Mock & Co. brings Wisconsin flavor to the zero-proof market

A growing number of adults are rethinking their relationship with alcohol, but in a state where social activities often center around consuming alcohol, opting out can feel like missing out. Madison-based beverage startup Mock & Co. is working to change that with its complex, ready-to-drink nonalcoholic cocktails rooted in familiar Wisconsin flavors.

Founded in 2024 by Firoz Khimani, the company produces a variety of Old-Fashioned mocktails; Sour, Sweet, or Sugar-free, designed to replicate the depth and experience of the classic supper club cocktails without the alcohol. His wife, Cailin O’Connor, joined the business early on and now serves as a partner.

The idea grew out of Khimani’s own experience.

“I just wanted to have a good alternative when I didn’t want to drink,” he said.

During a 100-day break from alcohol, Khimani and O’Connor began experimenting at home, trying to recreate the layered flavor profiles of Old Fashioneds, something they felt were missing from existing nonalcoholic options.

“We did try out a lot of mocktails and a lot of N.A. beers when we were going out and it was not great,” Khimani said. “The flavors were very one-dimensional. There wasn’t the complexity that you find in a good cocktail.”

Khimani tried more than 100 iterations of his mocktail before discovering the perfect recipe for his Old Fashioned.

He and his product testers loved the beverage’s flavor, but initially not everyone was eager to try the nonalcoholic version of Wisconsin’s signature drink. Over time, Khimani has seen that response shift. Today, Mock & Co. has enough fans to support its three flavors, along with a seasonal spiced cranberry flavor. The company is also preparing to launch a new product, a nonalcoholic “Wisco Mule” featuring cranberry, ginger and lime, which is expected to be released sometime in the second quarter.

Production reflects a multi-step, in-state process. The company’s concentrate is produced by NewCo Packing in Suamico, then shipped to Willcraft in the Milwaukee area, where it is carbonated and canned. That local approach extends to ingredients. Mock & Co. uses bitters from Milwaukee-based Bittercube and incorporates its own mixtures to build flavor complexity. The focus on Wisconsin identity is intentional, from formulation to packaging.

That strategy appears to be resonating.

Mock & Co. products are now available in about 60 retail locations across Wisconsin, with distribution through Frank Beverage Group and Badger Liquor. The company also sells directly to consumers online, shipping nationwide.

With the sales channels open, the company is focused on increasing its visibility. Khimani will appear on the season 10 finale of Project Pitch It, airing this weekend across the state in a bid to win over the judges and new consumers.

Gaining traction in the notoriously hard-drinking Badger State gives the company a unique advantage.

“NA drinks… sell better in areas that have a heavy drinking culture,” O’Connor said. “You don’t want to be the only person at the event who’s not holding a drink in your hand.”

For Mock & Co., that dynamic creates an opening: offering a product that allows consumers to participate in familiar flavors and rituals without alcohol, rather than opting out entirely.

Looking ahead, the company sees expanded retail presence as a key milestone, particularly placement in larger grocery chains. Until then, Mock & Co. continues to build its footprint one retailer at a time, betting that a distinctly Wisconsin take on nonalcoholic beverages will find a place in the changing market.