England Cricket Captain Ben Stokes OBE Invests in CleanCo
- Denise Hamilton-Mace
- May 18
- 3 min read
It seems everyone's jumping on the low-no bandwagon these days, as England Cricket Captain Ben Stokes OBE becomes the latest high-profile figure to put his money where his mouth is. The sporting icon has just taken a stake in Spencer Matthews' alcohol-free spirits brand, CleanCo*, as part of a wider $5 million fundraise announced this Sunday.
More Than Just Money
What makes this partnership particularly interesting is that it goes beyond a simple cash investment. Stokes isn't just throwing money at a trendy category – his involvement stems from his own journey with moderation, mirroring CleanCo founder Spencer Matthews' well-documented relationship with sobriety, from Made in Chelsea party boy to Guinness World Record holder and clean living lifestyle champion.
"I'm thrilled to come on board as an investor and brand partner in CleanCo," says Stokes. "Funnily enough, I had originally toyed with the idea of creating my own alcohol-free spirits brand before getting to know CleanCo. 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"
It's refreshing to see such an authentic connection driving a business partnership. Both men share similar transformative experiences with moderation and sobriety – values that have been central to CleanCo since Matthews launched it in 2019.
A Category on the Rise
Stokes' investment comes at a pivotal moment for the low-no category, which reportedly doubled in size between 2023 and 2024. According to the press release, the alcohol-free category is now worth a whopping $13 billion globally, with non-alcoholic spirits being the fastest-growing segment, outpacing both beer and wine with 86% year-on-year growth (quite remarkable!).
And this shift isn't just for Dry January anymore. Approximately 64% of consumers across the top 10 global markets are actively moderating their alcohol consumption year-round. Meanwhile, traditional alcoholic spirit sales declined by 3% across the top 20 markets in 2024.
Changing the Culture of Sport and Socialising
In an exclusive podcast recording for Spencer's new show, UNTAPPED, Stokes reflected on how alcohol culture has evolved in cricket:
"When you look to the nineties and early two thousands, these lads have some unbelievable stories; you have a hard day in the dirt, and then, you know, have a couple of beers with your mates in the dressing room and then you go again. I think it's definitely settled down a lot over the years, especially the social side of cricket, because there's more demand on the body than there was, say, 15, 20, 25 years ago."
He added: "The stigma around not drinking is different now… Nowadays it's completely different, and the younger generation, there isn't that same mindset towards having a beer or going out. There is much more emphasis on proper preparation and better recovery.
It's different in society now, too, towards everything."
Matthews also noted the shifting consumer habits:
"There has been a monster shift in alcohol consumption in the younger generation; statistically, it's an awful lot less than older generations. I believe that it's primarily driven by a desire to experience things. People would rather pay for an experience, something that they can remember and something that they can share, rather than a headache."
CleanCo's Impressive Growth
Since its launch six years ago, CleanCo has established itself as the largest independent brand in the alcohol-free spirits category. In 2024 alone, their spirit alternatives were served in 8.8 million 'Clean Cocktails' – that's one every 2.8 seconds!
They've built a strong retail presence with listings in the UK's top three grocery retailers – Tesco, Sainsbury's and Waitrose – covering approximately 80% of the UK grocery market. This week, their Clean T (0.0% tequila) will launch nationwide with Waitrose, making it the only mass-available alcohol-free tequila in the UK market.
Their on-premise growth is equally impressive, with a 224% increase in UK & Ireland trade accounts already serving Clean Cocktails in 2025. This includes nationwide launches into Greene King pubs, the Ennismore Hotel Group, and iconic venues like Mr Fogg's and Hakkasan.
What This Means for the Low-No Category
Stokes' investment signals a significant moment for both CleanCo and the broader alcohol-free category. As a world-class athlete and nationally recognised role model, his involvement brings further credibility and awareness to this emerging market.
For those of us who've been watching the low-no space develop over recent years, this represents another step toward mainstream acceptance. The partnership between a sporting icon and an alcohol-free brand reinforces what many of us already know – that moderation isn't just a trend but a lifestyle choice that's here to stay.
The CleanCo range currently includes: Clean G* (gin alt), Clean G Rhubarb* (pink gin alt), Clean R* (rum alt), Clean T* (tequila alt), & Clean W* (whisky alt).
Comentários