Key Points:
- FINO tequila launched at Koca, Gurugram with cricket stars Suresh Raina, Yuzvendra Chahal, and Mohammad Kaif attending
- Produced in Jalisco Highlands, Mexico using traditional methods with 100% Blue Weber agave
- Four variants priced in the premium segment, targeting luxury consumers
- Currently available in Delhi, Haryana, Maharashtra, and duty-free stores at Delhi, Ahmedabad, Mumbai airports
- Ayesha Gooptu leads brand operations in India with ambition to become country’s No. 1 premium spirit
- Collaboration with Indian-American entrepreneurs brings global expertise with Indian sensibilities
Yuvraj Singh, the legendary cricketer who etched his name in history with six sixes in an over during the 2007 T20 World Cup, has taken a bold stride into the business world with the launch of his ultra-premium tequila brand FINO. The Sixer King, as fans affectionately call him, is now batting on an entirely different pitch, one where the competition is fierce and the stakes are high in India’s rapidly growing luxury spirits market. The launch event, held at the upscale Koca restaurant in Gurugram, brought together cricket royalty and business leaders to celebrate Yuvi’s entrepreneurial debut.
The transition from sports icon to liquor entrepreneur represents a significant career pivot for the 43-year-old former all-rounder. Yuvraj’s brand enters the market at a time when India’s premium spirits segment is experiencing double-digit growth, driven by rising disposable incomes and evolving consumer preferences. His celebrity status and business acumen, honed through various investments and endorsements over the years, position him uniquely to capture the attention of both cricket fans and luxury consumers.
Star-Studded Launch Event
The FINO launch on December 6, 2025, transformed Koca into a celebration of Yuvraj’s new innings. Former teammates Suresh Raina, Yuzvendra Chahal, and Mohammad Kaif joined the festivities, lending their star power to the brand’s debut. Their presence underscored the strong bonds within the Indian cricket fraternity and signaled collective support for Yuvi’s business venture. The event blended cricket nostalgia with sophisticated branding, creating memorable moments that quickly went viral on social media.
Beyond cricket stars, the launch attracted prominent Indian-American entrepreneurs who partnered with Yuvraj to bring FINO to life. These collaborators bring deep expertise in the global spirits industry, having successfully launched premium brands in competitive markets. Their involvement ensures that FINO meets international quality standards while resonating with Indian consumers’ tastes and preferences. The partnership structure reflects a growing trend of Indian sports personalities leveraging global networks to build world-class consumer brands.
Craftsmanship and Production Excellence
FINO’s uniqueness stems from its authentic production process in the Jalisco Highlands of Mexico, the heartland of premium tequila production. The brand uses 100% Blue Weber agave, the gold standard for tequila, ensuring purity and superior taste profile. Traditional methods passed down through generations of Mexican distillers create a spirit that honors tequila’s rich heritage while meeting modern luxury standards.
The production team employs time-honored techniques including slow-cooking agave hearts in traditional brick ovens, natural fermentation, and careful distillation. This artisanal approach distinguishes FINO from mass-market tequilas that often use diffusers and additives. Each bottle represents months of careful cultivation, harvesting, and crafting, resulting in a spirit that commands premium pricing. The Indian touch comes through customized flavor profiles developed specifically for the Indian palate, balancing traditional Mexican character with preferences for smoother, more nuanced spirits.
Market Strategy and Distribution
Ayesha Gooptu, who leads FINO’s India operations, has articulated an ambitious vision to establish the brand as India’s number one premium spirit. The initial rollout focuses on key metropolitan markets where luxury consumption is highest. Delhi, Haryana, and Maharashtra serve as launch markets, chosen for their concentration of high-net-worth individuals and sophisticated consumers who appreciate premium spirits.
The duty-free channel provides crucial visibility and accessibility for international travelers. FINO is now available at Delhi’s Indira Gandhi International Airport, Ahmedabad’s Sardar Vallabhbhai Patel International Airport, and Mumbai’s Chhatrapati Shivaji Maharaj International Airport. This strategic placement targets affluent travelers and creates brand ambassadors who experience FINO during their journeys. The company plans phased expansion to other states and airport duty-free locations throughout 2026, building a national footprint that supports its premium positioning.
Pricing Strategy and Target Audience
FINO’s pricing strategy positions it firmly in the ultra-premium segment, with bottles ranging from ₹25,000 to ₹34,000. This pricing reflects the brand’s positioning as a luxury product for discerning consumers who prioritize quality, exclusivity, and status. At these price points, a single bottle costs approximately one month’s average salary for many Indian professionals, making FINO an aspirational purchase for special occasions and gifting.
The four variants cater to different preferences within the luxury segment, offering options for both tequila connoisseurs and newcomers to the category. This tiered approach allows the brand to capture a broader slice of the premium market while maintaining its ultra-premium image. The pricing also creates natural scarcity and exclusivity, appealing to collectors and luxury enthusiasts who seek unique spirits for their home bars.
Competitive Landscape and Growth Potential
FINO enters India’s premium spirits market at an opportune moment. The country’s luxury alcohol segment has been growing at 15-20% annually, driven by changing social attitudes, increased exposure to global drinking cultures, and rising affluence among young professionals. Imported spirits, particularly tequila, have seen explosive growth as consumers move beyond traditional whisky and rum preferences.
The brand competes with established luxury tequilas like Patrón, Don Julio, and Clase Azul, which have already cultivated followings among Indian consumers. However, Yuvraj’s celebrity status and the brand’s Indian-centric positioning create differentiation opportunities. FINO’s marketing emphasizes cricket metaphors and Indian celebrations, creating emotional connections that foreign brands cannot replicate.
Industry analysts project that India’s premium tequila market could reach ₹500 crore by 2027, providing substantial room for growth. FINO’s early entry and strong brand backing position it to capture significant market share as the category expands.
Celebrity Entrepreneurship Trend
Yuvraj’s venture reflects a broader trend of Indian sports stars transitioning into successful business entrepreneurs. Following the paths of Sachin Tendulkar, MS Dhoni, and Virat Kohli, who have launched restaurants, fitness brands, and fashion labels, Yuvraj is leveraging his brand equity to build a scalable business. His choice of the spirits industry demonstrates confidence in his ability to navigate complex regulatory environments and build a premium consumer brand.
The FINO launch also highlights the evolving relationship between cricket and commerce in India. Sports personalities are no longer content with endorsement deals, instead seeking equity stakes and founder roles that offer greater control and upside potential. This shift creates new opportunities for brand building and wealth creation beyond playing careers.
Future Expansion Plans
While currently focused on establishing a strong foundation in India, FINO’s founders have global ambitions. The brand’s name and positioning suggest aspirations for international markets, potentially leveraging Yuvraj’s global cricket fan base. The company could explore launches in cricket-loving markets like Australia, England, and the Middle East, where Indian diaspora communities provide natural customer bases.
Domestically, FINO plans to expand its retail presence to Karnataka, Telangana, and Goa in the first quarter of 2026. The brand is also developing exclusive tasting events and partnerships with luxury hotels and restaurants to build brand awareness and drive trial among target consumers. Limited edition releases and collaborations with Mexican artisans could further enhance the brand’s premium credentials and collectibility.
Challenges and Considerations
Despite strong initial momentum, FINO faces significant challenges in India’s complex alcohol market. State-level regulations vary dramatically, creating distribution hurdles and compliance costs. High taxation on imported spirits impacts final pricing and margins. Additionally, building brand recognition in a crowded luxury segment requires sustained marketing investment and patience.
The brand must also navigate social perceptions around alcohol promotion by sports figures, particularly given Yuvraj’s status as a youth icon. Responsible marketing and consumption messaging will be crucial to maintain his positive public image while building a successful spirits business.
Yuvraj Singh’s FINO tequila represents more than just a celebrity endorsement; it marks his evolution into a serious entrepreneur targeting India’s booming luxury spirits market. With authentic Mexican production, strategic pricing, and Yuvi’s star power, FINO is positioned to become a major player in the premium segment. As the brand expands its footprint and builds its reputation, it will test whether cricket’s Sixer King can hit similar boundaries in the competitive world of luxury spirits.
