Staying Dry with Mad Moose

Zachary Fritze started Wagon & Co. to help people “stay on the wagon” by creating an alcohol-free product that had all the desirable attributes of whiskey but without the undesirable effects that come with over-consuming it. He named it Mad Moose—a nod, he says, to “moosing around without the mess.” All the fun, but without the hangover. 

Understanding that spirited drinks are here to stay, Fritze’s mission wasn’t about making imbibers feel guilty; it was about creating balance by ensuring non-alcoholic options had representation on store shelves. “You should be able to be silly and chaotic, and have a good time without alcohol,” Fritze says. He also wanted to ride the growing wave of the non-alcoholic beverage business. “My goal was for everyone to have the feeling of being present; no one is excluded,” he explained.

With an entrepreneurial spirit and a background in brand marketing and advertising, Fritze began his endeavour with extensive research. He wanted to make a product that not only smelled and tasted like whiskey but also felt like it, with a bit of the spirit’s telltale burn on the finish. His a-ha moment came in 2023 when a friend who no longer consumed alcohol told Fritze the one thing he missed most was enjoying a whiskey with his cigar. That started the process of exploring options for a product that he could either import and promote or create himself. Fritze hosted tastings with friends to determine the most appealing flavour profiles. What he discovered was clear: people didn’t just want “fancy juice,” but rather, a product that was real, flavourful and authentic. Further research took him to work at a retail wine store to study buying patterns and observe what drove customers to purchase certain products.

With that in mind, by January 2024, Fritze committed to developing his own version of a non-alcoholic whiskey. Armed with a clear vision, he enlisted a group of food scientists and chefs to build the product’s profile of a complex nose, good body, rich mouthfeel, a little bit of a burn, and a long, pleasant finish. The final product, with characteristics of smoke, earth, wood, caramel, sweet baking spices, and black pepper, checked all the boxes on his list. As a bonus, the plant-based product contains no sugar and is gluten-free, making it safe for celiacs. “Having an option that hits [several] dietary restrictions helps serve the purpose of letting everyone show up as they are, without feeling left out,” Fritze says. 

The Mad Moose will soon become Mad Moose Original, and in the near future, be joined by Mad Moose Japanese-style whiskey and a ready-to-drink Mad Moose Old Fashioned.