A growing number of adults are rethinking their relationship with alcohol, but in a state where social activities often center around consuming alcohol, opting out can feel like missing out. Madison-based beverage startup Mock & Co. is working to change that with its complex, ready-to-drink nonalcoholic cocktails rooted in familiar Wisconsin flavors.
Founded in 2024 by Firoz Khimani, the company produces a variety of Old-Fashioned mocktails; Sour, Sweet, or Sugar-free, designed to replicate the depth and experience of the classic supper club cocktails without the alcohol. His wife, Cailin O’Connor, joined the business early on and now serves as a partner.
The idea grew out of Khimani’s own experience…