British entrepreneur and TV personality, Spencer Matthews, has launched The Clean Liquor Company, a business created to redefine the low and no alcohol category. This afternoon, he visited The Canal House in Birmingham to talk about the product he is clearly so passionate about and his role as the Founder and CEO of the company.

The Clean Liquor Company’s flagship product is the world’s first CleanGin with a 1.2% ABV, an ultra-low alcohol replacement to gin, with 30 times less alcohol than a standard gin and only 2 calories per 25ml serving.

Scents of petrichor and pine needles give way to a nuanced, long-lived, notably clean palate with suggestions of peppermint and birch sap. The botanicals in CleanGin include juniper, orris root, ground cardamom, coriander seeds, angelica root, lemon zest, peppermint oil, ginger oil and cinnamon.

CleanGin launches at a time when the mindful drinking trend is seeing people take a more considered approach to alcohol, creating new opportunities for the low and no-alcohol category, which has seen significant growth and is expected to continue growing over the next few years. With the focus more on ingredients and provenance, consumers are much more focused on quality and flavour and responsibly enjoying drinks. Spencer himself is the first to admit he has had a negative experience with drinking.

Spencer Matthews commented:

“Sobriety is a lifestyle choice I made a few months before becoming a Dad. I quickly realised that the drink choices for the sober curious were limited, mainly made of sugary and flagship product that offers a new option for people.”

He continued, “By including 1.2% ABV, we are able to capture all the character and taste of a great London Dry gin so people can enjoy the occasion without any of the negative effects that go with alcohol. Something many other brands can’t do. If you are sober curious, CleanGin is a great tasting and healthy new choice.”

The Clean Liquor Company is creating a new category of drinks, offering a positive response to the increasingly relevant low and no alcohol trend, with drinks that are a world apart from the sugary soft drinks and no alcohol alternatives of the past. CleanGin is an expertly crafted product that can be enjoyed as part of a clean lifestyle.

CleanGin is priced at £24.99 per 700ml and is available from www.cleanliquor.com.