Entrepreneur Spencer Matthews, creator and CEO of non-alcoholic spirts brand CleanCo, has partnered with new Demeter & Co to bring his spirits to the USA.

Plans for the US launch includes a deal with Southern Glazer’s, the USA’s largest drinks distributor, which will launch the brand across seven states next month.

As part of the expansion, CleanCo is now targeting sales of 50,000 nine-litre cases across the UK and USA this year.

Although not taken seriously by some due to his being on a reality TV series, he has shown to have a Midas touch in property investment and with CleanCo. By strong marketing and face recognition, no one has brought low-to-no alcoholic spirits to the attention of UK consumers the way that he has.

“The No/Low alcohol industry is embarking on a major revolution driven by a large and growing consumer audience,” Matthews said. 

“There’s this incredible surge of global cocktail lovers seeking to moderate their drinking habits to be healthy, happy and connected. In the US, our research found that one in five premium spirits drinkers sought a way to moderate while still enjoying the cocktails they love.”

Demeter & Co was founded by Jim Clerkin, former CEO of Moët Hennessy North America, and Jeff Menashe, founder and CEO of alcohol industry investment bank Demeter Advisory Group.

According to a press release, the new company aims to scale digital-first beverage businesses globally and has selected CleanCo as the first brand in its portfolio.

Matthews, 33, worked as a city trader before finding fame at £50 a day on E4’s series Made In Chelsea in 2011.

According to The Sun, his CleanCo grew by 700 per cent in last year’s lockdown. Its shares are now worth £28million.