Overview: In a move that underscores the growing demand for non-alcoholic beverages, The Wine Group has acquired St. Agrestis, a leading brand of non-alcoholic ready-to-drink spirits. With its portfolio of zero-proof and alcoholic RTD aperitivos and Negronis, St. Agrestis has established itself as a major player in the burgeoning market for non-alc drinks.
The Full Story
According to Helen Kurtz, chief marketing officer at The Wine Group, the acquisition marks its first significant foray into the spirits sector. However, it’s clear that TWG has been eyeing St. Agrestis for some time – talks between the two parties began around a year ago. “There is huge growth in non-alc right now,” Kurtz notes, citing the rapidly expanding market share of zero-proof and low-alcohol beverages.
St. Agrestis’s explosive growth has been driven by its widespread on-premise presence, with approximately 4,000 bars and restaurants currently carrying its products. The brand also boasts a significant direct-to-consumer (DTC) sales channel, accounting for 25% of total sales in 2025. On-premise transactions accounted for 45%, while retail comprised the remaining 30%. Kurtz highlights St. Agrestis’s loyal consumer base as a key factor in its success.
While The Wine Group has not disclosed the transaction sum, it’s clear that TWG sees significant potential in expanding St. Agrestis’s reach and offerings. Following the acquisition, production will remain at Brooklyn facility for one year before moving to a larger location. Co-owner Matt Catizone will maintain his role for at least one year.
Production & Profile
The Phony Negroni, St. Agrestis’s flagship product, is a bittersweet and botanical riff on the classic cocktail. Unlike many RTD offerings that cater to drinkers with sweet tooth, the Phony Negroni invites a more worldly audience with its complex flavor profile. Kurtz notes that whereas much of the market is geared towards fruit-forward palates, St. Agrestis’s products tend to appeal to customers willing to pay a premium for high-quality ingredients.
The company plans to grow its inventory and widen its market presence through strategic partnerships and distribution deals. A new RTD non-alcoholic spritz will also be added to the portfolio in an effort to capitalize on growing demand for carbonated, aperitivo-based cocktails.
Brand & Industry History
St. Agrestis was founded by Matt Catizone and his co-owners Louie Catizone and Steven DeAngelo, who purchased the company from its previous owners in 2017. The acquisition marks a new chapter for St. Agrestis as it becomes part of one of the largest wine suppliers in the US.
The Wine Group’s entry into the spirits sector is significant not only because of its size and resources but also due to its commitment to expanding the market reach and offerings of acquired brands like St. Agrestis. Kurtz emphasizes that The Wine Group plans to “double down on St. Agrestis’s well-established on-premise presence” while expanding into retail shops and continuing DTC sales.
What This Means
The acquisition marks a turning point for the non-alcoholic spirits market, which has experienced rapid growth in recent years. The Wine Group’s entry into this space underscores its commitment to innovation and expansion beyond traditional wine offerings.
The deal also highlights the importance of strategic partnerships and distribution deals in driving market share gains. Kurtz notes that The Wine Group can leverage its network of distribution partners to increase St. Agrestis’s presence in new markets.
Consumer Takeaway
For consumers, this acquisition means increased access to high-quality non-alcoholic beverages from a brand with an established reputation and loyal following. As The Wine Group expands St. Agrestis’s reach and offerings, customers can expect to see the company’s products popping up at their local businesses.
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