, he said they were “in the talks with some investment individuals [and] launching our Kickstarter on Feb. 1 to put a downpayment on equipment.” This machinery is what will allow them to work with local breweries.

“The machines are pricey, a lot of breweries would never purchase it. We can work with breweries,” he said.

The goal remained the same though.

“It’s all about the positive impact, if it means that they’re choosing that instead of something else and can have a better quality of life, better family life, maybe a better morning the next day,” he said.

The company’s Kickstarter, which will be launching Feb. 1 can be found online at https://www.kickstarter.com/projects/nabrews/na-brews-the-non-alcoholic-beer-revolution.