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CleanCo US sales soar 38% in 2024

Alcohol-free ‘spirits’ brand CleanCo sold more than 300,000 bottles last year with US revenue rising by 38%.

CleanCo
CleanCo has collaborated with London’s Control Room B bar on a Dry January menu

CleanCo’s sales in the US rose by 36% in the off-premise, by 35% in the on-premise and by 64% in the direct-to-consumer channel. It is available in more than 6,000 distribution points in the US, including Walmart, Binny’s, BevMo, Spec’s, Meijer and Jewel-Osco.

The company noted that the Christmas period overtook January as the leading sales period in 2024.

In the UK, the company highlighted 40% sales growth in supermarket chain Tesco during December.

The brand’s Tequila alternative, Clean T, saw December sales skyrocket in UK supermarkets – up by 103% on online retailer Ocado and by 39% on Waitrose. CleanCo is also sold in British supermarket chains Asda, Morrisons and Sainsbury’s.

The brand’s on-trade sales increased by 24% in the UK last year and the channel will also be a key focus in the US in the future, the brand said.

CleanCo is available in the UK’s two largest managed pub groups, Greene King and Stonegate, which is behind the Be At One bar chain.

It also has listings with Tao Hospitality Group (owner of Hakkasan and Yauatcha), Ennismore Group (owner of The Hoxton) and the largest indoor water park operator in the US, Kalahari Resorts & Conventions.

CleanCo claims to be the only major non-alcoholic ‘spirit’ that isn’t owned by Diageo in the category’s top six brands based on UK and US off-premise sales value.

Former Made in Chelsea star Spencer Matthews, who founded CleanCo in 2019, said: “We’ve always strived to push the boundaries of what alcohol-free ‘spirits’ can offer. Moving to 0.0% ABV in 2024 was a natural evolution for us, ensuring we always deliver on taste, quality, and inclusivity, living up to our day one goal of being the best-tasting alcohol-free ‘spirits’ brand in the world.

“I’m proud of our strong 2024 performance and leading the momentum in the category.”

Dry January activations

The brand claimed that 8.8 million CleanCo cocktails were served last year, equating to 2.8 serves every second – an increase of 180% from 2023.

To coincide with Dry January, CleanCo has revealed several partnerships with on-trade operators, including non-alcoholic cocktails at more than 700 Greene King sites across the UK.

It has also collaborated on alcohol-free cocktails with London venues such as Mr Fogg’s and its sister site Control Room B in Battersea, alongside The Lanesborough’s Library Bar, Hakkasan and Yauatcha.

“Looking to 2025, Dry January is the perfect platform to showcase what CleanCo can do, and we’re excited to invite consumers to experience it firsthand through the multiple partnerships and activations we have running across the UK and US,” Matthews added.

“We’re starting the year strong and I’m excited for what the rest of 2025 will bring.”

According to data gathered by Greene King, 20% of Gen Z don’t drink alcohol and view Dry January as outdated.

CleanCo was named by The Spirits Business as one of the low-and-no brands to watch in 2025.

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