Ben Stokes OBE Invests in CleanCo as Alcohol-Free Spirits Surge in UK Pubs

When Ben Stokes OBE stepped down from the cricket pitch after a grueling Ashes series, he didn’t just rest—he reinvested. Not in property, not in a startup tech firm, but in a bottle of alcohol-free gin. In January 2025, the England cricket captain announced a strategic stake in CleanCo, the UK-based alcohol-free spirits brand founded by Spencer Matthews. The move, part of a $5 million fundraise, signals more than financial backing—it’s a cultural shift in how Britain drinks.

The Rise of the Sober Revolution

Five years ago, alcohol-free drinks were an afterthought on pub menus, tucked between fizzy lemonade and tonic water. Today, CleanCo is the world’s leading independent alcohol-free spirit brand, according to its own data. The company’s growth isn’t just impressive—it’s explosive. In 2024, UK on-trade sales jumped 24%, while U.S. sales climbed 38%, per The Spirits Business. Last year alone, 8.8 million CleanCo cocktails were served—roughly 2.8 every second. That’s not a trickle. That’s a flood.

The numbers don’t lie. CleanCo’s trade accounts in the UK and Ireland grew 224% in early 2025. And now, it’s hitting 700 Greene King pubs nationwide. The reason? Dry January 2025. From January 2 to January 31, consumers can claim a free Clean Cocktail by visiting clean.co/greeneking. Ten thousand free drinks are up for grabs. It’s not just marketing—it’s a grassroots experiment in normalizing sobriety without sacrifice.

Why Ben Stokes Chose CleanCo

Stokes isn’t just a name on a press release. He’s been open about his own journey: cutting back on alcohol after years of high-pressure international cricket. “Not drinking doesn’t, and shouldn’t, mean missing out,” he told insiders. That philosophy is CleanCo’s entire brand DNA. Matthews, a former Love Island star and Guinness World Record holder, built the company on taste first, function second. In 2024, CleanCo switched to 0.0% ABV across its entire range—not as a gimmick, but as a promise: “We deliver on taste, quality, and inclusivity,” he said in The Spirits Business.

Stokes’ investment isn’t just about alignment—it’s about leverage. As one of the most recognizable faces in British sport, his endorsement brings credibility to a category still fighting stigma. “Ben’s investment signifies the scale of the alcohol-free category,” Matthews said. “What was once considered niche is now being championed by one of the biggest sports stars in the world.”

Where CleanCo Is Now—and Where It’s Headed

CleanCo’s distribution network reads like a who’s who of premium UK and U.S. hospitality. Beyond Greene King, it’s in Stonegate’s Be At One bars, Ennismore’s Hoxton Hotels, Inception Group’s Mr Fogg’s and Cahoots, and TAO’s Hakkasan and Yauatcha in London. In the U.S., it’s at Virgin Hotels and Fogo de Chão, the Brazilian steakhouse chain that’s become a surprise hotspot for sober patrons.

It’s not just about bars and restaurants. CleanCo has won 44 international awards, including top honors from the Great Taste Awards and the International Wine & Spirits Competition. That’s not luck. It’s precision. The brand’s botanicals are carefully sourced, its distillation process meticulously refined. It doesn’t taste like a compromise. It tastes like a choice.

And the market is responding. The global alcohol-free spirits category is now worth over $13 billion, up from a “niche” $3 billion five years ago, according to Matthews. That’s not a trend. That’s a transformation.

The Bigger Picture: What This Means for Public Health and Hospitality

This isn’t just about drinks. It’s about changing social norms. For decades, alcohol was the default social lubricant. Skip the pint, and you got weird looks. Now, ordering a Clean Co. Spritz at a pub is as normal as ordering a latte. Greene King’s rollout suggests pub chains are betting big on this shift. They’re not just selling drinks—they’re selling experiences that don’t require intoxication.

Health experts have long warned about the cost of excessive drinking. The NHS estimates alcohol contributes to over 60,000 deaths annually in the UK. CleanCo doesn’t preach abstinence. It offers an alternative that doesn’t feel like a compromise. That’s the real innovation.

For Stokes, this is personal. He’s not a spokesperson for sobriety—he’s a participant. And that authenticity is what makes this partnership stick. “I was seriously impressed to learn of the market opportunity and CleanCo’s dominance in the space,” he said. He didn’t just write a check. He joined a movement.

What’s Next?

CleanCo plans to expand further into Europe in late 2025, with Germany and the Netherlands already under evaluation. In the U.S., it’s eyeing national grocery chains. Meanwhile, Greene King says it will monitor the Dry January campaign’s success before rolling out similar promotions in 2026. If the free cocktail redemption rate hits 70% or higher—as early data suggests—it could become a permanent fixture.

And what about the competition? Brands like Seedlip and Lyre’s are growing, but none have matched CleanCo’s hospitality penetration—or its celebrity backing. With Stokes now on board, the brand’s global credibility has skyrocketed. Investors are watching. Bars are listening. And drinkers? They’re raising their glasses—without the alcohol.