Xila apéritif joins The Incubator
Charter Brands’ export subsidiary, The Incubator, has welcomed Mexican apéritif brand Xila into its distribution programme.
Tasked with introducing Xila’s range to new audiences, The Incubator will focus on securing distribution agreements in Asian, European, and South American markets.
Xila joins the programme at a time when the global apéritif movement is gaining momentum.
Hillhamn Salome, owner, founder, and master distiller of Xila, commented on the brand’s partnership with The Incubator: “Over the past years, we’ve admired the work they’ve done with brands we respect and value, and we see in them a partner who shares our long-term vision for building authentic, high-quality spirits in international markets.
“Their reputation for nurturing brands with care, creativity, and consistency resonated strongly with us. We’re not looking for just any distribution – we’re looking for the best partner to take Xila to the best places, the best bars, and the best markets. Someone who shares our vision and isn’t afraid to spice things up.”
Salome continued: “With The Incubator programme, we believe we’ve found exactly that. For us, this partnership is not just about growth; it’s about aligning with people who believe in the story, culture, and craftsmanship behind Xila and can help bring it to new audiences worldwide. We’re excited for what’s ahead.”
Bottled at 20% ABV, Xila is made from seven ingredients, including Espadín agave from Oaxaca, hibiscus and lavender flowers grown in Mexico City, caramelised pineapple, ancho chilli, cloves, black pepper and cinnamon.
Said to be positioned at the crossroads of two thriving categories – apéritifs and agave spirits – Xila caters to the rising demand for craft, low-alcohol beverages.
The apéritif can be enjoyed in cocktails, such as a Spritz, or over ice.
Ana Lomba, coordinator at The Incubator, said: “From the very first moment, I fell in love with the brand – its story, its values, and its powerful vision.
“It’s a real pleasure to collaborate with a brand that represents craftsmanship, culture, and authenticity, all led with purpose and heart, and we’re excited to help amplify their journey.”
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