Wine Group Acquires Phony Negroni

Wine Group said it acquired the  Phony Negroni non-alcoholic beverage line from St. Agrestis. Terms weren't disclosed.

Established in Brooklyn, NY, the St. Agrestis portfolio offers Italian-inspired beverages found in over 7,000 retail and on-premise outlets across the U.S.  

Phony Negroni is a line of non-alcoholic Ready-to-Serve (RTS) cocktails crafted using premium ingredients and botanicals. Current flavors include 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 their 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.”

Launched in January 2022, the Phony Negroni brand is already the No. 1 RTS 200mL bottled beverage in the Non-Alc Spirits segment¹. Found in both chain and independent retailers nationwide, Phony Negroni is also a popular on-premise offering currently carried in more than 4,000 bars and restaurants across the U.S.