As the new year begins, former Made in Chelsea star and entrepreneur Spencer Matthews is gearing up for his busiest Dry January yet. The founder of the alcohol-free spirits brand Clean Co, which he launched in 2019, sees the month as a pivotal moment for both personal reflection and industry growth.
Beyond Abstinence: A Modern Approach to Dry January
For Matthews, Dry January is far more than a temporary detox. He views it as a societal opportunity to reassess our collective relationship with alcohol. Personally, it's a time to champion moderation and prove that a full, enjoyable life doesn't require alcohol. "It's a chance for me to align with my purpose and goals for the year ahead," he explains, emphasising that this clarity would be impossible without rethinking his drinking habits.
His January is spent with clear intent: promoting a balanced lifestyle. This involves hosting events, engaging in conversations, and spearheading major brand activations. A significant milestone for Clean Co this January is its nationwide launch into Greene King pubs, a move Matthews sees as proof of a mainstream shift towards moderation.
Busting Myths and Predicting Trends for 2026
Looking ahead, Matthews predicts a major evolution in the low-and-no alcohol sector. He believes these options will soon be chosen on their own merits, not just as substitutes. Sustainability in production will also become a key driver, a principle Clean Co has embedded in its new, lighter 0.0% bottles to reduce transportation emissions.
One myth he is desperate to dismantle is the inferiority of alcohol-free cocktails. "I hate the word 'mocktail'," he states bluntly, associating it with overly sweet, simplistic drinks. He argues that modern alternatives like his own can replicate the complex taste and mouthfeel of traditional spirits, offering a sophisticated experience without the alcohol.
The Rise of 'Zebra Striping' and Remaining Challenges
Matthews is a firm advocate of the 'zebra striping' trend – alternating alcoholic drinks with non-alcoholic ones throughout a night out. "It's a brilliant reflection of how people are rethinking their approach," he says. This trend dovetails perfectly with Clean Co's philosophy, which he summarises as promoting mindful moderation rather than preaching abstinence.
Despite the sector's rapid growth, he acknowledges that the biggest technical challenge remains perfecting the depth of flavour and authentic mouthfeel that consumers expect from a premium drink. Continuous innovation, he insists, is crucial to overcoming this final hurdle.
When asked about other disruptors in the market, he praises brands like Lucky Saint and Noughty for raising the bar in beers and sparkling wines, helping to create a diverse and exciting category that benefits everyone.
