MKE Startup News Feature
Mock & Co. was recently featured in MKE Startup News for bringing a distinctly Wisconsin twist to the growing non-alcoholic beverage movement. The article highlights how founders Firoz Khimani and Cailin O’Connor created ready-to-drink zero-proof Old Fashioneds inspired by classic supper club culture, along with the brand’s growing retail presence, local production partnerships, and the recent launch of the Wisco Mule.
NA Beverages are Everywhere: Why?
Mock & Co. explains the rise of non-alcoholic beverages, breaks down common NA drink categories, and shares how its Wisconsin-inspired mocktails fit into the growing alcohol-free movement. Learn the difference between zero-proof, non-alcoholic, functional, and THC/CBD drinks while discovering why more people are choosing flavorful alternatives to alcohol.
Why We Make a Non-Alcoholic Wisconsin Old Fashioned Mocktail
Mock & Co. shares the story behind its first non-alcoholic cocktail inspired by the classic Wisconsin Old Fashioned. From home recipe experiments to a premium mocktail lineup, this post explains why cherry, orange, and bitters became the foundation of their signature drink.
Mock & Co. On Project Pitch It!
Mock & Co. was invited to be a part of the 10th season of Project Pitch It - a television program that showcases and celebrates small businesses in Wisconsin. It’s like a very friendly, Wisconsin-focused version of Shark Tank! Five Wisconsin business leaders hear from three entrepreneurs on each episode, discuss the small businesses, and give away some prizes. We were grateful to be invited to audition and even more thrilled to actually be on the show!
Insider-Editor Picks Feature
In this Editor’s Pick, Emma Waldinger describes Mock & Co.'s sweet Wisconsin Old Fashioned as a fresh way to enjoy a Wisconsin favorite without the alcohol. “Make It a Mock” celebrates a drink that keeps the spirit of Wisconsin alive, just without the spirits.
Food Finance Institute - Success Story: Mock & Co.
In this video feature, Firoz Khimani, founder of Mock & Co., shares his journey of bringing alcohol-free innovation to Madison, Wisconsin. He discusses how he identified a market gap for high-quality, non-alcoholic versions of beloved local staples like the Wisconsin Old Fashioned.
The segment highlights Mock & Co.’s rapid growth, including its recent expansion into Roundy’s locations throughout the state. Firoz reflects on the intersection of his personal values and business opportunities, as well as the "irreplaceable" networking and manufacturing support he received to turn his vision into a retail reality.
The Cap Times Feature
In a feature by The Cap Times, Mock & Co. is recognized for creating a booze-free riff on the Wisconsin Old Fashioned that stays true to the drink’s heritage while appealing to a growing audience seeking alcohol-free alternatives. The article highlights the brand’s thoughtful approach to flavor, craftsmanship, and tradition, showing how Mock & Co. balances respect for classic cocktails with innovation. The coverage reflects a broader shift in how people are redefining social drinking and embracing high-quality non-alcoholic beverages.
WMTV 15 News Feature
Mock & Co. was featured on WMTV 15 News during Dry January as part of coverage on NA Day at The Bur Oak, an event that drew strong community participation around alcohol-free socializing. The segment highlights how Mock & Co. contributed to the event with its zero-proof cocktails, demonstrating the growing demand for inclusive, alcohol-free experiences. By bringing people together around flavor-forward drinks without alcohol, Mock & Co. is helping reshape how communities gather, celebrate, and connect.
IB In Business Feature
In In Business Madison, Mock & Co. is spotlighted for its bold reimagining of a Wisconsin classic—offering a non-alcoholic version of the beloved Old Fashioned cocktail. The article follows founder Firoz Khimani’s quest to perfect a flavorful, alcohol-free rendition that honors the state’s rich cocktail tradition while appealing to the growing sober-curious and mindful-drinking community. Through hundreds of taste tests and small-batch production, Mock & Co.’s Wisconsin Old Fashioned has emerged as a standout beverage embraced by local restaurants, retailers, and consumers seeking complexity and tradition without the alcohol.
Madison Magazine Feature
Mock & Co., a Madison-based beverage company, was featured in Madison Magazine for its innovative non-alcoholic interpretation of Wisconsin’s iconic Old Fashioned. The article explores how founder Firoz Khimani set out to honor a deeply rooted state tradition while rethinking what a cocktail can be in a modern, alcohol-free context. By delivering the familiar flavors of the Old Fashioned without the alcohol, Mock & Co. is helping expand Wisconsin’s cocktail culture to include mindful, zero-proof drinking—without compromising on taste or experience.
IB In Business Feature
In In Business Madison, Mock & Co. is featured for bringing a new take on a Wisconsin classic by crafting a non-alcoholic version of the beloved Old Fashioned cocktail. The article tells the story of founder Firoz Khimani’s journey to perfect a complex, flavorful zero-proof beverage that honors Wisconsin’s deep tradition of Old Fashioned culture. Through more than 100 taste tests and small-batch production, Mock & Co.’s Wisconsin Old Fashioned has found a place in local restaurants and retailers, offering an inclusive option that appeals to those cutting back on alcohol, embracing mindful drinking, or just seeking great taste without the buzz.