Per data firm NIQ, spirit sales volume saw a 2.3 percent year-over-year decrease in 2024 (excluding ready-to-drink beverages). Meanwhile, the non-alcoholic category saw a sizable 27.2 percent sales increase across the same period. Gen Z is leading the sober curious trend; however, all age demographics are moderating consumption. According to a recent survey from NCSolutions, 49 percent of Americans aim to cut back on booze this year.
Unruh-Brossman notes that despite consumers’ lesser interest in imbibing, most N/A spirit brands are coming from new industry players rather than established distilleries. She explains, “What has set us apart from others is that we are really driven and inspired by our own spirits” — which have won big at the World Whiskies Awards and earned many other prestigious accolades.
Mock One is available at Breckenridge Distillery locations, online and at select retailers.
Breckenridge Tourism Office
Warm flavors of oak, cinnamon, vanilla and honey are evident in Mock One’s non-alcoholic whiskey, which was modeled after Breckenridge Distillery’s flagship bourbon whiskey blend. The brand’s award-winning gin informed Mock One’s version, which features floral-citrus notes of Meyer lemon, kaffir lime and lavender, plus the aforementioned juniper concentrate for a spicy undertone.
Mock One also produces a non-alcoholic rum with vanilla bean, cola nut, oak and brown sugar flavors, as well as a zero-proof tequila. Stafsholt comments that using agave syrup “achieved true authentic flavor and natural viscosity, while using a concentrated cooked agave helped to create a true nose of tequila.” A touch of capsaicin helps to replicate traditional tequila’s heat.
“We're experts in alcohol,” says Unruh-Brossman, admitting that the R&D process of flavoring water to taste like a spirit was tough but triumphant. “I think we nailed it with the flavor profiles and really thinking about what people want and are looking for.”
In the future, Mock One plans to expand its line to include canned mocktails. But even now, shaking up your own is easy, as the company’s award-winning liquid chef Billie Keithley has developed more than a dozen simple mocktail recipes. See the brand’s website for the full selection and get inspired by these four summery, spirit-free concoctions:
Mock One Margarita
Ingredients
2 ounces Mock One Non-Alcoholic Tequila
¾ ounce lime juice
½ ounce Cointreau
½ ounce agave syrup
Shake all the ingredients with ice, then strain the mix over a salt or Tajin-rimmed glass filled with ice. Garnish your mocktail with a lime wheel, dehydrated Thai chilis and chili threads. Salud!
Mock One Brown Derby
Ingredients
2 ½ ounces Mock One Non-Alcoholic Whiskey
1 ounce pink grapefruit juice
¾ ounce honey simple syrup
First, craft the honey simple syrup by adding 1 cup of water, 4 ounces of honey and 4 ounces of sugar to a saucepan over medium heat. Stir until the sugar dissolves. Once cool, shake the sweetener and remaining ingredients with ice, then strain and serve with a grapefruit twist.
Mock One Gin & Tonic
Ingredients
2 ounces Mock One Non-Alcoholic Gin
Tonic water
The easiest mocktail you could ask for! Simply build the ingredients over ice, then stir to incorporate. Garnish your drink with a quarter lime and enjoy.
Mock One Mai Tai
Ingredients
2 ounces Mock One Non-Alcoholic Rum
1 ounce lime juice
½ ounce orgeat
¼ ounce orange liqueur
To craft this tropical classic, shake all of the ingredients with ice, then strain over ice and garnish with a mint bouquet. Keithley recommends trying this one smoked for an added depth of flavor.
Mock One is currently served at Breckenridge Distillery’s restaurant at 1925 Airport Road and tasting room at 137 South Main Street, Breckenridge. Priced at $29.99, its non-alcoholic spirits are also available for online; learn more at drinkmockone.com.
