Exclusive: The Wine Group Acquires ‘Phony Negroni’ Maker St. Agrestis

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.