Former Indian cricket team star, Yuvraj Singh has announced his foray into the luxury spirits market with the launch of FINO Tequila. This ultra-premium tequila, crafted in the highlands of Jalisco, Mexico, debuts in the United States, starting in Chicago.
FINO Tequila is more than just a spirit; it’s a lifestyle brand reflecting Singh’s personal philosophy of resilience and overcoming adversity. The name, “FINO,” an acronym for “Failure Is Not an Option,” embodies Singh’s own journey and the brand’s commitment to excellence.
Yuvraj Singh, Chief Shot Caller at FINO, expressed his passion for the venture, stating, “FINO represents everything I believe in—resilience, excellence, and the courage to transform challenges into victories. Just as I’ve approached my cricket career and my personal life, FINO is about pushing boundaries and proving that with determination, anything is possible.”
Vikram Kumar, Chief Revenue Officer of FINO, highlighted the brand’s fusion of tradition and innovation and said, “Our approach combines traditional craftsmanship with our digital transformation expertise, creating a brand that speaks to achievement-oriented consumers.”
Jana Iyer, Chief Product Excellence Officer remarked, “We’ve channelized our backgrounds in healthcare and business into a product line that is crafted from 100% blue agave grown in red, mineral-rich soil. FINO follows a rare additive-free process, to ensure the highest quality and an authentic tequila production.”
Nick Patel, FINO’s Chief Visionary, emphasized the broader mission and said, “At FINO, we’re not just launching a tequila—we’re translating an entrepreneurial vision into a tangible, premium experience. Our approach marries innovation with the timeless craft of tequila production, for those who align with the FINO lifestyle.”
Board Chair Paroon Chadha further underscored the brand’s long-term vision, stating, “FINO is a platform for offering unique experiences with the ‘forever mission’ to become a lifestyle brand that brings people together.”
The launch coincides with significant global growth in the premium tequila category, driven by increased consumer appreciation for craft spirits and high-quality ingredients. FINO aims to capitalize on this trend, offering a premium tequila experience that resonates with discerning consumers. Singh’s global recognition, coupled with the brand’s focus on quality, positions FINO for success in the competitive luxury spirits market.