Xeco Wines has appointed Tortuga Brands as its exclusive UK distributor.

The contemporary sherry brand was launched in September 2017 by Beanie Geraedts-Espey, Alexa Keymer and Polly Alwin-Foster, who share the common goal of wanting to reinvigorate the sherry category. Xeco has been working with a family-owned Bodega in Jerez, established in 1876, to create a Fino and an Amontillado.

Geraedts-Espey, director and co-founder, said: “We are thrilled to announce our appointment of Tortuga Brands. This is an exciting time for Xeco Wines as we continue to grow following our initial soft launch phase in late 2017. We are looking forward to working with the team and feel their expertise and passion for the category is what is required to help us increase our presence within the on and off-trade.”

Tortuga Brands was established by a team that includes managing director Gary Hazell and board director Peter Davie. The company represents spirits clients in the on and off trade in the UK.

Hazell said: “We are delighted to announce that we have been appointed to represent Xeco and manage their sherry portfolio. We share their passion for the brand and category, finding the all-female team of beanie, Alexa and Polly inspirational. I feel sure that the team will innovate the Sherry category and draw new drinkers and serves to the market.

“We embrace the challenge and 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.”