CleanCo, the world’s foremost independent alcohol-free spirit brand, proudly announces an exciting new product line. This innovative range includes alcohol-free Gin, Rum, Whiskey, and Tequila, representing a year of dedicated efforts towards an enhanced aesthetic, a market-leading sustainable bottle, and further refinement of its award-winning recipes.
In a significant transition, the entire product range has shifted from 0.4% ABV (officially non-alcoholic) to 0.0% ABV (officially alcohol-free). This decision aims to eliminate any potential confusion for consumers and to cater to those wishing to abstain from alcohol entirely for personal, health, or religious reasons.
“CleanCo initiated a revolution in the beverage industry. Just a few years ago, those opting for non-alcoholic options at bars and restaurants were limited to dull water, sugary sodas, or unappealing juice-dump mocktails. It seemed that not drinking implied a lack of appreciation for one’s experience or taste. CleanCo set out to change this narrative, and I couldn’t be prouder of our journey,” remarked founder Spencer Matthews.
Since its launch in 2019, CleanCo has been at the forefront of the no and low-alcohol market, being the first brand to offer a comprehensive suite of alcohol-free alternatives to traditional spirits. It is now the best-selling independent brand globally, boasting the highest ratings on Trustpilot and accumulating over 30 awards, including recent accolades from Great Taste and the Gold International Spirits Challenge (ISWC).
In 2023, CleanCo made impressive strides, selling a Clean Cocktail every eight seconds via its broad global network of retail, bar, and restaurant partnerships. This growth rate is double that of the overall category, equating to enough sold bottles to reach the height of the Eiffel Tower 170 times.
Fresh Look
The brand’s new design, created in collaboration with the packaging design agency KnockOut, pays homage to the traditions of the classic spirits industry while introducing bold modern elements for a new era of drinking.
“I aimed to create a design that preserved the premium look and feel expected from a quality spirit. Our new packaging is a true reflection of the liquid’s quality while forging a new path in a traditionally conservative category,” explained Matthews.
“CleanCo is committed to providing an outstanding taste and experience; the packaging plays a vital role in this. I want our customers and retail partners to showcase their CleanCo bottles proudly, whether at home or behind the bar. Our new bottles are genuinely a work of art,” he stated.
The refreshed bottle design is part of a complete visual identity overhaul for the brand, undertaken in partnership with brand design agency Duzi.
“As the category evolves, so do we,” Matthews stated. “When we launched in 2019, our primary focus was to create the best product to meet consumer demand. CleanCo has since grown into a community for many, mirroring the rise of sober-curious and moderation lifestyles. We’ve transitioned from a startup to a global leader, and this new look celebrates that journey while hinting at what lies ahead.”
Elevated Recipe
All CleanCo products are now 0.0% ABV (alcohol-free).
Although our previous products were officially non-alcoholic, containing 0.4% ABV which is roughly equivalent to the naturally occurring alcohol in a banana, we carried out extensive consumer testing and discovered this could cause confusion, Matthews explained.
“The shift to 0.0% ABV is a natural progression for both the brand and the industry. It also enables us to cater to those wishing to completely abstain from alcohol for health, personal, or religious reasons, or simply because they choose to. Importantly, we’ve maintained our commitment to using natural ingredients while preserving our award-winning taste,” he affirmed.
The updated recipe remains:
- Free from sugar and artificial sweeteners
- Low-calorie, with only six calories or fewer per double measure
- Made with all-natural flavourings
- Crafted and bottled in the UK
Sustainable Bottle
The updated CleanCo bottle maintains its distinctive hexagonal shape while being notably lighter. This reduction in glass means each bottle requires half the energy to produce, allowing more bottles per pallet and saving over 100 trees worth of wood annually.
Increased capacity per shipping container and truck translates to two fewer transatlantic trips and 40 fewer trucks on the road each year, cutting CleanCo’s carbon footprint by over 12,000 miles.
“A 50% reduction in energy production is monumental. Sustainability was our primary goal for this project, and I’m pleased to say we’ve exceeded our expectations, thanks to our production partners and our outstanding R&D team,” concluded Matthews.
