The Wine Group Acquires Phony Negroni® Non-Alcoholic Brand

Award-Winning Non-Alcoholic Aperitivo Line Expands TWG’s Presence in the Next Generation of Drinking

RIPON, Calif.--(BUSINESS WIRE)--The Wine Group LLC (TWG), one of the world’s leading producers of wine and adult beverages, announced today that it has acquired the popular Phony Negroni® non-alcoholic beverage line from St. Agrestis.

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.”

Phony Negroni – #1 Non-Alc Bottled RTS Cocktail

Launched in January 2022, the Phony Negroni brand is already the #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.

Originating in Italy in the early 20^th century, the Negroni cocktail is experiencing high growth momentum among U.S. new RTS products² as Italian aperitivo culture continues to shape U.S. consumer preferences. Additionally, the U.S. Non-Alc Spirits ​segment has experienced more than 100% growth over the past five years³, making Phony Negroni well-positioned for continued momentum – both at retail and on premise.

“Phony Negroni has strong appeal among younger adult consumers, positioned at the intersection of craft and convenience,” said Helen Kurtz, TWG’s Chief Marketing Officer. “The Phony Negroni 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.”

To support a successful transition and seamless customer experience, St. Agrestis’s founder and its leaders — Steven DeAngelo, Louie Catizone, 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 Steven DeAngelo, Principal and Founder of St. Agrestis. “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 The Wine Group'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."

About The Wine Group

The Wine Group (TWG) is a leading producer of award-winning wines and adult beverages across 125+ brands. With operations in California, New York and Australia, TWG is an innovator in developing and marketing brands beloved by consumers globally, including Meiomi, Woodbridge, Robert Mondavi Private Selection, Cupcake, Franzia, Cook’s, Benziger, Imagery, Tribute, Chloe, 7 Deadly, Cooper & Thief, and more. The company uses sustainable production practices to create delicious beverages that consumers can feel good about. Learn more at www.thewinegroup.com.

Sources: ¹ Mintel, negroni.org; ² Circana Scan Calendar Year / Mintel 2025; ³ Circana MULO+C Data thru 3/1/2026