When Vogue Williams announced she’d stopped drinking, it wasn’t just another celebrity wellness trend—it was a quiet revolution in her home, sparked by the person she shares her life with: Spencer Matthews. The Irish television presenter and model didn’t cite a health scare, a rehab stint, or a New Year’s resolution. She pointed to one thing: her husband’s choice. "My husband Spencer Matthews inspired me to cut out alcohol after going teetotal again," she told her.ie in late 2023. And that simple sentence changed everything—for her, for their marriage, and now, for the alcohol-free beverage market.
From Personal Choice to Business Venture
Spencer Matthews, the British aristocrat and Made in Chelsea star, didn’t just quit drinking—he built a brand around it. His decision to return to teetotalism, after previous periods of sobriety, led directly to the founding of CleanCo, an alcohol-free spirit company with no parent corporation. "The decision to quit drinking prompted me to launch an alcohol-free spirit brand, CleanCo," he told Hello Magazine. It wasn’t a side hustle. It was a calling. And it came with emotional weight. Matthews described the process as making him "emotionally vulnerable," a phrase that lingers longer than any marketing slogan.What’s remarkable isn’t just that he started a company—it’s that he did it without a roadmap. No venture capital pitch decks. No focus groups. Just raw personal transformation turned product. CleanCo’s formulations remain undisclosed, its manufacturing location unmentioned, its sales figures absent from every report. Yet it’s already carving space in a crowded market of mocktails and zero-proof gin. Why? Because it’s tied to a real story. A real man. A real choice.
The Non-Negotiable Rule
Behind closed doors, the Matthews household operates under a rule neither publicist nor journalist could fully articulate—but both sources confirmed its existence. Hello Magazine noted that Williams enforces a "non-negotiable rule" within their marriage regarding alcohol. We don’t know if it’s "no drinking at home," "no social drinking," or "no alcohol on dates." But we know this: it’s absolute. And it’s not a suggestion. It’s a boundary.That’s the quiet power of this story. It’s not about willpower. It’s about partnership. Williams didn’t decide to quit because she saw a trend. She quit because her husband did—and because their relationship demanded alignment. In a world where celebrity sobriety is often performative, this feels different. It’s intimate. It’s mutual. It’s the kind of change that doesn’t need a hashtag.
Why This Matters Beyond the Spotlight
The non-alcoholic beverage market hit $2.3 billion globally in 2023, according to Euromonitor, with growth fueled by Gen Z and millennial consumers seeking wellness without sacrifice. But most brands in this space rely on sleek packaging and influencer collabs. CleanCo stands apart because it’s rooted in vulnerability, not aesthetics. Matthews didn’t launch it to sell bottles—he launched it because he needed to make sense of his own change.Williams’ decision mirrors a broader cultural shift. More people are redefining what "celebration" means. No longer must a toast involve a glass of wine or a cocktail. The ritual can live in sparkling water with rosemary, in a zero-proof gin and tonic, or in simply saying "I’m good," without apology.
What’s more, this isn’t a temporary phase. Matthews’ previous sobriety stints didn’t lead to a business. This one did. That suggests depth. Commitment. A turning point. And Williams’ alignment with his journey signals something deeper than peer influence—it’s emotional resonance.
What’s Next for CleanCo and the Matthews’ Movement?
No one knows if CleanCo will expand into retail chains, if Williams will become a brand ambassador, or if the couple will speak publicly about their sobriety journey again. The sources offer no timeline, no expansion plans, no financial data. But that’s not the point. The power lies in the quiet consistency of their choices.Matthews didn’t wait for a perfect moment to launch CleanCo. He didn’t need market research. He just built something that reflected his truth. And Williams didn’t wait for a magazine feature to stop drinking. She did it because it mattered to her, and to them.
There’s no grand finale here. No dramatic rehab arc. Just two people choosing, day after day, to show up differently—for themselves, and for each other.
Frequently Asked Questions
How did Spencer Matthews’ sobriety lead to CleanCo?
After returning to teetotalism, Spencer Matthews felt a gap in the market for authentic, non-alcoholic spirits that didn’t mimic traditional alcohol. He launched CleanCo as a direct response to his own journey, creating products rooted in flavor and intention rather than marketing hype. Unlike many brands in the space, CleanCo emerged from personal need, not investor pressure.
What’s the "non-negotiable rule" in Vogue Williams and Spencer Matthews’ marriage?
While the exact wording hasn’t been disclosed, multiple reports confirm the couple shares a strict, unwavering boundary around alcohol consumption. It’s believed to mean no drinking in their home or during shared social events, reinforcing their mutual commitment to sobriety. This rule isn’t punitive—it’s protective, ensuring their personal growth remains aligned.
Is Vogue Williams the first celebrity to quit drinking because of her partner?
No, but her case stands out because it’s tied directly to a business launch. Other celebrities have cited partners as inspiration, but few have seen their partner’s sobriety trigger a commercial venture that becomes part of their shared identity. CleanCo transforms personal change into public impact, making this more than a lifestyle shift—it’s a legacy project.
Why is CleanCo different from other alcohol-free brands?
Most mocktail brands focus on aesthetics or celebrity endorsements. CleanCo’s origin story is its differentiator: it was born from emotional vulnerability, not market trends. Matthews didn’t create it to sell—it was created to make sense of his own change. That authenticity resonates with consumers tired of performative wellness and looking for substance behind the label.
Did Vogue Williams drink heavily before quitting?
The sources don’t specify how much she drank or for how long. What’s clear is that her decision wasn’t driven by negative consequences, but by positive alignment. She didn’t quit because she had a problem—she quit because her husband’s choice gave her a new way to live. That’s a powerful distinction often missed in celebrity sobriety narratives.
Will CleanCo expand beyond the UK?
No official plans have been announced. CleanCo currently operates as a direct-to-consumer brand, likely shipping within the UK and Ireland based on the couple’s location and media coverage. Without disclosed funding or retail partnerships, expansion remains uncertain—but its cultural footprint is already growing through the authenticity of its founders’ story.