Breckenridge Distillery Launches Mock One: Bold, Premium Non-Alcoholic Alternatives to Whiskey, Tequila, Gin & Rum - Crafted for Everyone Who Loves a Great Drink

Executive Summary

• Tilray Brands, Inc. (via its subsidiary Breckenridge Distillery) announced the launch of "Mock One," a new premium line of non-alcoholic spirits.
• The product line aims to capture the growing market for zero-proof beverages by offering complex flavor profiles inspired by traditional whiskey, gin, rum, and tequila.
• Mock One is currently available in Colorado retailers and online nationwide, with a planned expansion to retailers across the United States this fall.

Key Details

• Product Name: Mock One (a line of non-alcoholic spirits).
• Developer: Breckenridge Distillery, an award-winning craft distillery and subsidiary of Tilray Brands, Inc.
• Product Offerings: The line includes four expressions inspired by traditional spirits:
  • Mock One Whiskey: Tasting notes include oak, cinnamon, vanilla bean, and honey.
  • Mock One Gin: Tasting notes include juniper, Meyer lemon, kaffir lime, and lavender.
  • Mock One Tequila: Tasting notes include agave, vanilla bean, honey capsaicin.
  • Mock One Rum: Tasting notes include vanilla bean, brown sugar, cola nut, and oak.
• Availability:
  • Currently available in Colorado retailers and nationwide online.
  • Nationwide retail expansion scheduled for fall 2025.
• Brand Positioning: Marketed as a sophisticated alternative for "mindful drinkers" and the "sober curious," leveraging Breckenridge Distillery’s expertise in award-winning blending techniques.
• Company Context: Breckenridge Distillery is described as the "World’s Highest Distillery" and has received numerous awards, including multiple Icons of Whisky awards and Best American Blended Whiskey titles.

Notable Quotes

• “At Breckenridge Distillery, we are dedicated to innovation without sacrificing taste,” said Bryan Nolt, Founder and CEO of Breckenridge Distillery. “Mock One is our answer to the growing demand for premium, non-alcoholic drinks that truly capture the essence of the spirits people love. It’s about offering the same craftsmanship and depth of flavor that define our award-winning products that put Breckenridge Distillery on the map - just without the alcohol.”