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XECO Wines appoints Tortuga Brands as UK distributor

Published:  27 June, 2018

Newly formed sherry brand XECO Wines has appointed Tortuga Brands as its exclusive UK distributor with sole responsibility for its sales and marketing.

The distributor said chief among its goals since taking on the brand is to ‘disrupt’ the category by encouraging drinkers to try sherry in a wider array of serves.

“We look forward to developing the category with XECO’s innovative presentation and vision to get people drinking Fino, not only over ice, but with mixers,” said Tortuga MD Gary Hazell.

“We’re delighted to announce that we have been appointed to represent XECO Wines and manage their sherry portfolio. I feel sure that the team will innovate the sherry category and draw new drinkers and serves to the market.”

XECO Wines was soft launched in September 2017. The range currently comprises a Fino and an Amontillado, made using Palomino grapes in a family owned bodega in Jerez which has been producing sherries since 1876.

“This is an exciting time for XECO Wines as we continue to grow following our initial soft-launch phase,” said XECO director and co-founder of Beanie Geraedts-Espey.

“We’re looking forward to working with the team and feel their expertise and passion for the category is what’s required to help us increase our presence within the on and off-trade.”

XECO is not the only player looking to shake up the sherry sector. In May, Harpers revealed that winemaker Gonzalez Byass was gearing up for the launch of a duo of vintage sherries.

The move is a break from sherry making tradition, which requires wines of different vintages to be blended together using the solera method. Commentators suggest the move could broaden sherry’s appeal.

“Other fine wines tend to have an advantage, with the new vintage release offering consumers a fresh story each year,” said group head of wine at Michelin starred restaurant Hakkasan Christine Parkinson.

“It’s hard for sherry, which is mainly a ‘non-vintage’ product, and very consistent over the years, to find opportunities to say something new.”