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Hot and spicy Xilli spirit launched in London

Creative agency Sedley Place has created the launch identity for Woodland Radicle Brands’ newest brand Xilli, a spirit drink that “re-ignites Aztec traditions and flavours”.

The cornerstone of the new identity is a design based on the ancient Aztec calendar stones with a sun god at the centre. The motif, which was especially drawn by the Sedley Place team, sits on the centre of the bottle. Under it sits the brand name drawn in a uniquely created script.

Xilli (pronounced chilli) is a spirit infused with a blend of spicy cayenne peppers, hot habanero chillies and a generous dash of tequila.

Burning brightly on the face of the bottle is a design based on the ancient Aztec calendar stones with a sun god at the centre.

Steve Wilson, co-founder of Woodland Radicle Brands, comments: “This summer, we began seeding Xilli in bars, clubs and restaurants in London. The response has been brilliant from style bars to high-energy accounts, including listings with LAB, Sketch, Peyote, Mode, Buddha Bar, Casa Negra and House of Wolf.

Xilli Warriors with feathered headdresses and Aztec print skirts have been bringing a burst of colour and verve to selected bars and night clubs, including McQueen and Macbeth Bar in Shoreditch to The O Bar and Freedom Bar Soho, seeking out the uninitiated to try this ultimate hot shot with its long and fiery finish, or a Xilli Fire Bomb with and Red Bull.

The peppery notes and aromatic spices have inspired top London bartenders to create signature Xilli Hot-tails. Behind his bar at Mexican cantina El Camion in Soho, the legendary Dick Bradsell has mixed a Xilli Pina Rita with tequila blanco, lime juice and pineapple, both syrup and freshly muddled. Award-winning Marco Piroli at LAB is the inventor of Sweet Xilli of Mine – Xilli with fresh lime juice, passion fruit and vanilla sugar, crushed ice and Aperol, garnished with a mint sprig, passion fruit and fresh chilli.  And one of London’s finest mixologists, Douglas Ankrah brings the Xilli effect to the classic Bloody Mary with his red hot Scary Mary.

Xilli is distributed by Amathus Drinks and is available in both their retail stores - Leadenhall Market and Wardour Street in Soho, London - or online at www.amathusdrinks.com and www.xillispice.com, at a retail price of £20 (70cl, 32% ABV).

Xilli Hot Tails

Xilli Pina Rita by Dick Bradsell, El Camion
25ml  Xilli
50ml  Tequila blanco
25ml  Fresh lime juice
50ml  Pineapple syrup
Muddled fresh pineapple

Mix, pour over ice and garnish with fresh pineapple and chilli.

Sweet Xilli of Mine by Marco Piroli, LA
40ml Xilli
25ml  Fresh lime juice          
½ Fresh passion fruit (squeezed into the glass)
30ml  Passion fruit puree
2tsp  Vanilla sugar
30ml  Aperol

Mix all the ingredients (except Aperol). Fill glass with crushed ice to the top, then pour Aperol over the ice.  Garnish with mint sprig, quarter fresh passion fruit and small chilli.

6 October 2014 - Felicity Murray The Drinks Report, editor