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Morrisons to stock Spencer Matthews' CleanCo brand

Non-alcoholic spirit brand CleanCo - founded by actor-turned-entrepreneur Spencer Matthews - has secured a listing with Morrisons. 

Its Clean G, Clean R and Clean V non-alcoholic spirit alternatives will be hitting shelves in 478 stores around the UK from 10 May. 

This major retail listing for the brand, launched by Made In Chelsea star Matthews in 2019, will be supported by a new £1 million television advertising campaign that will air between 17 May and 16 June.

It coincides with a decision by the brand to make all of its products non-alcoholic (less than 0.5% ABV), lowering the drinks from the 1.2% ABV strength at which they launched.

Jack Coleclough, spirits buyer manager at Morrisons, said: "No and low-alcohol drinks in particular are growing in popularity, so it makes perfect sense to be introducing CleanCo to our spirits range. We're excited to be offering three products - Clean R, Clean G and Clean V - so that customers can experiment with the various spirits."

Matthews said: "Our goal is to become the biggest player in the low and no category, and we are making huge progress in doing so. In order to appeal to the widest possible audience, moving to a non-alcoholic brand... made perfect sense.

"Fundamentally, we champion moderation - and with more consumers than ever embracing no and low, being listed in such a credible, nationwide establishment as Morrisons will help us on our mission to give more people more choice when it comes to alcohol consumption.

"We are always looking to innovate and improve our product offering - and we are confident that our new non-alcoholic product range to be listed within Morrisons is our best version yet."

11 May 2021 - Bethany Whymark