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CleanCo: The $10M Non-Alcoholic Revolution
How Spencer Matthews built a clean spirits empire without the buzz
CleanCo isn't selling drinks—it's selling a lifestyle pivot. With $10.4M in revenue and 45K monthly visitors, this isn't a niche play; it's a calculated attack on a $1.5 trillion global alcohol market. The question isn't why alcohol-free spirits exist, but why they took this long to feel premium.
"CleanCo proves that 'alcohol-free' doesn't mean 'compromise-free'—it means 'margin-free' for traditional spirits brands."
The Celebrity Playbook
Spencer Matthews isn't just a founder—he's the product. With 2,270 monthly searches for 'cleanco' and specific queries like 'what's spencer matthews drink called,' the brand has engineered celebrity authenticity into its SEO. This isn't influencer marketing; it's founder-as-brand, creating a moat of personality that generic alternatives can't replicate.
The 41% organic traffic split reveals a sophisticated SEO strategy. CleanCo isn't relying on paid acquisition—it's capturing intent around 'cleanco spencer matthews' (180 monthly searches) and broader terms like 'cheapest uk tequila' (150 monthly searches). This suggests they're converting traditional spirits searchers into non-alcoholic buyers, not just preaching to the choir.
- Tech stack prioritizes speed: Vite, PWA, Lazy Loading for 45K monthly visits
- Social presence focused on TikTok & Instagram—visual platforms for a visual product
- 9,528 Trustpilot reviews indicate heavy repeat purchase behavior
- 48 employees with $10.4M revenue = ~$216K revenue per employee
CleanCo's real innovation isn't the liquid—it's the positioning. By targeting 'people who drink less, or not at all' rather than recovering alcoholics or health zealots, they've expanded the TAM. The 'clean lifestyle' framing makes abstinence aspirational, not punitive. This is marketing genius: turning a limitation into a premium feature.
The $10.4M Question
Can CleanCo scale beyond celebrity halo? With 48 employees and 41% organic traffic, they're building a real business, not a personal brand. The next phase: converting 'cleanco' searches into category searches. If they crack that, the $10.4M is just the appetizer.
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CleanCo: Alcohol-Free Spirit Alternatives
Discover our Clean Spirits, perfect in a G&T, a Mojito, an Old Fashioned, a Margarita, a Moscow Mule... Why Clean? A more positive approach to alcohol-free drinks. It makes it easier to order at the bar and more sense for people who drink less, or not at all, as part of a cleaner lifestyle. Life tastes better clean!
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Reviews (20)
I ordered the clean co whiskey
I ordered the clean co whiskey. I have to say it was delicious. I am doing dry January and I am finding it helps tremendously. The delivery was quick. I would recommend you try if you’re thinking of giving up alcohol or just taking a break from it. They do sell some brands in some supermarkets cheaper than online but I haven’t found the whiskey
Thanks so much for the kind review, Julie.
Amazing
Bought for my husband and he raves about it. Delighted we found this product.
Thanks so much for the review - we're thrilled to hear your husband is a fan.
Very user friendly website and…
Very user friendly website and extremely fast ordering
Thanks so much for taking the time to leave a review, Eamonn.
Super helpful staff great product
Super helpful staff great product
Thanks so much for the kind review, Andy - it means a lot!
Quick and easy to order
Quick and easy to order
Great to hear, thanks Jacqui!
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About clean.co
Discover our Clean Spirits, perfect in a G&T, a Mojito, an Old Fashioned, a Margarita, a Moscow Mule... Why Clean? A more positive approach to alcohol-free drinks. It makes it easier to order at the bar and more sense for people who drink less, or not at all, as part of a cleaner lifestyle. Life tastes better clean!
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clean.co uses 23 technologies across their website including Google Fonts, hCaptcha, HSTS, AWS CloudFront, Cloudflare, and more.
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clean.co receives approximately 45.3K monthly visitors and ranks #702,806 globally. The website has a bounce rate of 49% with visitors viewing an average of 2.1 pages per visit. Users spend an average of 0:55 on the site.
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