We recently sat down with Spencer Matthews, founder of CleanCo, the world’s leading independent non-alcoholic spirit brand, to discuss the re-launch of their highly anticipated 0.0% ABV range. CleanCo’s new offering includes alcohol-free versions of gin, rum, whiskey, vodka, and tequila, all crafted with a focus on sustainability, an elevated design, and further development of their award-winning recipes. Spencer shares his personal journey to sobriety, how it inspired the creation of CleanCo, and how the brand is transforming the way we enjoy social moments without alcohol.

Spencer, what was the turning point that led you to choose sobriety, and how has this decision impacted your life both personally and professionally?

The turning point for me came when I realised that alcohol was stopping me from being the best version of myself. I was fed up with the hangovers and the strain it put on my relationships and work. Choosing to remove alcohol from my life and in changing my relationship with alcohol meant that I am more present with my family and much more focused on the goals that I want to achieve. I recently achieved a Guinness World Record for running 30 marathons in 30 consecutive days in the Jordanian desert, which I would never have been able to accomplish had I not changed my relationship with alcohol.

What were the biggest challenges you faced during your transition to a sober lifestyle, and how did you overcome them, especially in social settings where alcohol is prevalent?

One of the biggest challenges was finding an alcohol-free drink that I would actually want to drink.  Before starting CleanCo the options available were sugary sweet mocktails, the odd non-alcoholic beer or soda.  These weren’t drinks that I enjoyed before and even less when not drinking.  That’s why I wanted to create CleanCo; we wanted to give people optionality and choice to enjoy their favourite cocktail but ‘Clean’.  I used to love a G&T or Margarita, so in creating alcohol free alternatives to all main spirits with CleanCo, it meant that I could enjoy my favourite cocktails just without the alcohol.

Social drinking is deeply ingrained in many cultures. What advice do you have for people trying to maintain sobriety or reduce their alcohol intake in these environments?

I’m a very determined person, so my experience will differ for others, but my advice is to stay confident in your decision and surround yourself with people who embrace your decision to change your relationship with alcohol.  Find new activities to do with friends, whether it’s running, cooking a meal together, the gym, whatever interests you and gives you the social experience we all need.  I’ll always say this but look for places that sell delicious alcohol-free alternatives, like CleanCo, that way you can enjoy your favourite tipple but without the effects of alcohol.

How has sobriety affected your relationships, both socially and personally, and what role have your family and friends played in supporting your journey?

Sobriety has deepened my relationships; I feel much more present.  My family and friends have been incredibly supportive throughout. Having a strong support network is key, and I definitely have that with my beautiful wife and family.

How did your personal experience with sobriety inspire the creation of CleanCo, and what gap in the market did you aim to fill with non-alcoholic options?

CleanCo came directly from my experience of wanting to enjoy life’s social moments without the downsides of alcohol. I saw a real gap in the market for alcohol-free alternatives that didn’t compromise on taste or experience. I didn’t want to feel like I was missing out, and I knew others felt the same way. CleanCo was designed to replicate the taste and mouthfeel of full-strength spirits, so that consumers have the choice to enjoy their favourite cocktails or drinks but without alcohol.   

CleanCo offers alcohol-free alternatives that maintain the feel of traditional spirits. How do you ensure your products deliver a satisfying experience for those cutting back on alcohol?

We never settle for anything but the very best, which is why we are constantly reviewing and developing our liquids with our team of experts.  We put a lot of effort into recreating the complexity and mouthfeel of traditional spirits, so when you mix a CleanCo drink, it tastes and feels like its full-strength equivalent.   Since launching in 2019, there have been incredible developments in the technology for creating alcohol-free drinks, which we have harnessed at CleanCo to develop the best tasting alcohol-free liquids possible.

What were some of the biggest obstacles you faced while building CleanCo, and how did you navigate those challenges to make it a successful brand?

We were one of the first main players in no and low offering back in 2019.  Back then, the category wasn’t as big or accessible as it is now.  Also, consumer habits have changed in the last five years, with more and more people moderating or becoming sober-curious, which has led to the no and low category growing at a fast rate with CleanCo now the world’s leading independent alcohol-free spirit brand.  Our main goal was to focus relentlessly on quality. Another challenge was carving out a space in an industry that’s been dominated by alcohol for so long. A core pillar in our business and something we have seen is the shift towards healthier living and moderation, and we stayed committed to that vision.  

Beyond providing alcohol-free drinks, do you see CleanCo playing a role in shifting societal attitudes towards drinking and promoting healthier lifestyles?

Definitely.  We don’t preach to our consumers about abstinence, we instead share the message of moderation and ‘drinking clean in-between’.  We saw that a lot more people are invested in their health and wellbeing, with lessening alcohol consumption being a part of that.  A core pillar in our business is the everyday athlete; the person who might run, do Pilates, workout and who might want to enjoy a delicious tasting drink on a weeknight but without the alcohol.  We also work with some brilliant partners in the health and wellbeing space such as running brand Hoka.  Most recently we had 300 people take part in a half marathon together from Battersea Park to Twickenham.  We all ran together and enjoyed some Clean Cocktails at the end all before lunchtime – I really see CleanCo as a lifestyle brand for those in the health and wellbeing space.

What are your plans for the future of CleanCo? Can we expect new products or expansion into new markets, and how do you envision the brand evolving?

We’re constantly evolving as a brand and of course want to continue our expansion outside of the UK and USA.  I don’t want to give too much away, but for now we’re really excited to have launched our 0.0 offering which has been in the works for many years now and I’m just thrilled to have it out there for people to try!

For those curious about sobriety or wanting to reduce their alcohol consumption, what would be your top three pieces of advice to help them on their journey?

Firstly, take it one step at a time—you don’t have to go completely sober overnight. Try cutting back or swapping to alcohol-free alternatives like CleanCo. Secondly, stay connected with a supportive community, whether that’s friends, family, or others on a similar path. Having a solid support network makes all the difference. Lastly, focus on how you feel. Sobriety offers huge benefits in terms of energy, clarity, and mood. Once you start to feel those positive changes, you’ll realise that you’re gaining so much more than you’re giving up.

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