FINO Tequila, an ultra-premium spirits brand co-founded by cricket legend Yuvraj Singh along with a team of entrepreneurs, has officially launched in the US, a major milestone in the luxury tequila market. Crafted in the highlands of Jalisco, Mexico, FINO tequila champions the philosophy that “Failure Is not an option”.
Launching in Chicago, a strategic market for global expansion, the brand introduced itself with an exclusive invite-only event attended by leading Indian and American business figures, all of whom share FINO’s ethos of ambition and success. The brand plans to enter the Indian market by mid-April, beginning with duty-free outlets.
Yuvraj Singh, Chief Shot Caller at FINO, said, “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, said, “Our approach combines traditional craftsmanship with our digital transformation expertise, creating a brand that speaks to achievement-oriented consumers.”
FINO’s leadership team includes Jana Iyer, Chief Product Excellence Officer, and Sonali Patel, Chief Creative Officer
Jana Iyer said, “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.”
FINO Tequila will be available in Blanco, Rosado, Añejo, and a limited-edition Extra Añejo, catering to discerning consumers who view life as an extraordinary journey.
Nick Patel, FINO’s Chief Visionary, 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 said, “FINO is a platform for offering unique experiences with the ‘forever mission’ to become a lifestyle brand that brings people together.”
Currently, FINO Tequila is featured in top Chicago establishments, including Michelin-rated Indienne, RPM Italian, Miru, and Tre Dita at The St. Regis, among others.
