Ben Stokes OBE Invests in CleanCo as Alcohol-Free Spirits Market Hits $13 Billion
Nov, 20 2025
When Ben Stokes, England’s Test cricket captain and OBE recipient, stepped into a London boardroom last week, he didn’t come to talk about spin bowling or last-ball sixes. He came to back a brand that’s quietly rewriting the rules of drinking culture — and he’s not alone. On May 19, 2025, CleanCo announced a $5 million fundraising round led by Stokes, marking a seismic moment for the alcohol-free spirits industry. The move isn’t just about money. It’s about identity, intention, and the quiet revolution happening in pubs, stadiums, and living rooms across the UK and beyond.
From Cricket Pitch to Cocktail Cabinet
Stokes, 33, has long been open about his journey away from heavy drinking. After years of navigating the party-heavy culture of professional cricket, he found himself reevaluating what he wanted his life to look like off the field. "I had this moment," he told The Spirits Business, "where I realized I didn’t need a pint to celebrate a win — or drown a loss. I just needed to feel good about myself." That realization led him to CleanCo’s doorstep. "I’d thought about starting my own brand," he admitted. "Then I tried theirs. And I knew — this is the real thing." The timing couldn’t be better. CleanCo, founded in 2019 by Spencer Matthews — former Made in Chelsea star and Guinness World Record holder — has exploded from a niche startup into the largest independent alcohol-free spirits brand in the world. According to IWSR Drinks Market Analysis, the global market for alcohol-free spirits is now worth over $13 billion. Five years ago? It was barely a blip.The David vs. Goliath of Spirits
Here’s the twist: while giants like Diageo own nearly every major player in the space — including Ritual, the #1 brand in the US — CleanCo stands alone. Nielsen data confirms it’s the only independent brand in the top six in both the UK and US markets. In the UK, CleanCo’s market share is nearly three times that of Seedlip, the category’s original pioneer. In the US, it’s third overall, behind Ritual and Seedlip, but growing faster than either. "They’re not just selling drinks," says New Food Magazine. "They’re selling a new way of being. And people are buying it." CleanCo’s products are now on shelves at Tesco, the UK’s largest grocer, a massive win for any challenger brand. And with Stokes’ investment, they’re aiming even higher — expanding into Canada, Australia, and parts of Europe by year-end.
Why This Matters Beyond Booze
This isn’t just about sales figures. It’s cultural. For years, choosing not to drink meant settling for tonic water or juice. CleanCo changed that. Their gin, vodka, and whiskey alternatives are crafted with botanicals, aged in oak, and designed to replicate the complexity of the real thing — without the hangover. And now, one of England’s most respected athletes is lending his name to the cause. "Moderation unlocks experience," Matthews told CleanCo’s official blog. "I believe in enjoying life to the fullest — but with clarity, intention, and control." Stokes echoes that. "I don’t feel like I’m missing out anymore," he said in their joint podcast for UNTAPPED. "I feel like I’m finally living better." The partnership isn’t just symbolic. Stokes will appear in marketing campaigns, help develop new product lines, and speak at industry events. His involvement signals to young athletes, fans, and parents that sobriety isn’t a limitation — it’s a lifestyle upgrade.
What’s Next for CleanCo?
The $5 million raised will fund global distribution, R&D for new flavors, and a major US advertising push. CleanCo projects cash-flow positivity by the end of 2025 — a rare feat for a brand in its growth stage. And with Stokes’ star power, they’re no longer just competing against Diageo. They’re redefining what success looks like. "Ben’s investment isn’t just financial," Matthews said. "It’s validation. When one of the world’s biggest sports stars chooses your brand over a billion-dollar conglomerate? That’s not luck. That’s legacy." The alcohol-free revolution isn’t coming. It’s already here. And it’s being led by a cricketer who decided to stop chasing the buzz — and start chasing something better.Frequently Asked Questions
How has CleanCo managed to outperform big brands like Diageo without corporate backing?
CleanCo’s success comes from authenticity and product quality. Unlike Diageo’s brands, which often repurpose existing formulas with reduced alcohol, CleanCo designs its spirits from scratch using natural botanicals and traditional distillation methods. Independent market data from IWSR shows CleanCo’s UK sales are nearly triple Seedlip’s, despite Diageo’s massive marketing budgets. Their direct-to-consumer model and influencer partnerships — like Ben Stokes’ — have built trust faster than traditional advertising ever could.
Why is Ben Stokes’ involvement such a big deal for the alcohol-free category?
Stokes is one of the most respected figures in English sport — known for his grit, leadership, and integrity. His endorsement breaks the stereotype that sobriety equals weakness or boredom. When a high-performance athlete like him chooses CleanCo over traditional alcohol, it signals to millions that this isn’t a compromise — it’s a smarter, more intentional choice. His voice gives credibility to a market that’s often dismissed as "fake booze."
What’s the difference between CleanCo and other alcohol-free brands like Seedlip or Ritual?
Seedlip pioneered the category but focuses on herbal, non-alcoholic "gin" alternatives. Ritual uses a patented process to remove alcohol from distilled spirits, but is owned by Diageo. CleanCo stands apart by crafting full-spectrum, non-alcoholic spirits using traditional methods — aging in oak, botanical infusions, and complex flavor profiles — all without corporate ownership. Nielsen data confirms CleanCo is the only independent brand in the top six in both the UK and US, making it the true challenger.
How has the alcohol-free spirits market grown since CleanCo launched in 2019?
In 2019, the global alcohol-free spirits market was estimated at under $2 billion. Today, IWSR values it at $13 billion — a 550% increase in just six years. Sales in the UK alone grew 42% year-over-year in 2024, with Gen Z and millennials driving 70% of demand. CleanCo’s growth has outpaced the category average, thanks to product innovation and high-profile partnerships like Stokes’ investment, which helped push the brand into Tesco’s premium section.
Is CleanCo profitable yet, and what’s the plan for the $5 million investment?
CleanCo is on track to achieve cash-flow positivity by the end of 2025 — a rare milestone for a brand of its size. The $5 million from Stokes and other investors will fund expansion into Canada and Australia, new product development (including a rum alternative), and a major US marketing campaign targeting gyms, yoga studios, and sports clubs. They’re also investing in sustainable packaging, aiming to be fully plastic-free by 2026.
What role does Spencer Matthews’ TV background play in CleanCo’s success?
Matthews’ time on Made in Chelsea gave him an innate understanding of how to connect with audiences emotionally — something traditional beverage marketers often miss. He doesn’t just sell drinks; he sells stories. His authenticity — openly discussing his own journey with alcohol — resonates with consumers tired of corporate messaging. His podcast UNTAPPED, co-hosted with Stokes, has already surpassed 500,000 downloads, turning brand content into cultural conversation.