USA: The Wine Group acquires Phony Negroni brand

The Wine Group, the US-based wine and spirits company, has announced the acquisition of the Phony Negroni non-alcoholic beverage line from St. Agrestis, the Brooklyn-based spirits producer.

The deal includes the full Phony Negroni portfolio, comprising the flagship Phony Negroni, Phony Mezcal Negroni, Phony Espresso Negroni, Phony White Negroni, and Amaro Falso. First launched in January 2022, the brand has established itself as a significant name in the ready-to-serve adult non-alcoholic beverage category.

This acquisition marks the first entry into the alcohol-free segment for The Wine Group, which said the move aligns with its focus on strategic innovation and increasing consumer demand for “better-for-you” beverage alternatives.

Commenting on the acquisition, 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”.

According to the company, Phony Negroni will benefit from The Wine Group’s distribution network to accelerate its growth across retail and on-premise channels in the USA. St. Agrestis will reportedly continue to focus on its remaining portfolio of craft spirits and liqueurs.

Source: The Wine Group (via Business Wire)