Low- and no-alcohol firm Clear Co, created by former Made in Chelsea star Spencer Matthews, has teamed up with brand-building agency Demeter & Co to launch within the US.
Unveiled final month, Demeter & Co was founded by Jim Clerkin, the previous CEO of Moët Hennessy North America, and Jeff Menashe, the founder and CEO of alcohol business funding financial institution Demeter Advisory Group.
The brand new firm goals to scale ‘digital-first’ beverage companies globally and at velocity, and has chosen UK-based Clear Co as the primary model in its portfolio.
Matthews based Clear Co in 2019 to faucet into the marketplace for non-alcoholic options to spirits. Its merchandise embrace Clean T, an no-ABV Tequila substitute; Clean G, a gin different; Clear R, which stands in for golden spiced rum; and Clear V Spiced Apple, impressed by flavoured vodka.
The model has raised greater than £9 million in funding since its launch, together with a £7m funding from backers together with Ursula Burns, the previous CEO of Xerox, and Lightspeed Enterprise Companions.
By its partnership with Demeter, the producer expects to promote greater than 50,000 nine-litre circumstances throughout the UK and the US this 12 months.
“The no/low alcohol business is embarking on a significant revolution pushed by a big and rising client viewers,” Matthews stated.
“There’s this unbelievable surge of world cocktail lovers looking for to reasonable their consuming habits to be wholesome, completely satisfied and linked. Within the U.S, our analysis discovered that one in 5 premium spirits drinkers sought a strategy to reasonable whereas nonetheless having fun with the cocktails they love.
“We are actually one of many world’s largest and quickest rising no/low spirits manufacturers, and with every part we’ve learnt, it’s the proper time for us to introduce Clear Co to the US, the world’s largest alcohol market, earlier than increasing globally.”
Subsequent month, Clear Co will roll out in seven states, together with California, Texas and Florida, with distribution led by Southern Glazer’s Wine & Spirits. Clerkin defined how the low-and-no model plans to tailor its providing to the US market.
“Spencer and his crew have a confirmed idea within the UK and deep learnings that assist inform how we’ll method the US client,” Clerkin commented. “As the one model with an present portfolio of conventional spirit options, Clear Co is ready to customise the launch of every market with the spirit most aligned with its cocktail tradition.
“So, within the UK, Clear Co leads with Clear G [a gin alternative], whereas within the US, we’ll lead with Clear T, our tackle an agave-forward Tequila Blanco. On this method, we’re complementing the numerous progress of Tequila within the US, whereas showcasing Clear Co in one of many nation’s fastest-growing cocktails – the Paloma.”
When requested for extra particulars on the character of its partnership with Clear Co, Demeter stated it “doesn’t disclose monetary data”.