7 Things You Should Know About St. Agrestis, the Brand Behind the Rapidly Growing Phony Negroni

Key Takeaways

• Phony Negroni sales grew 165% from 2023 to 2025
• On‑premises accounts generate 45% of brand revenue
• The Wine Group bought St. Agrestis in April 2026
• Products are marketed as ready‑to‑serve, not RTD
• Portfolio includes five Phony cocktails and a non‑alcoholic amaro

Pulse Analysis

The non‑alcoholic beverage market has accelerated as consumers seek sophisticated alternatives to traditional spirits. St. Agrestis capitalized on this trend by abandoning its original 30‑percent‑ABV amaro and launching a line of zero‑proof cocktails that mimic classic recipes. The Phony Negroni, introduced in 2022, quickly became a flagship product, driving a 165 percent volume increase and earning industry accolades, which underscores the brand’s ability to translate cocktail culture into a sober‑curious format.

What sets St. Agrestis apart is its ingredient‑first approach. Rather than simply diluting existing spirits, the team blended 33 botanicals to recreate the bitter‑sweet balance of a traditional Negroni, adding sugar for body and carbonating with CO₂ and nitrogen to simulate the texture of alcohol. This meticulous formulation delivers a mouthfeel and flavor depth that resonates with bar patrons, allowing the drinks to be poured as ready‑to‑serve (RTS) cocktails rather than generic ready‑to‑drink (RTD) mixers. The result is a premium, pour‑ready product that fits seamlessly into on‑premises service.

The brand’s rapid growth attracted The Wine Group, which acquired St. Agrestis in April 2026 to bolster its presence in the fast‑growing zero‑proof segment. Maintaining Brooklyn production for at least a year, the new owner plans to broaden the line with bottled spritzes while leveraging the brand’s strong on‑premises distribution, which already accounts for nearly half of sales. This acquisition highlights how legacy alcohol distributors are diversifying portfolios, and it signals that premium non‑alcoholic cocktails will play an increasingly central role in both bar menus and consumer shelves.