The Wine Group (TWG), one of the world’s leading producers of adult beverages, has announced the acquisition of the Phony Negroni non-alcoholic product line from Brooklyn-based St. Agrestis. The deal includes the brand’s entire suite of non-alcoholic ready-to-serve (RTS) cocktails and the Amaro Falso® SKU, marking a significant strategic entry for TWG into the rapidly expanding non-alcoholic spirits sector.
The acquisition reflects a broader industry trend where legacy wine and spirit producers are diversifying their portfolios to meet the evolving "mindful drinking" habits of modern consumers.
The move to acquire Phony Negroni allows TWG to tap into a high-growth segment that has experienced more than 100% growth over the past five years. As consumers increasingly redefine their relationship with alcohol, the ability to offer premium non-alcoholic alternatives in bars, restaurants, and retail environments is becoming a critical competitive advantage.
John Sutton, CEO of TWG, stated that the acquisition is part of a long-term vision to meet consumers "where they are." By integrating a brand that successfully targets the non-alcoholic trend, TWG is positioning itself to capture revenue across both traditional and alternative beverage occasions.
Leadership and Portfolio Diversification
Launched in early 2022, Phony Negroni has rapidly ascended to become the #1 RTS 200mL bottled beverage in the U.S. non-alcoholic spirits segment. The brand currently maintains a strong presence in more than 7,000 retail and on-premise outlets, including 4,000 bars and restaurants nationwide.
The acquired portfolio features several artisanal, botanically driven variants:
🍸 Phony Negroni: The flagship organic, non-alcoholic cocktail.
🥃🌵 Phony Mezcal Negroni: A smoky, mezcal-inspired botanical blend.
☕🍸 Phony Espresso Negroni: Tapping into the viral coffee-cocktail trend.
🍸🧊 Phony White Negroni: A lighter, floral alternative to the classic profile.
🌿🍹Amaro Falso: A complex, herbal non-alcoholic aperitivo.
Influence of Italian Aperitivo Culture on US Consumption
The growth of the Phony Negroni brand is closely linked to the rising influence of Italian aperitivo culture in the United States. The Negroni format specifically is seeing high momentum among new RTS products as consumers seek out the "bitter and botanical" profiles traditionally associated with European spirits.
Helen Kurtz, TWG’s Chief Marketing Officer, noted that the brand has particularly strong appeal among younger adult consumers who value the intersection of craft quality and convenience. By preserving the product's premium ingredients and botanical complexity, TWG aims to scale the brand without diluting the artisanal credentials that led to its early success.
Transition and Scaling within the TWG Infrastructure
To ensure a seamless transition and maintain the brand’s authentic Brooklyn roots, St. Agrestis’s leadership, including founder Steven DeAngelo and partners Louie and Matt Catizone, will remain involved in the business for the near term.
The acquisition provides Phony Negroni with access to TWG’s massive distribution network and world-class marketing resources. Steven DeAngelo expressed confidence that TWG’s track record of growing global brands would "catapult" Phony Negroni to new heights. For TWG, the integration of an established market leader provides a foundational platform for future innovation in the non-alcoholic category, as the company continues to invest in strategic transactions that align with the future of the adult beverage industry.
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