CleanCo.

CleanCo is a UK-based producer of alcohol-free spirits designed to replicate the taste, sensation, and experience of full-strength alcoholic beverages. Founded by Spencer Matthews following his personal decision to stop drinking, the company was built on a core belief that consumers should not have to sacrifice flavor, experience, or social enjoyment when choosing not to consume alcohol. CleanCo positions itself as a premium alternative to traditional spirits, targeting adult consumers who are sober-curious, moderating their alcohol intake, or fully abstaining from alcohol but still wish to participate in cocktail culture.

The company's flagship product, Clean G, is an alcohol-free botanical-infused spirit crafted to be used as a direct substitute for gin in classic cocktails such as the G&T. Clean G features a complex flavor profile incorporating juniper, lemon, orange, grapefruit, rosemary, and lavender, delivering a fruity and herbaceous finish. The product is formulated with all-natural flavorings, is sugar-free, artificial sweetener-free, vegan-friendly, gluten-free, and contains fewer than six calories per double measure, making it suitable for a wide range of dietary lifestyles.

CleanCo's product development team is award-winning, having earned recognition including a Great Taste Award Gold in 2024 and a Gold medal from the International Wine and Spirits Competition (IWSC) in 2023 for Clean G. The company places innovation at the center of its operations, continuously refining recipes and developing new blends to expand its zero-proof spirits portfolio.

The brand operates at the intersection of premium beverage production and wellness-oriented consumer trends, appealing to the fast-growing no- and low-alcohol (NoLo) market segment. Its product lineup is designed to stand alongside full-strength equivalents in quality and flavor complexity, rather than serving as a compromise. In 2025, CleanCo expanded its profile through a strategic investment and brand partnership with Ben Stokes OBE, England cricket captain and high-performance athlete, whose personal journey with alcohol moderation aligns closely with the brand's messaging and target audience.

CleanCo markets directly to consumers through its own channels and operates within the broader premium non-alcoholic spirits category, competing on quality, flavor authenticity, and lifestyle alignment. The brand's ethos — summarized as 'Live Tonight, Thrive Tomorrow' — resonates with health-conscious adults, athletes, and professionals seeking functional alternatives to traditional alcoholic drinks without social compromise.