CLEAN COLLECTIVE SHAKES UP AUSSIE DRINK SCENE WITH HEALTHIER ALCOHOL PREMIXES
Australia’s ready-to-drink market is about to be disrupted with the arrival of Clean Collective, a Kiwi brand known for its bold flavours and healthier approach to alcohol.
Launching today, Clean Collective is set to offer Aussies a guilt-free way to enjoy their favourite social drinks, packed with natural ingredients and none of the nasties.
Founded by Holly McGrath and Daniel Benoy in 2016, Clean Collective made its name in New Zealand as the go-to brand for health-conscious drinkers who don’t want to sacrifice taste for wellness.
The inspiration behind Clean Collective came from Holly and Dan’s experiences in their early 20s when they found that their love of socialising didn’t align with their increasing focus on health and wellness.
Fed up with the lack of healthier alcoholic options, they took matters into their own hands. With little more than savings and determination, they launched their first flavour, Mandarin & Lime Mojito, and began knocking on doors to convince liquor stores to stock it. Within six weeks, their first production run of 30,000 bottles was sold out, a testament to the appetite for a better-for-you beverage.
Clean Collective’s rapid success in New Zealand speaks for itself. Now one of the country’s leading independent liquor brands, their range is available in over 1,200 stores across New Zealand, with a loyal fanbase that bought over 10 million cans last year alone.
Despite this meteoric growth, the brand has remained true to its grassroots, family-run values. Holly’s dad and stepmum are still actively involved, ensuring that Clean Collective’s commitment to innovation and transparency remains at the heart of everything they do.
As Holly explains, expanding into Australia is a natural next step. “Australia has always been on our radar. We spotted a similar gap in the market here, but with limited resources, we focused on New Zealand first," she said.
"Now, after seven years of growth, we’re ready to take the leap and introduce Aussies to a product we’re incredibly proud of.”
Starting with NSW, Clean Collective’s products will also be available nationwide through e-commerce, making it easy for Aussies to experience their range no matter where they live.
What sets Clean Collective apart from other premix brands is its uncompromising focus on health. With no sugar, carbs, preservatives, or artificial ingredients, its drinks cater to a wide range of dietary preferences, from vegans to gluten-free.
The first products to hit Australian shelves will include Tropical Passionfruit and Mango with Vodka, refreshing Pineapple with Vodka, and the unique Pear and elderflower with Vodka—perfect for those long summer days ahead.
In an industry where transparency is often lacking, Clean Collective is one of the first alcoholic brands to display a nutritional panel on its packaging, giving consumers a clear picture of what’s inside.
“Quality and taste are everything to us,” says Holly. “We brew all our products in top breweries in New Zealand, and we have strict quality control and third-party testing to make sure every batch meets our high standards.”
Clean Collective isn’t just about selling a product; it’s about building a community of like-minded people who want to make healthier choices without compromising on fun.
“We’re confident that Aussies will love what we have to offer,” says Holly. “It’s not just about the drink — it’s about creating moments that you can feel good about.”
