Canadian cannabis giant and U.S. craft beer platform Tilray Brands is at it again.
The company’s Colorado-based Breckenridge Distillery announced Thursday the launch of Mock One, a collection of non-alcoholic (NA) spirits.
Now available at Colorado retailers and online for a suggested retail price of $29.99, the Mock One lineup includes four non-alcoholic spirits:
- Mock One Whiskey, with notes of oak, cinnamon, vanilla bean, and honey;
- Mock One Gin, featuring juniper, Meyer lemon, kaffir lime, and lavender;
- Mock One Tequila, offering agave, vanilla bean, and honey capsaicin;
- And Mock One Rum, blended with vanilla bean, brown sugar, cola nut, and oak.
The line will roll out in national retailers this fall.
“Mock One is our answer to the growing demand for premium, non-alcoholic drinks that truly capture the essence of the spirits people love,” said Bryan Nolt, founder and CEO of Breckenridge Distillery, in a statement. “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.”
Founded by Nolt in 2008, Breckenridge Distillery is known for blended bourbon whiskey, high-rye mash American-style whiskey, and a portfolio of artisanal spirits. Tilray acquired the distillery in 2021 with the intent to create cannabis-infused, NA distilled spirits. It’s unclear if the NA spirit line is a gateway into a THC spirits line.
Mock One marks an expansion of Tilray’s NA portfolio, which includes NA beer lines from Montauk Brewing Company and Runner’s High. The spirits line enters an increasingly crowded segment, armed with labels that look somewhat similar to competitor Drink Monday. Non-alc spirits have posted the highest growth in the last year (+84%) but the segment is still small in its overall contribution to dollar sales (5% share).
Tilray announced leadership changes in June, with Tilray chief growth officer Prinz Pinakatt now leading its beverage division. Nolt and Breckenridge Distillery chief operating officer Ken Bohnet were also announced as guiding Tilray’s spirits business going forward.
Earlier this year, Tilray implemented a strategic initiative for 2025, Project 420, which included the prioritization of SKU rationalization, geography and distribution consolidation and portfolio optimization. The company is hoping to increase investment across four key areas, including craft light beer, NA beer, spirits and intoxicating hemp beverages. The initiative includes an expanded investment in Breckenridge Distillery’s vodka, gin and bourbon offerings, with spirits innovation focused on tequila and NA spirits.
Year-to-date through June 15, off-premise dollar sales of Tilray’s beer portfolio have declined 16.4%, to nearly $85.7 million at multi-outlet grocery, mass retail and convenience stores, according to market research firm Circana. Volume, measured in case sales, has declined 15.9%. Those trends have improved in the four-week period through mid-June, with declines of 13.6% and 10.3%, respectively.
In 2024, Tilray ranked as the fourth largest Brewers Association-defined craft brewery. Beer production across its portfolio declined 13%, to 783,495 barrels.