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.
Launched in 2022, Phony Negroni markets ready-to-serve non-alcoholic cocktails, including Phony Mezcal Negroni, Phony Espresso Negroni and Phony White Negroni.
In a statement, The Wine Group CEO John Sutton said 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".
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 principal and founder Steven DeAngelo, co-owner Louie Catizone and CMO Matt Catizone will remain involved in the business for six to 12 months.
The deal also includes the Amaro Falso non-alcoholic product.
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”.
The Wine Group markets a range of wine-based cocktails under brands including Cook’s and Cupcake. The company also sells non-alc wines under Cupcake and another wine brand, Chloe.
