Ben Stokes invests in Spencer Matthews’ alcohol-free spirits brand CleanCo

England Cricket Captain Ben Stokes with CleanCo Founder Spencer Matthews. Credit: CleanCo

England cricket captain Ben Stokes OBE has stepped off the pitch and into the world of premium no-alcohol spirits, joining CleanCo as a strategic investor and brand partner as part of a wider $5 million fundraising round.

CleanCo, founded in 2019 by entrepreneur and former Made in Chelsea star Spencer Matthews, offers a portfolio of 0.0% ABV alternatives including gin, rum, tequila, whiskey and vodka. The brand is already well established in the UK’s top grocery retailers, with listings in Tesco, Sainsbury’s and Waitrose, while its alcohol-free spirits were served in 8.8 million drinks in 2024.

Shared commitment

Ben Stokes’ role goes far beyond financial investment. He will collaborate closely with Matthews to champion the CleanCo brand across the UK, US and emerging global markets. Their partnership is rooted in a shared commitment to moderation and sobriety – core to CleanCo’s ethos that choosing not to drink “doesn’t, and shouldn’t, mean missing out.”

“I’m thrilled to come on board as an investor and brand partner in CleanCo,” said 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. 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.”

According to Nielsen figures, CleanCo is the only independent brand among the top six alcohol-free spirits players in the UK and US not owned by global drinks conglomerate Diageo.

Matthews added: “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.

“What was once considered niche, five years ago when we started CleanCo, is now being championed by one of the biggest sports stars in the world.”

Shift in drinking habits

With non-alcoholic spirits growing 86 percent year-on-year – outpacing no-alcohol beer and wine – CleanCo is positioning itself at the forefront of a generational shift in drinking habits.

Reflecting on this trend, Matthews said: “There has been a monster shift in alcohol consumption in the younger generation, statistically, it’s an awful lot less than, 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.”