CleanCo reduces bottle weight in rebrand that sees abv drop to 0.0%

Alcohol-free spirit brand CleanCo has announced a new look, a lighter weight bottle and abv reduction for its drinks.

The brand, founded by former reality TV star turned entrepreneur Spencer Matthews, has developed new packaging and transitioned to a bottle that requires 50% less energy to produce. 

It has also reduced the abv of its spirits from 0.4% to 0.0%, meaning that they can now legally be called alcohol-free, as opposed to non-alcoholic.

Light-weighting its bottle meant more could be included on a single pallet, CleanCo said.

More units could now therefore fit into each shipping container and each truck sent out by CleanCo, reducing its carbon footprint by over 12,000 miles annually, the brand added.

“A 50% reduction in energy production is huge,” Matthews said. “When we set out on this project, sustainability was at the core of what we wanted to achieve.

“I’m happy to say we pushed the boundaries and managed to achieve above and beyond what we thought was possible, thanks to our production partners and world-class R&D team.”

The move to 0,0% abv would “avoid any confusion for consumers” and “cater for those who want to abstain from alcohol in its entirety, for personal or religious reasons”, CleanCo said.

It was a “natural evolution for the brand” and had been achieved while retaining CleanCo’s natural ingredient list, Matthews added. 

CleanCo was founded by Matthews in 2019 and is stocked in retailers including Sainsbury’s, Morrisons, Tesco and Waitrose.