Ben Stokes, captain of England’s Test cricket side, has joined CleanCo as an investor and brand partner. This development is part of a larger $5 million fundraising initiative, with CleanCo aiming to achieve cash-flow positivity within the year.
Founded in 2019 by Spencer Matthews, a prominent figure from Made in Chelsea, CleanCo has successfully established partnerships with major retail chains such as Tesco, Sainsbury’s, and Waitrose. Significantly, its spirit alternatives were featured in 8.8 million drinks throughout 2024.
Stokes first discovered CleanCo while reassessing his relationship with alcohol, and since then, he has grown to admire the brand.
“I’m thrilled to come on board as an investor and brand partner in CleanCo,” he expressed.
“Funnily enough, I had originally toyed with the idea of creating my own alcohol-free spirits brand before getting to know CleanCo. Discovering that they are the best in the game and their products are really that good, I knew that I wanted to be involved in a serious capacity.”
“Getting to know Spencer, the team, and the category potential only fueled my intent to be part of this pioneering brand. I was seriously impressed to learn of the market opportunity and CleanCo’s dominance in the space.”
Matthews remarked, “I’m delighted to have Ben join us and bring the CleanCo brand to millions more across the UK and beyond. I’ve really enjoyed getting to know Ben more, realizing how many joint ideals we share in terms of life, athleticism, and business.”
“Ben’s investment signifies the scale of the alcohol-free category, which is now worth over $13 billion. What was once considered niche, five years ago when we started CleanCo, is now being championed by one of the biggest sports stars in the world.”
According to IWSR data, the low and no-alcohol category doubled its size between 2023 and 2024, now valued at $13 billion globally.
Moreover, Nielsen figures indicate that CleanCo remains the only independent brand among the top six alcohol-free spirits players in both the UK and US, continuing to stand out against industry giants like Diageo.
“There has been a monster shift in alcohol consumption in the younger generation; statistically, it’s significantly lower than older generations,” Matthews noted.
“I believe that it’s primarily driven by a desire to experience things. People would rather pay for an experience, something that they can remember and share, rather than a headache.”
