Cricket Yuvraj Singh enters luxury spirits with Fino tequila

Fino Tequila, an ultra-premium spirits brand co-founded by international cricket icon Yuvraj Singh and a collective of entrepreneurs, made its debut in the US market, marking a significant milestone in the luxury tequila category. 

Born in the highlands of Jalisco, Mexico, Fino has been launched in Chicago, a strategic market that serves as a springboard for its global expansion, with an invite-only event. The exclusive launch brought together the who's who of the US entrepreneurial world, featuring several Indian and American CEOs and business heads who are true fans of cricket and share the brand's ethos. 

At the launch, Yuvraj, 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 personal life, Fino is about pushing boundaries and proving that with determination, anything is possible.” 

Chief Revenue Officer at Fino Vikram Kumar added, “Our approach combines traditional craftsmanship with our digital transformation expertise, creating a brand that speaks to achievement-oriented consumers.” 

Jana Iyer, Chief Product Excellence Officer, and Sonali Patel, Chief Creative Officer, represent a breakthrough in an industry traditionally dominated by men. “We’ve channelised our backgrounds in healthcare and business into a product line that is crafted from 100 percent 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.” 

Currently featured in top Chicago establishments, including Michelin-rated Indienne, RPM Italian, Miru, Tre Dita at The St. Regis and several others, Fino plans to enter the Indian market by mid-April. It will be available in India initially through duty free outlets.