MFINO Tequila, an ultra-premium spirits brand co-founded by international cricket icon Yuvraj Singh and a collective of entrepreneurs, made its debut in the United States market, marking a significant milestone in the luxury tequila category.
Born in the highlands of Jalisco, Mexico, FINO is more than just a tequila—it is a lifestyle brand embodying the philosophy “Failure Is Not an Option.” The brand 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. The event also marked the beginning of FINO’s journey, with plans to enter the Indian market by mid-April.
At the launch, 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, 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 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.”
The brand’s unique positioning is reflected in its name—FINO means “fine/exquisite” in Spanish and serves as an acronym for “Failure Is Not an Option.” Initially available in Blanco, Rosado, Añejo and a limited-edition Extra Añejo, FINO is set to become the artisanal tequila of choice for those who view life as an extraordinary journey.
“At FINO, we’re not just launching a tequila, we’re translating an entrepreneurial vision into a tangible, premium experience,” said Nick Patel, FINO’s Chief Visionary “Our approach marries innovation with the timeless craft of tequila production, for those who align with the FINO lifestyle.”
“FINO is a platform for offering unique experiences with the ‘forever mission’ to become a lifestyle brand that brings people together,” said Paroon Chadha, who brings scaling and governance experience as FINO’s Board Chair.
Currently featured in top Chicago establishments, including Michelin-rated Indienne, RPM Italian, Miru, Tre Dita at The St. Regis and several others, FINO will be available in India initially through duty free outlets.
