Breckenridge Distillery Launches Mock One: Bold, Premium Non-Alcoholic Alternatives to Whiskey, Tequila, Gin & Rum - Crafted for Everyone Who Loves a Great Drink
Breckenridge Distillery, owned by Tilray Brands (NASDAQ: TLRY), has launched Mock One, a premium line of non-alcoholic spirit alternatives. The new product line includes alcohol-free versions of whiskey, gin, tequila, and rum, crafted using the distillery's award-winning blending techniques.
The launch leverages Breckenridge's expertise as one of America's most awarded craft distilleries, having received nine Icons of Whisky awards. Mock One is initially available in Colorado retailers and nationwide online, with plans for nationwide retail distribution this fall. Each variant features carefully crafted flavor profiles using natural ingredients to replicate traditional spirits' taste profiles.
Breckenridge Distillery, di proprietà di Tilray Brands (NASDAQ: TLRY), ha lanciato Mock One, una linea premium di alternative analcoliche agli spirit. La nuova gamma include versioni senza alcol di whiskey, gin, tequila e rum, realizzate utilizzando le tecniche di miscelazione pluripremiate della distilleria.
Il lancio sfrutta l'esperienza di Breckenridge come una delle distillerie artigianali più premiate d'America, avendo ricevuto nove premi Icons of Whisky. Mock One è inizialmente disponibile nei negozi del Colorado e online a livello nazionale, con piani per una distribuzione retail su tutto il territorio nazionale questo autunno. Ogni variante presenta profili di gusto accuratamente studiati con ingredienti naturali per replicare i sapori tradizionali degli spirit.
Breckenridge Distillery, propiedad de Tilray Brands (NASDAQ: TLRY), ha lanzado Mock One, una línea premium de alternativas de bebidas espirituosas sin alcohol. La nueva línea de productos incluye versiones sin alcohol de whiskey, ginebra, tequila y ron, elaboradas con las técnicas de mezcla galardonadas de la destilería.
El lanzamiento aprovecha la experiencia de Breckenridge como una de las destilerías artesanales más premiadas de Estados Unidos, habiendo recibido nueve premios Icons of Whisky. Mock One está inicialmente disponible en minoristas de Colorado y en línea a nivel nacional, con planes para distribución minorista en todo el país este otoño. Cada variante presenta perfiles de sabor cuidadosamente elaborados con ingredientes naturales para replicar los sabores tradicionales de los espirituosos.
브레큰리지 증류소는 틸레이 브랜드(NASDAQ: TLRY)가 소유한 프리미엄 무알코올 증류주 대체품 라인인 Mock One을 출시했습니다. 이 신제품 라인에는 위스키, 진, 데킬라, 럼의 무알코올 버전이 포함되어 있으며, 증류소의 수상 경력에 빛나는 블렌딩 기술로 제작되었습니다.
이번 출시는 미국에서 가장 수상 경력이 많은 수제 증류소 중 하나인 브레큰리지의 전문성을 활용합니다. 브레큰리지는 9개의 Icons of Whisky 상을 수상했습니다. Mock One은 처음에 콜로라도 소매점과 전국 온라인에서 판매되며, 올 가을 전국 소매 유통 계획도 갖추고 있습니다. 각 제품은 전통 증류주의 맛 프로필을 재현하기 위해 천연 재료를 사용해 정성껏 개발된 맛을 특징으로 합니다.
Breckenridge Distillery, détenue par Tilray Brands (NASDAQ : TLRY), a lancé Mock One, une gamme premium d'alternatives aux spiritueux sans alcool. Cette nouvelle gamme comprend des versions sans alcool de whisky, gin, tequila et rhum, élaborées grâce aux techniques de mélange primées de la distillerie.
Ce lancement s'appuie sur l'expertise de Breckenridge, l'une des distilleries artisanales les plus récompensées d'Amérique, ayant reçu neuf prix Icons of Whisky. Mock One est initialement disponible chez les détaillants du Colorado et en ligne à l'échelle nationale, avec des plans de distribution en magasin à l'échelle nationale cet automne. Chaque variante propose des profils de saveurs soigneusement élaborés à partir d'ingrédients naturels pour reproduire les profils gustatifs des spiritueux traditionnels.
Breckenridge Distillery, im Besitz von Tilray Brands (NASDAQ: TLRY), hat Mock One eingeführt, eine Premium-Linie alkoholfreier Spirituosen-Alternativen. Die neue Produktlinie umfasst alkoholfreie Versionen von Whiskey, Gin, Tequila und Rum, die mit den preisgekrönten Mischtechniken der Brennerei hergestellt werden.
Der Launch nutzt die Expertise von Breckenridge als eine der meist ausgezeichneten Craft-Destillerien Amerikas, die neun Icons of Whisky Awards erhalten hat. Mock One ist zunächst bei Einzelhändlern in Colorado und landesweit online erhältlich, mit Plänen für eine landesweite Einzelhandelsdistribution im Herbst. Jede Variante bietet sorgfältig abgestimmte Geschmacksprofile mit natürlichen Zutaten, um die traditionellen Spirituosen-Profile nachzuahmen.
- Expansion into growing non-alcoholic spirits market segment
- Leverages existing brand reputation and expertise
- Multiple product variants offering diverse revenue streams
- Nationwide distribution strategy in place
- Entering highly competitive non-alcoholic beverage market
- Initial limited retail availability only in Colorado
Insights
Tilray's entry into premium non-alcoholic spirits leverages Breckenridge's craft expertise while targeting the growing sober-curious market segment.
Tilray is strategically expanding its beverage portfolio through Breckenridge Distillery's launch of Mock One, a premium non-alcoholic spirits line that includes whiskey, gin, tequila, and rum alternatives. This move positions Tilray to capitalize on the rapidly growing non-alcoholic beverage market, which has seen double-digit growth as consumer preferences shift toward health-conscious alternatives.
The timing is particularly strategic as the non-alcoholic spirits category continues to outpace traditional alcohol in growth metrics. By leveraging Breckenridge's established craft credentials - including nine Icons of Whisky awards - Tilray is differentiating its offering in an increasingly crowded zero-proof market where authenticity and taste remain critical consumer concerns.
This product extension creates multiple strategic advantages: it utilizes existing production expertise and distribution channels while potentially attracting an entirely new consumer segment without cannibalizing core alcohol sales. The premium positioning aligns with higher-margin potential compared to standard non-alcoholic beverages.
Particularly noteworthy is the national online availability paired with regional retail distribution expanding nationally this fall - suggesting a controlled scale-up approach that minimizes initial inventory risk while building market presence. This launch represents Tilray's continued diversification beyond its cannabis roots into broader CPG categories with cross-market appeal and fewer regulatory hurdles.
BRECKENRIDGE, Colo., July 17, 2025 (GLOBE NEWSWIRE) -- Breckenridge Distillery, an award-winning craft distillery and spirits brand by Tilray Brands, Inc. (NASDAQ: TLRY and TSX: TLRY), is pleased to announce the launch of Mock One, a new line of non-alcoholic spirits. Mock One is not just another non-alcoholic spirit - it’s crafted by the team behind one of the most awarded craft distilleries in the United States. Backed by the expertise of the renowned Breckenridge Distillery, recipient of nine Icons of Whisky awards for excellence in quality, innovation, branding, and taste, Mock One brings the same uncompromising standards to the zero-proof category with spirit alternatives inspired by their award-winning whiskey, gin, rum and tequila.
Mock One offers a refined alternative to alcoholic beverages, providing sophisticated options for individuals who appreciate the tradition of expertly crafted cocktails. Whether sipping a smooth Old-Fashioned, enjoying a vibrant Margarita, or mixing a refreshing tonic, Mock One delivers the bold, nuanced flavors of traditional spirits without any compromise.
“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.”
Now available in Colorado retailers and nationwide online, Mock One brings the full-bodied experience of traditional spirits to everyone - from health-conscious consumers to mindful drinkers - without alcohol. Each expression is expertly crafted using Breckenridge Distillery’s award-winning blending techniques, delivering layered, complex flavors that feel remarkably authentic. Made with natural ingredients, every bottle captures the essence of real liquor, offering tasting notes such as:
- Mock One Whiskey – oak, cinnamon, vanilla bean, honey
- Mock One Gin – juniper, Meyer lemon, kaffir lime, lavender
- Mock One Tequila – agave, vanilla bean, honey capsaicin
- Mock One Rum – vanilla bean, brown sugar, cola nut, oak
Mock One is available for purchase online nationwide and at retailers across Colorado now, and will be in retailers nationwide this fall. For more information, visit drinkmockone.com or follow us on Instagram @drinkmockone.
For more information about Breckenridge Distillery, visit www.breckenridgedistillery.com. Follow Breckenridge on Instagram @breckdistillery and become a fan at facebook.com/BreckDistillery. Age 21+. Always enjoy responsibly.
About Mock One
Mock One is a premium line of non-alcoholic spirits from Breckenridge Distillery, created to deliver the complexity, depth, and experience of traditional spirits - without the alcohol. Designed by award-winning spirit experts and cocktail artisans, Mock One includes expressions inspired by whiskey, gin, tequila, and rum, offering bold and nuanced flavor profiles crafted for the modern, mindful drinker. Made to enjoy in a mocktail, Mock One allows consumers to savor the flavor of fine spirits with zero compromise. Born from Breckenridge Distillery’s commitment to innovation and quality, Mock One is redefining the non-alcoholic drinking experience for everyone - from the sober curious to cocktail connoisseurs.
Learn more at drinkmockone.com and follow on social @drinkmockone.
About Breckenridge Distillery
Founded in Colorado in 2008, Breckenridge Distillery is the “World’s Highest Distillery,” and is best known for its award-winning blended bourbon whiskey, a high-rye mash American-style whiskey.
One of the most highly awarded distilleries in the U.S., the Breckenridge Distillery is proudly a 3x Icons of Whisky and 10x winner of Best American Blended winner at the World Whiskies Awards by Whisky Magazine and a 4x winner of Colorado Distillery of the Year by the New York International Spirits Competition. Most recently, Breckenridge Port Cask Finish was named World’s Best Finished Bourbon at the 2024 World Whiskies Awards, joining Breckenridge High Proof, named World’s Best Blended Whiskey and Breckenridge Gin, named World’s Best Compound Gin at the World Gin Awards by Gin Magazine. Breckenridge spirits have been awarded 6 Double Golds at the San Francisco World Spirits Competition.
The Breckenridge Distillery is more than award-winning spirits, offering an immersive guest experience. Named as one of the country’s Top Visitor Attractions by Whisky Magazine, guests can dine at their award-winning restaurant, enjoy show-stopping cocktails, learn about their highly awarded spirits with an in-depth tasting, and get an inside look at their active production facility. New to the distillery, guests have the opportunity to blend their own whiskey as they learn the inner workings of whiskey production.
Breckenridge Distillery is a subsidiary of Tilray Brands, Inc. (NASDAQ: TLRY and TSX: TLRY), a leading global cannabis-lifestyle and consumer packaged goods company inspiring and empowering the worldwide community to live their very best life.
To learn more about Breckenridge Distillery, visit www.breckenridgedistillery.com. Keep up with Breckenridge Distillery on Instagram by following @breckdistillery and become a fan at facebook.com/BreckDistillery.
For more information about Tilray Brands, visit www.tilray.com and follow @tilray on Instagram, Twitter, Facebook, and LinkedIn.
Forward-Looking Statements
Certain statements in this communication that are not historical facts constitute forward-looking information or forward-looking statements (together, “forward-looking statements”) under Canadian and U.S. securities laws and within the meaning of Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended, that are intended to be subject to the “safe harbor” created by those sections and other applicable laws. Forward-looking statements can be identified by words such as “forecast,” “future,” “should,” “could,” “enable,” “potential,” “contemplate,” “believe,” “anticipate,” “estimate,” “plan,” “expect,” “intend,” “may,” “project,” “will,” “would” and the negative of these terms or similar expressions, although not all forward-looking statements contain these identifying words. Certain material factors, estimates, goals, projections, or assumptions were used in drawing the conclusions contained in the forward-looking statements throughout this communication. Forward-looking statements include statements regarding our intentions, beliefs, projections, outlook, analyses, or current expectations. Many factors could cause actual results, performance, or achievement to be materially different from any forward-looking statements, and other risks and uncertainties not presently known to the Company or that the Company deems immaterial could also cause actual results or events to differ materially from those expressed in the forward-looking statements contained herein. For a more detailed discussion of these risks and other factors, see the most recently filed annual information form of Tilray and the Annual Report on Form 10-K (and other periodic reports filed with the SEC) of Tilray made with the SEC and available on EDGAR. The forward-looking statements included in this communication are made as of the date of this communication and the Company does not undertake any obligation to publicly update such forward-looking statements to reflect new information, subsequent events, or otherwise unless required by applicable securities laws.
For further information, please contact
Media: news@tilray.com
Investors: investors@tilray.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/4adcc0ed-438c-426c-833c-3d0fc778f043
FAQ
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