Non-alcoholic Clean Co gains Morrisons listing

Clean Co, the brand founded by former Made in Chelsea star Spencer Matthews, has secured a listing in Morrisons supermarkets after lowering its products’ ABVs to be classed as ‘non-alcoholic’.

Three of Clean Co’s no-ABV products – Clean G, a gin alternative; Clean R, a rum-inspired drink; and Clean V, modelled after vodka – will be sold in 478 Morrisons stores across the UK.

Each 700ml bottle will retail for RRP £19 (US$27).

All of Clean Co’s products now have an alcohol level of less than 0.5% ABV in accordance with the EU’s definition of a ‘non-alcoholic’ product. The brand recently reformulated its range, meeting the EU’s alcohol requirement; when Clean Co launched in 2019, its ‘spirits’ sat at 1.2% and identified as ‘low-ABV’.

As part of the marketing around its new non-alcoholic positioning, the brand has invested £1 million (US$1.4m) in a new television advertising campaign that will air from 17 May to 16 June 2021.

The new Morrisons listing and marketing push arrive on the heels of the launch of Clean T, Clean Co’s non-alcoholic Tequila alternative.