The Wine Group, one of the world’s leading producers of wine and adult beverages, has acquired the Phony Negroni non-alcoholic beverage line from St. Agrestis to expand its presence in the growing non-alcoholic spirits category.
The Phony Negroni brand, launched in January 2022, is already the number one ready-to-serve 200mL bottled beverage in the non-alcoholic spirits segment and is carried in more than 4,000 bars and restaurants across the U.S. Current flavors include the original Phony Negroni, Phony Mezcal Negroni, Phony Espresso Negroni, and Phony White Negroni, with the acquired portfolio also including Amaro Falso. The U.S. non-alcoholic spirits segment has experienced more than 100% growth over the past five years. St. Agrestis founder Steven DeAngelo and company leaders will remain involved in the business for the near term to support a successful transition. Financial terms were not disclosed.
KEY QUOTES:
Today’s consumers continue to redefine how, where, and why they enjoy beverages. 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.
John Sutton, CEO, The Wine Group
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.
Steven DeAngelo, Principal and Founder, St. Agrestis
