Alcohol-free spirits brand CleanCo has announced England Cricket Captain Ben Stokes OBE as its latest strategic investor as part of a $5m fundraise.
Founded by former Made In Chelsea star Spencer Matthews, CleanCo’s line-up includes 0.0% ABV alternatives to gin, rum, tequila, whiskey and vodka.
Stokes joins the challenger brand as both an investor and brand partner. His decision to invest was born from his own personal journey re-balancing his relationship with alcohol.
Both Stokes and Matthews share similar transformative experiences with moderation and sobriety - values that have been at the core of the brand since its inception in 2019.
Stokes said he had toyed with the idea of creating his own alcohol-free spirits brand before getting to know CleanCo. “I’m thrilled to come on board as an investor and brand partner in CleanCo,” he said.
“Discovering that they are the best in the game and their products are really that good, I knew that I wanted to be involved in a serious capacity. Getting to know Spencer, the team and the category potential, only fuelled my intent to be part of this pioneering brand. I was seriously impressed to learn of the market opportunity and CleanCo’s dominance in the space.”
The authentic connection between the pair has evolved into a partnership grounded in shared purpose. “Moderation unlocks experience. I believe in enjoying life to the fullest but with clarity, intention and control,” said Matthews.
“I’m delighted to have Ben join us and bring the CleanCo brand to millions more across the UK and beyond. I’ve really enjoyed getting to know Ben more, realising how many joint ideals we share in terms of life, athleticism and business. Ben’s investment signifies the scale of the alcohol-free category, which is now worth over $13bn.”
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