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Greene King teams up with Spencer Matthews
British pub and brewery chain Greene King has joined forces with former Made in Chelsea star Spencer Matthews to bring his CleanCo alcohol-free drinks brand to venues this Dry January.
Matthews, who founded CleanCo in 2019, has partnered with Greene King to provide 10,000 clean cocktails to pubs across Britain during January.
The former reality TV star, one of the longest-serving cast members on Made in Chelsea, said the no and low alcohol drinks industry has come on leaps and bounds since he launched the brand more than five years ago.
“Launching our alcohol-free spirit range with the British institution that is Greene King Pubs is a true testament to how far the sober-curious movement has come in such a short amount of time,” he said.
The partnership will see six CleanCo cocktails rolled out across Greene King venues in January. These include:
Clean Pineapple Spritz – Clean R 0.0% rum alternative, pineapple juice, soda water
Clean Elderflower G&T – Clean G 0.0% gin alternative, Fever-Tree elderflower tonic water
Clean Rhubarb Mule – Clean G Rhubarb 0.0% gin alternative, Fever-Tree ginger ale, lime
Clean Blood Orange Spritz – Clean G 0.0% gin alternative, Fever-Tress blood orange soda
Clean & Stormy – Clean R 0.0% rum alternative, Fever-Tree ginger ale, lime
Clean Rhubarb Spritz – Clean G Rhubarb 0.0% gin alternative, Fever-Tree tonic water, apple juice
In a recent interview with CityAM Matthews predicted that 2025 will bring with it “a massive evolution in consumer expectations” around alcohol-free drinks.
With Gen Z leading the charge, the practice of alternating between alcoholic and non-alcoholic drinks is becoming popular among a generation increasingly mindful of their health and well-being.
Named ‘zebra-striping’, the practice aligns with a broader societal shift led by Gen Z and millennials, who are redefining socialising with a focus on moderation and balance. According to a recent report, over a quarter of UK adults now consciously “zebra stripe” during pub visits. Read more here.
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