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

27 July 2017

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.

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