CleanCo Gains Significant Share in On-Trade Through Partnerships With Greene King, Inception Group, Oetker Collection, TAO Hospitality Group, Ennismore (Hoxton Hotels) and More

CleanCo, the trailblazing alcohol-free spirits brand, founded by entrepreneur and Guinness World Record Holder Spencer Matthews, started 2025 strong with a series of on-trade activations and new listings.

Q1 so far has been driven by a series of high-impact on-trade partnerships that have amplified brand visibility, accelerated consumer adoption, and re-emphasised CleanCo’s position as the leading independent alcohol free spirits brand globally.

CleanCo remains the only independent brand in the top 6 alcohol-free spirits brands internationally, and is now larger than all other UK independent players combined.

CleanCo x Greene King

January saw the launch of CleanCo’s landmark collaboration with Greene King, one of the UK’s most prominent pub groups, where Clean Cocktails are now available across 700 venues. The two brands teamed up to offer consumers 10,000 complimentary serves; a campaign co-promoted across Greene King and CleanCo’s channels. Results included:

• Over 7,500 free drink voucher downloads
• 12,000+ visits to the CleanCo x Greene King blog
• Clean Cocktails accounted for a 13% share of total cocktail sales for the month

CleanCo x The Lanesborough

Similarly, CleanCo’s collaboration with The Lanesborough, an iconic five-star British hotel under the Oetker Collection, elevated brand credibility within the ultra-premium hospitality sector. The introduction of a bespoke Clean January menu resonated with high-end international clientele, resulting in an exceptional sales performance with Clean Cocktails remaining on the evergreen menu due to consumer popularity.  CleanCo’s Clean G has now replaced Tanqueray 0.0% at the venue, further highlighting CleanCo’s ability to compete with large scale brands. To promote the partnership CleanCo founder Spencer Matthews produced a content series with The Lanesborough’s Head of Bars Mickael Perron, which reached over 300,000 people on social media and generated 1.5million organic media impressions.

CleanCo x Inception Group

CleanCo also teamed up with experiential hospitality leaders, Inception Group, to create exclusive Clean January menus, in addition to the evergreen Clean Cocktail serves available at all locations. This included a “Engineers Amped & Energised” menu at Battersea’s Control Room B, inspired by the venue's electric history where each serve represented a “power surge” of natural energy. As well as “The Curious Elixirs of Abstinence” menu available at all Mr Foggs’s venues. The concept centered around Mr Fogg himself hosting a "secret society" focused on wellness, experimentation, and mindful drinking. The campaign presented alcohol-free drinks as “Curious Elixirs” — peculiar, handcrafted recipes believed to have "mystical properties" to bring some excitement and intrigue to Dry January. To celebrate the partnership CleanCo hosted a party at Control Room B, which generated just under 3 million media impressions through press and social activity.

CleanCo x Frameless

CleanCo also partnered with London’s largest immersive art gallery Frameless, serving Clean Cocktails to guests throughout the month of January and beyond. All attendees to the gallery’s Lates weekend sessions received a complimentary Clean Cocktail as part of their ticket purchase. The gallery also hosted a VIP Clean Cocktail masterclass at the stunning venue co-hosted by CleanCo founder Spencer Matthews. The event sold out almost instantly and due to demand more sessions are planned for the remainder of the year as the Frameless x CleanCo partnership continues to go from strength to strength, with the support of catering group Rhubarb Hospitality. The partnership generated 28 million organic media impressions and just under 1.5 million reach from social and influencer activity.

CleanCo x TAO

As part of CleanCo’s ongoing partnership with TAO Hospitality Group, which is home to venues including Hakkasan, Yauatcha and LAVO, the team brought to life limited-edition serves to celebrate Chinese New Year. Hakkasan’s "Xiao Lóng, The Snake” featured CleanCo’s Clean G Rhubarb, Hibiscus, Orange, Sichuan pepper, pomegranate, grapefruit, and Supasawa. Whilst Yauatcha’s “The Lucky Snake”, brought together a blend of CleanCo’s Clean G Rhubarb, yuzu, vanilla, and lemon. The exquisite serves were poured side-by-side with their full-strength equivalents simply switching out the Hennesey and Grey Goose for the CleanCo alternative. These serves follow suit with TAO Hospitality’s pioneering approach of simply serving all classic cocktails “zero proof” as opposed to creating a stand-alone mocktail menu.

“Since zero-proofing all signature cocktails across our UK restaurants, and introducing the Zero Proof spirits category with CleanCo, we have gone from 1 in 12 cocktails served being alcohol-free to now 1 in 5,” said Wendy Hopkins, Director of Bars UK & International, TAO Hospitality Group.

CleanCo x Ennismore

In February CleanCo inked a deal with Ennismore, the largest and fastest-growing lifestyle hospitality company in the world. The partnership will see Clean Cocktails and CleanCo alcohol-free “house pour” spirits go live across various flagship hotels including the Hoxton Shoreditch, Hoxton Shepherds Bush, Hoxton Holborn, Hoxton Southwark, The Sanderson Hotel, St Martins Lane Hotel and Hyde London.

The Hoxton hotels will feature a signature “Hox Garden” serve with CleanCo’s Clean T, a 0.0% alternative to Tequila, rosemary, grapefruit, saccharum, lime and London Essence grapefruit and rosemary tonic water. Whilst the Sanderson will feature a stand-alone “No alcohol Spirits” menu section with Clean T (0.0% Tequila), Clean G (0.0% Gin), Clean R (0.0% Rum) and Clean W (0.0% Whiskey), alongside Clean Cocktail serves such as a refreshing Clean Margarita.

Looking Ahead

Following a momentous start to the year in on-trade, CleanCo is not looking to slow down with more account wins to be announced shortly. 

“This is the year for non-alcoholic spirits in the on-trade, I really believe that. The market has evolved, liquids are now seriously good and the on-trade is finally starting to see some stability and growth post-COVID. There’s still a huge education piece to be done, but on the whole operators are now incredibly attuned to the “trade up” opportunities that non-alcoholic spirits present - a Clean Cocktail offers both increased gross margin for the venue, and improved experience and perceived value for the consumer. It’s also an all-day play, unlike alcohol which is often only reserved for the evening. It’s a win-win.

We’re really excited to bring our “like-for-like” alcohol-free spirits to more venues across the UK this year, working with the incredible mixologists and brands in the space to see what delicious creations we can bring to life,” said CleanCo Global CMO, Sophie Brisbourne-Rhodes.

CleanCo’s dominance in the on-trade sector is mirrored by ongoing success in retail as it maintains listings in all 6 major grocery retailers in the UK. In particular, performance in leading grocery retailer Tesco, continues to go from strength-to-strength with an expected 12,000 CleanCo bottles anticipated to be sold in March alone.

About CleanCo

Founded in 2019 by entrepreneur, British TV personality and Guinness World Record holder Spencer Matthews, CleanCo has rapidly grown to become the world’s leading independent alcohol free spirit brand.

With a portfolio spanning Clean T (Tequila), Clean G (Gin), Clean G Rhubarb (Rhubarb Gin), Clean R (Rum), and Clean W (Whiskey), CleanCo offer an unrivalled range of alcohol free equivalents to full strength spirits, without compromising on experience, taste, aroma, or mouthfeel.

Having won over 35 international awards including Great Taste and IWSC, CleanCo continues to dominate taste-led innovation in the non-alcoholic category worldwide.