The Wine Group has acquired the Phony Negroni non-alcoholic cocktail line from Brooklyn-based drinks maker St. Agrestis,
The financial terms of the deal were not disclosed.
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In a statement, The Wine Group CEO John Sutton said the company is “focused on investing in the future through strategic business transactions and in-house innovation”.
Phony Negroni “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”, Sutton added.
Launched in 2022, the Phony Negroni range comprises a line of ready-to-serve non-alcoholic cocktails, including Phony Mezcal Negroni, Phony Espresso Negroni and Phony White Negroni. The deal also includes the Amaro Falso non-alcoholic product.
Phony Negroni products are distributed through chain and independent retailers across the US and are listed in more than 4,000 bars and restaurants, The Wine Group said.
The brand has a “very small international presence”, its new owner told Just Drinks.
St. Agrestis founder Steven DeAngelo and executives Louie Catizone and Matt Catizone will remain involved in the business for six to 12 months.
Production will continue at St. Agrestis’s Brooklyn facility for one year following the completion of the transaction, The Wine Group confirmed.
In the statement, Helen Kurtz, The Wine Group’s chief marketing officer, said the company plans to “scale the brand to reach more consumers” as it has “strong appeal among younger adult consumers, positioned at the intersection of craft and convenience”.
