St. Agrestis Launches Phony Negroni in United Kingdom: The Brooklyn-based, Italian-inspired Negroni company brings their category leading non-alcoholic Negroni to London

BROOKLYN, NY (April 14, 2025) - St. Agrestis, the Italian-inspired spirit, cocktail and non-alcoholic producer based in Brooklyn, New York, announces the launch of their first major European market, the United Kingdom. Three years after launching the Phony Negroni®, the award winning non-alcoholic cocktail has become an innovator in the NA movement and a staple in thousands of bars, restaurants and retailers across the US. Replicating the same botanical and herbal flavors that define a traditional Negroni, the St. Agrestis Phony Negroni was the first non-alcoholic take on the classic cocktail when it debuted in 2022. After years of inbound inquiries about the availability of the St. Agrestis Phony Negroni in England, the brand has partnered with London-based DrinksOne to bring their non-alcoholic offering to the United Kingdom.

“We have been humbled to receive so many love letters from English fans of the Phony Negroni, asking when they would be able to find our non-alcoholic Negroni closer to home,” says St. Agrestis Co-Owner Louis Catizone. “From beverage professionals to Negroni lovers looking for an alternative without the alcohol, the Phony Negroni has clearly resonated with a European audience.  

With a strategic approach, St. Agrestis believes that the United Kingdom will be the gateway to a broader European fanbase. Given the importance of the European drinks market, St. Agrestis has appointed Travis Pedley to oversee their European sales efforts. Originally from the UK, Travis was based in the US for over a decade, running extensive beverage programs and working in distribution, before returning to Europe in 2023. During his tenure in American distribution, Travis focused on craft brands and oversaw the successful Phony Negroni launch in Washington D.C.

“Travis immediately understood the potential of the Phony Negroni when it debuted in Washington D.C.,” says Catizone. “With Travis’s support, the initial Phony Negroni quickly sold out in the market, having us rush more pallets down to D.C. Our initial disappointment in loosing Travis as our representative stateside has been replaced with excitement for his expertise and partnership in our European launch.”

DrinksOne brings together decades of UK beverage experience with a unique ability to penetrate on-premise, off-premise and e-commerce. “Together with Travis, we believe DrinksOne will help make this new market debut our most important since the Phony Negroni’s introduction back in 2022,” says Catizone.

Across the US, the St. Agrestis Phony Negroni has achieved category leading success and accolades. With a focus on fine dining, quality cocktail bars and boutique retail, the St. Agrestis non-alcoholic portfolio spread organically from its official launch in the Summer of 2022. Built on the reputation of being beloved by bartenders and Negroni lovers, the Phony Negroni will utilize the same strategy of concentrating on on-premise when expanding in the United Kingdom. Together, St. Agrestis and DrinksOne will focus on the flagship Phony Negroni for the initial rollout, with plans to add line extensions over time.

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About St. Agrestis:

Brooklyn has always pushed the creative boundaries, and St. Agrestis is no different. They believe the only way to ensure the highest degree of quality is to create it. Producing hand-made natural spirits and award-winning non-alcoholic beverages, including their Non-Alcoholic Phony Negroni ®, using old world methods, St. Agrestis is made for the modern drinker.