The tequila game just got a new player, and he’s bringing the same fire that made him a cricketing legend. FINO Tequila, co-founded by Indian cricketer Yuvraj Singh and a collective of entrepreneurs, has officially launched in the United States.
“Launching FINO Tequila represents the perfect intersection of personal passion and market vision. The rich heritage and meticulous craftsmanship behind premium tequila have long captivated me, inspiring my mission to create an exceptional spirit that speaks to discerning consumers who understand and appreciate true quality,” said Mr. Singh, who is the ‘Chief Shot Caller’ at FINO.
The brand made its grand debut in Chicago, a strategic market that serves as a gateway to broader U.S. and international expansion. Currently featured in some of Chicago’s top dining establishments, including Michelin-rated Indienne, RPM Italian, Miru, and Tre Dita at The St. Regis, FINO is aiming to make a mark in the city’s luxury spirits scene. Reiterating their decisions, Jana Iyer, Chief Product Excellence Officer, FINO, and Sonali Patel, Chief Creative Officer, FINO, say, “Chicago’s reputation as a tastemaker market, combined with its passionate community of spirits enthusiasts, makes it an ideal starting point for FINO’s journey in crafting new tequila traditions.”
The brand offers four distinct expressions, Blanco, Rosado, Añejo, and a limited-edition Extra Añejo—crafted from 100% blue Weber agave.
In recent years, tequila has become the spirit of choice for many high-profile celebrities, with figures like George Clooney, Dwayne “The Rock” Johnson, and Kendall Jenner successfully turning their passion for the drink into thriving business ventures.
This influx of celebrity-backed tequila brands has reshaped the industry, elevating its global appeal and reinforcing its status as a luxury spirit. Mr. Singh’s legacy as a cricketing icon is now woven into FINO’s story, and which is also reflected in the brand’s philosophy “Failure Is Not an Option”. The name FINO means ‘fine’ or ‘exquisite’ in Spanish, while also standing as an acronym for “Failure Is Not an Option.”
Speaking of the inspiration for the brand, Vikram Kumar, Chief Revenue Officer of FINO, and Paroon Chadha, Board Chair, FINO believe, “The timing for FINO’s launch couldn’t be more strategic. The premium tequila category is witnessing extraordinary growth at 7% globally. This surge reflects a sophisticated shift in consumer behavior—a deeper appreciation for craft, complexity, and authenticity in spirits…”
Apart from its U.S. debut, FINO has ambitious plans for global growth. The brand is set to enter the Indian market by mid-April, initially launching in duty-free outlets before expanding further. With a strong identity and premium positioning, FINO wants to redefine the tequila experience.
