CleanCo, now the world’s top independent alcohol-free spirit brand, is celebrating its latest achievement by unveiling a refreshed product range. Featuring alcohol-free versions of Gin, Rum, Whiskey, and Tequila, the new line-up is the result of a year’s worth of development, bringing a modern look, sustainable packaging, and enhanced recipes to the multi-award-winning brand.
The entire range has now moved from 0.4% ABV (classified as non-alcoholic) to 0.0% ABV (completely alcohol-free), ensuring clarity for consumers and catering to those who wish to avoid alcohol for personal, health, or religious reasons.
“CleanCo started a revolution. Only a few years ago, if you didn’t want an alcoholic drink at most bars and restaurants, you were left with boring water, sugary soft drinks, or uninspiring mocktails. It was as if people thought your taste didn’t matter if you weren’t drinking. CleanCo set out to change that, and I couldn’t be prouder of how far we’ve come,” said founder Spencer Matthews.
Since its creation in 2019, CleanCo has led the alcohol-free sector, becoming the first brand to offer a full range of alternatives to traditional spirits. Now the best-selling independent alcohol-free spirit globally, CleanCo is also the most highly rated on Trustpilot, with over 30 global awards, including recent wins at the Great Taste and ISWC Gold awards.
In 2023 alone, CleanCo sold a Clean Cocktail every 8 seconds across its global network of retail, bar, and restaurant partners, with sales figures equivalent to stacking bottles the height of the Eiffel Tower 170 times.
A New Look
CleanCo’s updated packaging, developed with design agency KnockOut, blends the traditions of the classic spirits world with contemporary twists to fit the new era of drinking.
“I wanted to create something that retains the premium look and feel you expect from a quality spirit—something that does the liquid justice—while also carving a new path in a category typically resistant to change,” Matthews said.
“CleanCo is all about delivering taste and experience; packaging plays a huge part in that. I want our customers and retail partners to proudly display their CleanCo bottles at home and on their bar shelves. Our new bottles are a work of art,” he added.
This new bottle design is part of a full brand refresh, developed in collaboration with the brand design agency Duzi.
“As the category evolves, so do we,” Matthews stated. “When we started out in 2019, we had one goal—to create the best product possible to meet a consumer need. Now, CleanCo is so much more. We’ve become a community for many, just as the sober-curious and moderation movement has shaped new lifestyles for others. We’ve grown from a start-up to a global leader, and this new look reflects our journey and what’s still to come.”
Improved Recipe
CleanCo’s entire range is now fully 0.0% ABV, reflecting the brand’s commitment to clarity.
“Although our original range was considered non-alcoholic (anything under 0.5% ABV is classified as such), we found through consumer testing that even 0.4% ABV caused some confusion,” Matthews explained.
“The switch to 0.0% ABV is a natural step for both our brand and the category. It allows us to serve those who want to abstain from alcohol completely—whether for health, personal, or religious reasons. We’re proud to have done this while maintaining our natural ingredient status and award-winning taste.”
The updated CleanCo range remains:
- Free from sugar and artificial sweeteners
- Low in calories, with 6 calories or fewer per double measure
- Made using all-natural flavourings
- Crafted and bottled in the UK
Sustainable Packaging
CleanCo’s iconic hexagonal bottle has been redesigned to be significantly lighter, reducing its environmental impact. The lighter glass requires 50% less energy to produce, and more bottles can now be shipped per pallet, saving over 100 trees’ worth of wood annually.
This improved efficiency reduces the brand’s carbon footprint by over 12,000 miles annually, equating to two fewer transatlantic trips and 40 fewer truck journeys each year.
“A 50% reduction in energy usage is huge. Sustainability was at the heart of this project from the beginning. I’m thrilled that we exceeded our expectations, thanks to the efforts of our production partners and R&D team,” Matthews concluded.
CleanCo’s new alcohol-free Gin, Rhubarb Gin, Rum, Whiskey, and Tequila will be available from 1st October 2024 in leading supermarkets and online at www.clean.co.