The Wine Group Acquires St. Agrestis, Maker of Phony Negroni

Why It Matters

The acquisition positions The Wine Group to capture fast‑growing non‑alcoholic spirits demand and diversify beyond wine, while giving St. Agrestis access to scale and distribution that could accelerate national rollout.

Key Takeaways

• TWG acquires St. Agrestis, its non‑alcoholic Phony Negroni brand.
• 2025 sales hit ~59,000 cases, 45% on‑premise.
• St. Agrestis present in 35 markets, 4,000 venues, plus Canada/UK.
• TWG will keep Brooklyn production for a year, expand inventory.
• New non‑alcoholic spritz planned to tap carbonated aperitivo demand.

Pulse Analysis

The non‑alcoholic ready‑to‑drink (RTD) segment has become one of the fastest‑growing categories in the beverage industry, outpacing traditional beer and wine growth rates. Consumers seeking sophisticated, low‑calorie alternatives are driving demand for botanical‑forward cocktails like the Phony Negroni. By acquiring St. Agrestis, The Wine Group is betting on this trend, adding a premium, zero‑proof brand to its portfolio and signaling a strategic pivot beyond its core wine business.

St. Agrestis’s performance underscores its market relevance: roughly 59,000 cases sold in 2025, with nearly half of those transactions occurring on‑premise. Its distribution footprint spans 35 U.S. markets, 4,000 bars and restaurants, and modest footholds in Canada and the U.K. The brand’s bittersweet, botanical profile differentiates it from the sweeter RTDs that dominate shelves, appealing to a more discerning, upscale consumer. Retaining the Brooklyn production facility for at least a year ensures continuity while TWG scales inventory and introduces a non‑alcoholic spritz to capture the burgeoning carbonated aperitivo niche.

For the broader industry, the deal illustrates how legacy wine companies are diversifying to stay relevant amid shifting consumer preferences. TWG’s extensive distribution network can accelerate St. Agrestis’s national rollout, potentially pressuring smaller craft RTD producers to seek similar partnerships or scale up operations. As non‑alcoholic spirits gain mainstream acceptance, we can expect further consolidation, with larger players leveraging brand equity and logistics to dominate shelf space and on‑premise menus.

Deal Summary

The Wine Group has completed the acquisition of St. Agrestis, the maker of the non‑alcoholic Phony Negroni RTD. The deal, whose financial terms were not disclosed, expands TWG’s presence into the spirits and zero‑proof market. St. Agrestis will continue operating from its Brooklyn facility for at least a year.