Yuvraj Singh is venturing into the premium spirits industry with FINO Tequila, an ultra-premium spirits brand the retired cricket star has first launched in the US in partnership with a team of entrepreneurs.
Currently available in select Chicago venues, the plan is to introduce FINO in India by mid-April, initially through duty-free outlets.
Crafted in the highlands of Jalisco, Mexico, the name FINO is an acronym of “Failure Is not an option”.
Speaking at the launch, Singh, “chief shot caller” at FINO, said: “FINO embodies everything I stand for — resilience, excellence, and the courage to turn challenges into triumphs. Just like my approach to cricket and life, FINO is about pushing limits and proving that with determination, anything is achievable.”
FINO’s leadership team includes Jana Iyer, chief product excellence officer and Sonali Patel, chief creative officer. Iyer and Patel explained, “We’ve leveraged our backgrounds in healthcare and business to create a product line made from 100% blue agave grown in red, mineral-rich soil. Our additive-free process ensures the finest quality and authentic tequila.”
Vikram Kumar, chief revenue officer of FINO, highlighted the brand’s unique approach: “We blend traditional craftsmanship with the power of digital transformation, crafting a brand that appeals to achievement-driven consumers.”
Reflecting its positioning, the name FINO translates to “fine/exquisite” in Spanish but serves as an acronym for “Failure Is Not an Option”. The brand’s initial offerings include Blanco, Rosado, Añejo, and a limited-edition Extra Añejo, aimed at becoming the go-to artisanal tequila for those who view life as an extraordinary journey.
Nick Patel, chief visionary at FINO added, “At FINO, we’re not just creating a tequila; we’re turning an entrepreneurial vision into a tangible, premium experience. Our approach combines innovation with the timeless craft of tequila making, catering to those who align with the FINO lifestyle.”
Paroon Chadha, chair of the Board, shared his vision for the brand: “FINO is more than just a product; it’s a platform for unique experiences. Our forever mission is to grow into a lifestyle brand that unites people.”
Business Today further quotes Singh as having said: “My decision to venture into tequila was driven by both personal passion and market opportunity. I’ve always been drawn to the craftsmanship and rich heritage behind premium tequila, and I saw an opportunity to create something truly exceptional that would resonate with today’s sophisticated consumers.
“The premium tequila category is experiencing a remarkable 7% growth globally, significantly outpacing the overall spirits market growth rate, which is estimated to be around 2% over the same period. With consumers increasingly appreciating the complexity and versatility of well-crafted tequila, this shift in consumer preferences, combined with the growing appreciation for authentic, high-quality spirits, made it the perfect time to introduce FINO to the market.
“What truly sets FINO apart is our uncompromising commitment to quality and authenticity. Our tequila is crafted from 100% blue agave, using traditional methods that honour the spirit’s heritage while incorporating modern innovations to ensure exceptional smoothness and character. The result is a sophisticated tequila that can be enjoyed both neat and in crafted cocktails.”
