Xeco Fino launches in UK and enlists help of UK on-trade

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Drinks: Drinks, Fortified, Wines

Sherry is doing its utmost to shake off the ‘granny’s favourite tipple’ label, helped in no small part by Fluid Movement’s recently opened Sack Bar and other sherry-dedicated dens across the UK.

Xeco Wines, a start-up created by a team of ‘Fino Fiends’ – Beanie, Alexa and Polly – is trying to do its part to shake up the sherry category and get a slice of the aperitif scene.

The first release by Xeco Wines will be a dry fino made using ‘some of the finest’ Palomino grapes, aged in American oak casks at Diez Merito, a Bodega established in 1876.

Pale and golden, Xeco Fino is light and fresh on the palate, with Umami and a hint of salinity. The Fino Fiends suggest it served straight up and fridge-cold, or within any number of serves. From the simple Xeco Fino with fresh lemonade, or a generous glug of tonic.

The brand is working closely with the on-trade to uncover the perfect serve. The likes of Swift and Sweet & Chilli Group have been playing with the fino to create a selection of ‘classic and quirky’ cocktails.

The packaging is said to be a nod to the story of sherry’s rise to popularity, and the Anglo-Spanish connection. The history buff will identify historic characters from England and Spain, including Henry VIII, Catherine of Aragon, Shakespeare and Cervantes. The neon graffiti art is a far cry from the traditional, granny’s favourite, packaging.

Xeco Fino will be available from Master of Malt from August, RRP £15.99 – £16.99.

About Author

Holly Motion

Holly is the newest addition to Imbibe team. With just over three years’ global drinks writing experience, the UK on-trade now has her undivided attention. She's partial to a Bramble or a peated whisky, and says the list of wine favourites is far too long to list. She's in the right place.

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