Last Updated on: 1st October 2024, 03:39 pm
CleanCo, now the world’s leading independent alcohol-free spirit brand, is marking its success by launching an updated range of products. The revamped line includes alcohol-free versions of Gin, Rum, Whiskey, and Tequila, featuring a year of development focused on refined recipes, a sleek new design, and sustainable packaging.
All products in the range have transitioned from 0.4% ABV (non-alcoholic) to 0.0% ABV (fully alcohol-free), ensuring greater clarity for consumers and meeting the needs of those who wish to abstain from alcohol entirely, whether for personal, health, or religious reasons.
“CleanCo started a revolution. A few years ago, if you weren’t drinking alcohol at bars or restaurants, your options were dull—water, sugary soft drinks, or basic mocktails. It felt like your experience didn’t matter if you weren’t drinking. CleanCo set out to change that, and I’m incredibly proud of how far we’ve come,” said founder Spencer Matthews.
Since its launch in 2019, CleanCo has led the no-and-low alcohol market, becoming the first brand to offer a full suite of alcohol-free alternatives to major spirits. Now, it stands as the best-selling independent alcohol-free spirit brand globally, with the most 5-star ratings on Trustpilot and over 30 international awards, including the recent Great Taste and ISWC Gold accolades.
In 2023 alone, CleanCo sold one Clean Cocktail every 8 seconds through its global network of retail, bar, and restaurant partners. This sales volume equates to bottles stacked to the height of the Eiffel Tower 170 times.
New Design
CleanCo’s new packaging, created in collaboration with KnockOut, respects traditional spirits packaging while incorporating modern, innovative elements for today’s evolving drinkers.
“I wanted to retain the premium aesthetic that you expect from a quality spirit, but also push boundaries in a category that’s usually hesitant to change,” Matthews said.
“CleanCo is all about delivering an exceptional taste and experience, and packaging plays a significant role in that. I want our customers to be proud to display their CleanCo bottles at home or on bar shelves. The new bottles are truly a work of art,” he added.
The new bottle design is part of a larger brand refresh, created alongside brand agency Duzi.
“As the category grows, so do we,” Matthews said. “Our initial focus in 2019 was simple: to create the best possible product for our consumers. Today, CleanCo has evolved into a community, just like the sober-curious and moderation movement that has inspired so many. From a start-up to a global leader, this new look reflects our journey and what lies ahead.”
Refined Recipe
All CleanCo products are now 0.0% ABV, marking a significant shift for the brand.
“While our original range was classified as non-alcoholic (anything below 0.5% ABV), we discovered through consumer testing that the 0.4% ABV could be confusing,” Matthews explained.
“The move to 0.0% ABV feels like a natural progression for us and the category. It also allows us to cater to those who prefer to completely avoid alcohol, for health, personal, or religious reasons. We’re pleased to have achieved this while maintaining the same high standards of natural ingredients and award-winning taste.”
The new range remains:
- Sugar and artificial sweetener free
- Low-calorie, with 6 calories or fewer per double measure
- Made from all-natural flavourings
- Crafted and bottled in the UK
Sustainability Focus
The iconic CleanCo hexagonal bottle has been redesigned to be significantly lighter, reducing its environmental impact. The new design reduces glass usage, cutting energy consumption by 50%. This also allows more bottles to fit per pallet, saving over 100 trees annually.
This shift has reduced CleanCo’s carbon footprint by over 12,000 miles, with fewer transatlantic shipments and 40 fewer trucks on the road each year.
“A 50% reduction in energy usage is a massive achievement. From the start, sustainability was a core focus of this project. I’m thrilled we exceeded our goals, thanks to our production partners and world-class R&D team,” Matthews concluded.
CleanCo’s new range, featuring 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.
