Today, leading New Zealand better-for-you RTD brand Clean Collective has officially launched into the Australian market after seven years of successful operations in its country of origin. To begin with, three flavour options will be made available: Tropical Passionfruit and Mango with Vodka, Pineapple with Vodka, and Pear & Elderflower with Vodka.
“As Kiwis with a business, Australia has always been on our radar as a promising market,” said Holly McGrath, who founded Clean Collective alongside Daniel Benoy when in their early 20s.
“We started the business there about seven years ago, and it was a very organic kind of thing: we were in our early 20s, we were at that typical age where you're drinking a lot with your friends and socialising, but also becoming a lot more aware of your nutrition.
“We'd seen this kind of health wave move through grocery, and at the time in the premix space, it was literally options like Vodka Cruiser, KGB, Smirnoff Ice. Everything was really high sugar, full of artificial additives. From a branding and marketing perspective, it was heavily masculine… We found ourselves looking for a product that was zero sugar or just healthier, I guess, and also spoke to me personally as a female.”
Clean Collective has risen to become one of New Zealand’s leading independent liquor brands and has attained ranging across more than 1,200 stores. In 2023, the company sold over 10 million cans.
“In New Zealand, under the Clean Collective banner, we have over 20 SKUs, but we have cherry-picked a few to bring over to Australia,” said McGrath.
“Every single product in the Clean Collective range is not only zero sugar/zero carbs, but we have no preservatives, we're vegan, we're gluten free, we've used natural ingredients, and that has not shifted the whole entire time.”
Clean Collective officially launches to market today, with each of the three initial flavours retailing for $20 per 4-pack or $50 per mixed 12-pack.
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