The Wine Group Expands Portfolio with Acquisition of Phony Negroni® Non-Alcoholic Brand
The Wine Group LLC (TWG), one of the world’s largest producers of wine and adult beverages, has announced the acquisition of the Phony Negroni® non-alcoholic beverage portfolio from St. Agrestis, a Brooklyn, New York-based producer known for its Italian-inspired drink offerings. The deal reflects TWG’s continued push to expand its presence in the fast-growing non-alcoholic beverage segment, as consumer preferences increasingly shift toward moderation, wellness, and alternative drinking experiences.
Founded in Brooklyn, St. Agrestis has built a strong reputation for crafting premium beverages rooted in Italian aperitivo traditions. Its portfolio, which includes both alcoholic and non-alcoholic products, is distributed across more than 7,000 retail locations and on-premise venues throughout the United States. The company’s success has been driven by its ability to merge traditional flavor profiles with modern convenience, appealing to a wide range of consumers seeking elevated drinking experiences without the alcohol content.
At the center of the acquisition is the Phony Negroni® line, a collection of non-alcoholic ready-to-serve (RTS) cocktails designed to replicate the complexity and balance of classic Negroni-style drinks. Made with carefully selected botanicals and premium ingredients, the range includes several variations such as Phony Negroni®, Phony Mezcal Negroni®, Phony Espresso Negroni®, and Phony White Negroni®. The transaction also includes Amaro Falso®, another non-alcoholic offering inspired by traditional Italian amaro.
The acquisition underscores TWG’s broader strategy of investing in both innovation and strategic partnerships to stay aligned with evolving consumer behaviors. According to John Sutton, Chief Executive Officer of TWG, today’s beverage consumers are redefining not only what they drink, but also how, when, and where they consume beverages. This shift has prompted the company to diversify its portfolio beyond traditional wine offerings and into adjacent categories that offer growth potential.
Sutton noted that St. Agrestis has successfully tapped into the rising demand for non-alcoholic beverages, particularly with the Phony Negroni brand, which has quickly become a standout product in the category. He emphasized that the addition of Phony Negroni complements TWG’s existing portfolio and enhances its ability to serve consumers across multiple occasions—whether in bars, restaurants, or at home—regardless of whether they prefer alcoholic or non-alcoholic options.
Launched in January 2022, Phony Negroni has rapidly gained traction in the marketplace. It currently holds the position as the number one ready-to-serve 200mL bottled beverage in the non-alcoholic spirits segment, a testament to both its quality and its resonance with consumers. The product is widely available across the United States, distributed through both major retail chains and independent outlets. In addition, it has established a strong presence in the on-premise channel, with availability in more than 4,000 bars and restaurants nationwide.
The brand’s success is closely tied to the broader resurgence of the Negroni cocktail, which originated in Italy in the early 20th century. In recent years, the Negroni has experienced a surge in popularity in the United States, particularly within the ready-to-serve cocktail category. This trend is part of a larger cultural shift, as Italian aperitivo traditions—centered around pre-meal social drinking and light, flavorful beverages—continue to influence American consumers.
At the same time, the non-alcoholic spirits segment has seen remarkable growth, expanding by more than 100% over the past five years. This rapid expansion has been fueled by a combination of health-conscious lifestyles, changing social norms, and a growing interest in premium, alcohol-free alternatives that do not compromise on taste or experience. Within this context, Phony Negroni is well-positioned to sustain its momentum and capture an even larger share of the market under TWG’s ownership.
Helen Kurtz, Chief Marketing Officer at TWG, highlighted the brand’s strong appeal among younger adult consumers, who are increasingly drawn to products that combine craftsmanship with convenience. She noted that Phony Negroni occupies a unique space at the intersection of these two attributes, offering a sophisticated drinking experience in a ready-to-serve format.
Kurtz also emphasized the importance of maintaining the brand’s authenticity and quality as it scales. She described the Phony Negroni lineup as vibrant and compelling, with a strong commitment to delivering a product that stays true to the traditional cocktail experience. TWG plans to leverage its extensive distribution network and marketing capabilities to expand the brand’s reach while preserving the characteristics that have made it successful.
To ensure a smooth transition and continuity for customers, St. Agrestis’s leadership team will remain involved in the business in the near term. Founder Steven DeAngelo, along with key team members Louie Catizone and Matt Catizone, will continue to support the brand as it enters its next phase of growth.
DeAngelo reflected on the company’s journey, expressing pride in what the team has achieved. He noted that, despite being a relatively small operation, St. Agrestis was able to establish Phony Negroni as a leading brand in the competitive and rapidly evolving non-alcoholic beverage category. He also expressed confidence in TWG’s ability to take the brand to new heights, citing the company’s proven track record of building and scaling world-class beverage brands.
The acquisition represents a significant milestone for both companies. For TWG, it marks another step in its efforts to diversify and future-proof its portfolio in response to changing market dynamics. For St. Agrestis, it provides an opportunity to accelerate the growth of its flagship non-alcoholic brand with the backing of a global industry leader.
As the beverage industry continues to evolve, transactions like this highlight the increasing importance of non-alcoholic offerings as a core component of modern portfolios. With strong consumer demand, favorable market trends, and strategic backing from TWG, Phony Negroni appears poised to play a central role in shaping the future of the non-alcoholic cocktail segment.
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