The Wine Group snaps up Phony Negroni non-alc RTDs
Producer St Agrestis has sold its Phony Negroni non-alcoholic beverage line to The Wine Group (TWG) for an undisclosed sum.
Based in Brooklyn, New York, St Agrestis offers Italian-inspired beverages and is listed in more than 7,000 retail and on-trade outlets across the US.
Its ready-to-serve (RTS) non-alcoholic cocktail line includes the flagship Phony Negroni, Phony Mezcal Negroni, Phony Espresso Negroni, and Phony White Negroni.
The acquired non-alcoholic portfolio also includes Amaro Falso.
“At TWG, we remain focused on investing in the future through strategic business transactions and in-house innovation because today’s consumers continue to redefine how, where, and why they enjoy beverages,” said John Sutton, CEO at TWG.
“St. Agrestis successfully targeted the non-alcohol trend with its popular Phony Negroni non-alc cocktails. The brand fits perfectly within our portfolio as we continue to meet consumers where they are – whether they want to enjoy an alc- or non-alc beverage at a restaurant, bar, or at home.”
According to Mintel data, Phony Negroni is the number-one 200ml bottled beverage in the non-alcoholic spirits segment.
The RTS cocktail is served in more than 4,000 US bars and restaurants.
“Phony Negroni has strong appeal among younger adult consumers, positioned at the intersection of craft and convenience,” added Helen Kurtz, TWG’s chief marketing officer. “The lineup is vibrant and compelling, delivering outstanding product quality and staying true to the traditional cocktail experience. We’re excited to scale the brand to reach more consumers while preserving what makes it special.”
St Agrestis’s founder, Steven DeAngelo, and its leaders, Louie and Matt Catizone, will remain involved in the business for the near term.
“I’m very proud of what we have accomplished here at St Agrestis,” said DeAngelo. “As a small but dynamic team, we defied the odds by establishing Phony Negroni as a clear leader in the growing adult non-alcoholic beverage category.
“We are very excited to see TWG’s long-term vision for the brand come to fruition and feel that their impressive track record of growing large, world-class brands will catapult the Phony Negroni to new heights in its next chapter.”
TWG took on several wine labels from Constellation Brands in April 2025.
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