Former Indian cricket star Yuvraj Singh is taking his resilience off the field and into the world of luxury spirits with the launch of FINO Tequila. This ultra-premium tequila, crafted in the heart of Jalisco, Mexico, debuts in the United States, starting in Chicago, with a bold mission: to redefine the way we experience tequila.

FINO, short for "Failure Is Not an Option," embodies Singh’s personal journey of overcoming challenges and achieving greatness. The brand represents more than just a premium spirit; it’s a lifestyle, reflecting the cricketer’s philosophy of pushing boundaries and achieving excellence. As Chief Shot Caller, Singh emphasizes that FINO stands for resilience, courage, and transformation, core values that have driven his life and career.

The tequila is crafted from 100% blue agave grown in the mineral-rich soils of Jalisco, ensuring a smooth, authentic flavor. It follows a rare additive-free process, showcasing the brand's commitment to purity and quality. Jana Iyer, Chief Product Excellence Officer, highlights the meticulous approach behind FINO, which channels expertise in both business and healthcare to create a truly exceptional product.

With the growing demand for premium tequila, FINO aims to capture the attention of discerning consumers looking for a unique experience. As it blends traditional craftsmanship with modern innovation, FINO is poised to become a symbol of success, luxury, and resilience in the spirits industry, driven by Singh's global recognition and commitment to excellence.