July 23, 2018

XECO aims to reinvigorate the sherry category

This summer, the liquid too-often denounced as ‘granny’s favourite tipple’ is set for a total reinvention. Meet XECO Wines – an ambitious and contemporary start-up that is about to shake up the undervalued sherry category by taking it into the aperitif scene. 

XECO Wines is headed up by a team of passionate ‘Fino Fiends’ – Beanie, Alexa and Polly – who share a mutual love of sherry, a drink loved by Spanish and English alike since the 12th Century. However, with exports less than one fifth of what they were in 19791, XECO Wines wants to bring sherry out of grandma’s cupboard and into wine bars and onto cocktail menus across the UK by launching an eye-popping and modern brand of sherry wines.

The first XECO Wines release will be a crisp and refreshing dry Fino sherry made using some of the finest Palomino grapes from Jerez, and aged biologically in American oak casks for a minimum of four years at Diez Merito, a Bodega established in 1876. The pale golden wine is light and fresh on the palate, with dainty savoury ‘Umami’ aromas and a hint of salinity. 

XECO Fino is delicious served straight up and fridge-cold, or within any number of mouth-watering serves. From the simple XECO Fino with fresh lemonade or a generous glug of tonic, up to more complex concoctions, XECO is proving sherry to be one of the most versatile liquids out there. 

The brand is working with a number of renowned bartenders from the likes of Swift and Sweet & Chilli Group to uncover the perfect serve, and develop a selection of classic and quirky cocktails that sherry lovers can make at home. This, topped off with its naturally low-alcohol and low-calorie credentials, makes XECO the perfect aperitif choice for summer sipping.  

XECO Wines’ disruptive packaging nods to the story of sherry’s rise to popularity, and the ancient English-Spanish connection. Mixing historic characters from England and Spain – including Henry VIII, Catherine of Aragon, Shakespeare and Cervantes – with neon graffiti art, this stylish design sets it apart from the traditional ‘old-world’ labelling of many sherries on the market.

XECO Wines launched to consumers via a playful Indiegogo campaign with an ambitious target this month, after which the Fino will be available via Master of Malt (with more stockists to follow). An Amontillado will be available later in Autumn 2017, and there are other styles in development.

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