The world of premium spirits in India has just witnessed a grand moment. At a star-studded event in Koca, Gurugram, FINO Tequila, an ultra-premium artisanal brand co-founded by cricket legend Yuvraj Singh and a group of Indian American entrepreneurs, made its official debut in India. The celebration was attended by prominent cricket players, business executives, and connoisseurs of fine spirits, including Suresh Raina, Yuzvendra Chahal, and Mohammad Kaif.
A Blend Of Mexican Craftsmanship And Indian Vision
FINO is made by expert distillers in the highlands of Jalisco, Mexico, where the world’s best agave grows. Every step is slow, careful, and respectful of tradition. Made with 100% blue Weber agave, crafted with generational knowledge, and zero additives, this is the tequila Mexico is proud of.a
FINO’s founders, Yuvraj Singh, along with Indian American entrepreneurs Vikram Kumar, Paroon Chadha, Sonali Patel, Jana Iyer and Nick Patel, bring a whole different dimension to it. They bring a global perspective, a passion for tequila, and a desire to transform India’s understanding of high-end spirits. This combination is what really sets FINO apart from anything India has ever seen.
FINO Tequila offers four expressions, like Blanco, boasting hints of cool mint, energising cinnamon, and vanilla. A truly unique variant, Rosado is a blush-pink, rosé-inspired tequila, infused with red berry notes and soft floral undertones. Smooth and aromatic, Reposado comes with velvety vanilla, sensual mint, and a hint of Indian spices, and Añejo boasts pure melon, luscious vanilla, and the smoothest finish with subtle tobacco hints.
Yuvraj Singh: The Heart Behind FINO Tequila
For Yuvraj Singh, FINO is personal. The brand’s ethos, “Failure Is Not an Option,” mirrors Yuvraj’s journey from cricket icon to entrepreneur. Reflecting on his personal connection with this philosophy, he said, “The philosophy, “Failure is not an option,” truly resonates with my life and my entire career. I have had many ups and downs, and it was learning from my failures that led me to my victories. My lows were more, but my highs were very high, and I reached them because failure was never an option for me. That’s what I have always believed in.”
When asked why India is now ready for a tequila that’s about sipping than shots and salt, Yuvraj said, “It’s really about understanding what you’re drinking. People today recognise that tequila has the fewest calories and the least sugar and that it’s essentially natural sugar. FINO is made from 100% blue agave. It’s authentic, and it has no additives. Indian consumers have become more informed and more exposed to global culture and have clearly moved beyond the shots-and-salt phase.”
On his personal connection with tequila and why FINO became his choice, he shared, “I’ve always felt a natural connection with tequila, especially with FINO. There were multiple benefits for me – I didn’t put on weight, and the sugar content is lower. And with FINO, the product is so good that it’s right there, almost calling out to me.”
When asked how he prefers to drink FINO, he said with a smile, “Everybody has a different choice. I can’t give you my mantra because it comes from a lot of experience and a lot of testing things out. So, try it in your own way. I just enjoy watching people drink FINO.”
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Shaping Tequila Culture In India
FINO is not just about selling a premium product, it’s about educating consumers and shaping a culture of tequila appreciation. Co-founder Vikram Kumar explained, “India is at a fascinating inflection point — consumers are curious, well-travelled and increasingly seeking authenticity. Our approach with FINO is not simply to introduce another spirit; it’s to introduce a culture. That starts with education: helping consumers understand what real tequila is, how it’s crafted, and why 100% blue Weber agave makes all the difference. Our blueprint is about shaping a premium tequila ecosystem in India, not chasing volume. If we can elevate the way India thinks about tequila, FINO will naturally lead the category.”
Paroon Chadha added perspective on building a legacy brand and said, “For us, longevity is built on discipline—consistency of quality, transparency of craft, and respect for the consumer’s intelligence. FINO will never compromise on its core principles: 100% blue Weber agave, no additives, authentic production methods, and innovation that enhances the spirit rather than distracts from it. If we continue to deliver authenticity, transparency and a consistently exceptional product experience, FINO won’t just be part of India’s tequila moment — it will define it.”
Looking ahead, when asked what legacy FINO should carry 20 years from now, Yuvraj answered, “The brand already stands for ‘Failure Is Not an Option.’ It doesn’t need to stand for anything different after 20 years. Two decades later, we should simply be proud of what we’ve built and achieved.”
With FINO Tequila, India is not just getting a new luxury spirit; it’s getting a celebration of craft, culture, and ambition.
Where: available in Haryana, Delhi, Maharashtra, and select duty-free stores in Delhi, Ahmedabad, and Mumbai
Cost: starting at ₹13,889
Cover Image Courtesy: Fino Tequila/Instagram
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