CleanCo

CleanCo was only the second alcohol-free spirits brand to launch in the UK, arriving just after Seedlip pioneered the category. Where Seedlip went botanical and complex, CleanCo took a more direct approach: create spirit alternatives that slot straight into familiar cocktails. Their range covers the bases you'd expect from a well-stocked bar. Clean G handles gin duties with juniper and citrus. Clean R brings spiced rum warmth. Clean T offers agave notes for margaritas. Clean W adds oak and vanilla for whiskey-based drinks. Clean V rounds out the lineup as a neutral vodka alternative.

The liquids have evolved since launch. In 2024, the brand reformulated everything to 0.0% ABV, down from 0.4%. Matthews noted the previous trace amount was roughly equivalent to what you'd find in a ripe banana, but removing it entirely eliminated any confusion for those avoiding alcohol completely. The relaunch also brought lighter bottles requiring half the energy to produce.

CleanCo's pitch is accessibility over exclusivity. Their products sit at mainstream price points in supermarkets like Tesco, Sainsbury's, and Waitrose. They've also built a solid presence in hospitality venues, from hotel bars to members' clubs. The brand now operates across both the UK and US markets, with distribution through major retail and on-trade channels.

Matthews himself became something of a poster boy for the sober-curious movement, lending a personal authenticity to a brand built on the idea that cutting out alcohol needn't mean cutting out fun. At mainstream price points and available almost everywhere, CleanCo has made AF spirits a genuinely practical option rather than a specialist one.