England cricket captain Ben Stokes OBE has officially joined the booming non-alcoholic drinks market, partnering with CleanCo in a $5 million funding round. As a strategic investor and brand ambassador, Stokes will play a key role in expanding the company’s influence both in the UK and globally.
CleanCo: Pioneering Non-Alcoholic Spirits Since 2019
CleanCo was launched in 2019 by entrepreneur and former Made in Chelsea personality Spencer Matthews. The company produces premium 0.0% alcohol alternatives to traditional spirits, offering options like gin, rum, tequila, whisky, and vodka.
Now available in major UK supermarkets such as Tesco, Sainsbury’s, and Waitrose, CleanCo has seen remarkable growth, with 8.8 million glasses of its non-alcoholic spirits consumed in 2024 alone.
Ben Stokes: From Cricket Field to Conscious Drinking Advocate
Ben Stokes’ partnership with CleanCo goes beyond simple investment. The cricket legend will work with Spencer Matthews to expand brand visibility in the UK, US, and other international markets.
Stokes shares the brand’s core belief that choosing not to drink alcohol “does not, and should not, mean missing out.” In his statement, he explained his personal journey:
“I am delighted to be an investor and brand partner with CleanCo. As it happens, I had considered starting my own non-alcoholic spirits brand before learning about CleanCo. When I discovered they were the best in the business and their products were so good, I decided to get serious. Getting to know Spencer, their team and the potential of the category inspired me to join this pioneering brand.”
A Unique Standalone Brand in a Crowded Market
According to Nielsen data, CleanCo is the only standalone brand among the top six non-alcoholic spirits brands in the UK and US that is not owned by global beverage giant Diageo. This makes CleanCo a rare independent success story in a rapidly growing sector.
Matthews welcomed Stokes’ involvement:
“I’m delighted that Ben has joined us to bring the CleanCo brand to millions of people across the UK and around the world. I’ve enjoyed getting to know Ben better and realising that we share many of the same ideals in life, sport and career.”
He also emphasized the significance of Stokes’ support:
“Ben’s investment highlights the scale of the non-alcoholic drinks industry, which is now valued at over $13 billion. When we started CleanCo five years ago, it was considered a niche product. Now it’s backed by one of the biggest sports stars in the world.”
Riding the Wave of Changing Drinking Habits
The non-alcoholic spirits industry is witnessing unprecedented growth. According to recent reports, the category is growing 86% year-on-year—outpacing the non-alcoholic beer and wine sectors.
Matthews attributes this growth to a cultural shift:
“There has been a huge shift in alcohol consumption among younger generations, which is statistically much less than older generations. I think this is driven largely by a desire for experience. People would rather spend money on something to remember and share, rather than something that causes a headache.”
Looking Ahead
With a shared vision and a growing market, the partnership between Ben Stokes and CleanCo sets the stage for continued innovation and expansion in the non-alcoholic spirits space. Backed by one of the UK’s most celebrated athletes and guided by a seasoned founder, CleanCo is positioned to lead a new era of mindful drinking.
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