Every Curve Tells a Story

Mere functionality is now a thing of the past. Today, premium spirits must be crafted and packaged in a way that stops consumers in their tracks. But this is a complex structure since the brand’s philosophy has to be reflected through the design of its bottle and label. Here, FINO Tequila has been doing an exemplary job of creating the most evocative and visually stimulating presence on the shelves and in the bars. Its bottles read like a manifesto of intent, design objects that signal craftsmanship, provenance and pride. AYAESHA Gooptu, Country Head (India), FINO Tequila, explains how that vision comes to life.

The Indian premium alcohol beverage market is evolving towards brands that offer complete experiences rather than just exceptional liquids. Design and packaging are becoming crucial differentiators, with consumers seeking products that serve as conversation pieces and reflect their personal values. Visual identity has become paramount, with the bottle itself becoming as important as the liquid inside, a fact FINO (Failure Is Not an Option) has understood well. Its bottle stands out for its elegance and craftsmanship and behind such packaging lays a clear vision.

FINO’s design aims to embody its unwavering philosophy of failure not being an option. “Every curve and line of the bottle reflects the same precision, determination and uncompromising excellence that define the brand. Its refined minimalism reinforces our luxury positioning while speaking directly to connoisseurs who demand authenticity and exceptional craftsmanship,” explains Ayaesha. The prominent ‘F’ emblem serves both as a brand identifier and as a symbol. Each expression has its own carefully curated colour —black, blush, teal, amber — allowing consumers to identify the variant instantly while creating a striking presence at any bar.

More Than Functional

 In today’s premium spirits space, packaging has evolved beyond mere functionality to become a statement of identity and aspiration. For example, FINO’s meticulously crafted bottle serves as a conversation starter and a symbol of achievement that consumers are proud to display. “For FINO, we wanted the design to be collectible, elegant and bold, a creation that carries the narrative of luxury even before the liquid is poured,” Ayaesha elaborates. The natural purity of the liquid, combined with this sophisticated packaging, creates a complete brand experience that resonates with discerning consumers who see premium spirits as an extension of their lifestyle and values.

This connection is reflected in tangible design elements. The bottle’s distinctive tapered silhouette and premium golden stopper create an unmistakable presence; the clean lines and substantial weight communicate quality from the moment you hold it, while the elegant proportions make it as much a design object as a premium spirit. Beyond the visual impact, FINO delivers an exceptional taste profile achieved through traditional distillation methods and 100 percent blue agave sourcing, offering a narrative of resilience and determination that consumers can connect with personally.

“This combination of premium design, exceptional liquid and inspiring philosophy makes FINO an integral part of their lifestyle rather than just a luxury purchase,” Ayaesha adds.

Yuvraj’s Involvement

Ace cricketer Yuvraj Singh was involved in shaping FINO. His personal philosophy of resilience and determination became the brand’s foundational DNA, influencing both identity and direction. He was actively engaged throughout the development process, ensuring every element aligned with his vision of creating an authentic, premium tequila experience. He personally reviewed countless iterations of the bottle, insisting that its weight, proportions and finish convey premium quality from the first touch.

“His input was crucial in selecting the distinctive colour palette that allows each variant to tell its own story while maintaining brand cohesion. Every design element, from the bottle’s silhouette to the label placement, reflects his uncompromising standards and vision of creating not just a tequila, but a lifestyle statement that would resonate with India’s ambitious consumers,” Ayaesha states. Given this involvement, FINO is positioned to lead a shift by demonstrating how authentic storytelling, thoughtful design and uncompromising quality can create deeper consumer connections.

“Our approach of blending heritage craftsmanship with modern innovation, wrapped in an inspiring philosophy, sets a new standard for how premium spirits can meaningfully engage with India’s sophisticated consumer base,” Ayaesha says. The brand is setting new expectations for how premium tequila brands can authentically engage Indian consumers who seek products that reflect their journey toward success. Yuvraj is a symbol of that aspirational value, and the beverage reflects it in every way.

Creating a Niche

FINO’s target consumers are accomplished individuals like entrepreneurs, senior professionals and cultural influencers, aged 28-50, who view premium spirits as extensions of their success story. These consumers appreciate authenticity, seek meaningful brand connections and choose premium products to commemorate significant achievements and milestones. “Our brand philosophy resonates deeply with young professionals and entrepreneurs who embody the same relentless pursuit of success,” Ayaesha states.

The brand’s team understands that premium tequila occupies a unique space and needs to feel attainable enough for consumers to justify the purchase, yet exclusive enough to deliver the pride of ownership they are seeking. Its availability through dutyfree and premium retail outlets ensures it reaches its target demographic. “This distribution strategy allows consumers to discover and purchase FINO conveniently while the brand maintains its premium positioning,” Ayaesha points out.

The investment required for each expression, from Blanco at ₹13,889 to the ultra-premium Rosado at ₹34,038, reflects the meticulous craftsmanship and 100 percent blue agave quality that goes into every bottle. “When someone chooses FINO, they are investing in moments that matter, occasions worth celebrating with something truly extraordinary,” Ayaesha says. This positioning allows FINO to serve as both a personal reward for achievement and a statement piece that elevates any gathering.

Committed to Tequila

At present, FINO will focus exclusively on tequila, recognising that the market is much cluttered and that discerning audiences are specifically looking for true, premium tequilas.

“Our commitment to being completely additive-free sets us apart in a category where there’s still tremendous opportunity to explore and educate consumers about authentic tequila craftsmanship,” Ayaesha states. “While we remain open to exploring opportunities that authentically extend the FINO philosophy, any future considerations would need to maintain our uncompromising standards for quality and craftsmanship,” she adds.

Expanding Boundaries

FINO made its debut in Chicago earlier this year, a city chosen for its vibrant spirits culture and discerning consumers who value craftsmanship and innovation. The brand then expanded into the UK market, establishing a presence in key international territories that appreciate premium tequila craftsmanship. Currently FINO is available across key markets, including Delhi Duty Free, Ahmedabad Duty Free, Mumbai Duty Free and select retail stores in Gurugram and Delhi. It will soon be available in Mumbai retail outlets as well. “We are now preparing for our official launch in India in early November, with the brand already available at retail during the festive season,” Ayaesha informs.

“Our expansion strategy focuses on metropolitan markets where our target demographic is most concentrated. We are committed to building brand awareness through meaningful consumer engagements and strategic partnerships that showcase the exceptional quality and philosophy behind FINO,” Ayaesha shares. For now, the brand is dedicated to ensuring that the current expressions receive the attention and market presence they deserve, while continuing to educate consumers about the exceptional quality that defines authentic, additivefree tequila.