BACKGROUND TRADING CONDITIONS
CleanCo launched its range of botanically brewed, premium tasting non-alcoholic spirit alternatives in 2020.
The Clean G, Clean R and Clean G Pink achieve national retail listings in Tesco, Sainsburys & Morrisons.
Average CleanCo RRP is £19.00; against established brands such as Tanqueray or Gordon’s with a lower RRP of £15.00.
While the category is growing, consumer understanding is underdeveloped and with mainstream consumers unfamiliar.
Mintel 2021 Report on Low and No Alcoholic Drinks Industry confirms:
“Price is a hurdle, with widespread expectations that these drinks should undercut alcohol”.
“Brands have work to do to convince non-users to try their low and no-alcohol products”.
“Taste deemed disappointing by many”.