Danielle Goss – The Founder of KUL MOCKS, Fun for the Sober Curious

We often come across people, or "mindful drinkers," as they are referred to these days, who are disenchanted with the lack of options for nonalcoholic beverages. Consumers continue to prioritize wellness and being conscious of alcohol intake is an extension of that trend. Be it taking the night off or simply wanting to socialize without the after-effects of alcohol, the traditional drinking habits of people are taking a turn for the better. But cutting back or passing on alcohol should not make one feel like they are missing out on having a great time, and that is the motto of Danielle Goss, founder, and CEO of KUL MOCKS, mocktails that promise all the experience without the alcohol to keep the party going.

Danielle's Early Life

A Registered Dietician (RD) with over a decade of experience in health and wellness, Danielle holds a bachelor's degree in Dietetics from the University of Wisconsin-Stout. She went on to do an internship at Mayo Clinic in Rochester, Minnesota, where she dabbled in outpatient nutrition counseling. In 2016, she started a corporate wellness consulting practice called Driven Wellness LLC, where she helped companies build and develop employee wellness programs for five years. Her passion for helping people and bringing about a positive change in their lives led her to become a full-time beverage entrepreneur with the creation of KUL MOCKS–a line of ready-to-drink (RTD) alcohol-free cocktails.

Kickstarting the Journey

When Danielle was pregnant with her first child in the spring of 2019, she looked for nonalcoholic options available for her to drink as she and her husband Nate enjoyed socializing over cocktails. While the generic soda or sparkling water did little to compensate for the void of having cocktails, Danielle wanted something to hold on to at parties that tasted delicious; felt adult-like and fun. Their search ended in disappointment as they quickly realized that booze-free cocktails and ready-to-drink mocktails were hard to find or non-existent in stores, bars, and restaurants. Deterred but not discouraged, Danielle and her husband Nate took it upon themselves to devise a solution and dive deep into market research. They were crystal clear on why they wanted to start a business and the purpose-driven life that they wanted to lead. After a lot of brainstorming and consulting with beverage industry experts, they found that the demand for nonalcoholic drinks extended well beyond just pregnant women. A new group of health-conscious consumers had emerged globally who wanted the same experience sans alcohol, fueling the demand for low and no-alcohol beverages. These findings only validated the couple's business concept, and just months before becoming a family of three, KUL MOCKS, a line of ready-to-drink nonalcoholic cocktails, was launched in July 2020.

About KUL MOCKS

Kul Mocks comes in three flavors: Blackberry Mock-jito, Mock Mule, and Strawberry Mock-arita. Hand-crafted with simple ingredients and natural flavors, each mocktail is infused with spirit notes that mimic the classic cocktail experience. Uniquely created with health and wellness in mind, KUL MOCKS is gluten-free, non-GMO, caffeine-free, and contains real cane sugar, monk fruit, stevia, and flavored infusions. As a registered dietician, Danielle did not want her product to seem like a concoction of sugary mocktails that were not all that different from the regular soda. Initially, she did home crafting for several months but soon realized that she needed the help of experts to get the right flavor and content. The couple sought the help of experts and consulted several food scientists to turn their ideas into scalable production and ensured they understood their consumer base before the launch.

For Danielle, it was not just about the drink but also about the experience, which she did not want to compromise on. She ensured that even the colors on the cans and background picture aid in connecting the consumer with the intended environment for a wholesome feeling. For instance, the Mock-arita's imagery is that of the sun and a beach, while the Mock-jito features some cool waves and mountains. Enjoyed in a can or dressed up with interesting garnishes, the drinks are meant to be fun.

The idea behind the drink is simple: turn scratch-made mocktails from the kitchen into RTD cocktails that one can enjoy anywhere, anytime. For that, high-quality ingredients, flavor infusions like fresh lime, and spirit notes are used to ensure the drinks pack a fizz.

Surpassing Initial Hiccups

Starting a business in the middle of a raging pandemic obviously came with its fair share of challenges. Juggling between a newborn, a new product to launch, and production woes kept the couple on their toes in the first year of the brand. Adapting to the tough times was the need of the hour, and the couple resorted to various measures to engage with consumers and spread the word about their brand.

Three new MOCKS – as the power couple likes to call their drinks – have been launched: Classic Mock-arita, Mock G&T, and Peach Hibiscus Cider.

Partnerships and Mission Statement

Adding fuel to diversity, KUL MOCKS is certified as a Women's Business Enterprise by the Women's Business Enterprise National Council (WBENC), the nation's largest third-party certifier of businesses owned and operated by women. The brand was also a Gold Sponsor of the Sober Mom Squad for six to nine months from the time of inception to explore an alcohol-free lifestyle. Its programs helped Danielle meet virtually with some amazing moms besides bringing in some initial funding during the pandemic.  

To expand the business, KUL MOCKS entered a partnership with Proof Alliance, which is dedicated to the prevention of fetal alcohol spectrum disorders (FASD). The drink is now featured across 1,000 stores in 10 states. In a bid to expand, the brand is working closely with wholesale beer, wine, and spirits distributors to bring the KUL MOCKS experience to retail, hospitality, and beyond.

The Road Ahead

There is an evident boom in the no-and low-alcohol drinks category, and the couple plans to capitalize on the evolution. Each of KUL MOCKS craft mocktails have received high-scoring awards at the 2020 and 2021 PR%F Awards, besides recognition for uniqueness as a women-owned beverage brand.

Going ahead, the brand has massive plans. The top priority is to make the beverages available in as many places as possible and introduce new flavors into the markets. Furthermore, as a nonalcoholic beverage company, the brand enjoys the advantage of selling direct-to-consumer (DTC) to anyone in the United States through Amazon and the KUL MOCKS website. Intending to make everyone feel a part of the nonalcoholic drinking society, the couple aims to make KUL MOCKS an RTD market leader in North America by 2023. 

For young and aspiring entrepreneurs, especially women, Danielle has one piece of advice – know your 'WHY'. This basically means you should be aware of the reason behind doing what you intend to do, and that clarity is what will keep you moving ahead, even in times when there is a lack of motivation.