For Yuvraj Singh, reinvention isn’t just a trendy term; it’s ingrained in him.
The former World Cup-winning all-rounder, known for his dramatic moments and comebacks, is now venturing into a new domain: India’s premium spirits market. With FINO Tequila, Yuvraj is embracing his “second wind”—one shaped equally by setbacks and boldness.
In an interview with CNBC-TV18’s Zenia Baria, Yuvraj states, “FINO stands for Failure Is Not An Option. There were times in my life when failure truly wasn’t an alternative. The journey, with all its highs and lows, has taught me this: you must always be ready to bounce back.”
India has traditionally favored whisky, and gin has gained popularity post-COVID. However, tequila remains largely underappreciated, often associated with quick shots and party scenes. Yuvraj sees this gap as an opportunity.
“The tequila market in India hasn’t been fully explored yet,” he emphasizes.
“Many still perceive tequila as something to be taken as a shot. I see FINO as a sipping tequila. It’s pure, aged in Asian wine barrels, designed for savoring, not rushing.”
Yuvraj is drawn not just to the category but to the philosophy behind the spirit. “It’s vital for people to view tequila as a tasting beverage, not just a quick drink,” he insists. “The brand resonates with me because it reflects my legacy—what I’ve created and aspire to achieve.”
Contrary to many celebrity-led brands, Yuvraj asserts that FINO is not merely a licensing deal. He playfully refers to himself as the brand’s “chief shot-caller,” but his involvement runs deep.
“All six of us traveled to Mexico, visiting Guadalajara and Arandas,” he shares. “We tasted tequila for five consecutive days. We collaborated, debated, and refined the product. Every choice, from flavor to aging to the bottle design, was intentional.”
Co-founder Paroon Chadha supports this point. “Yuvraj has been incredibly involved in every detail—from the liquid quality to the aging methods to the bottle design,” he notes. “His emphasis has always been on purity: 100% blue agave, free of additives, and a tequila that doesn’t create a burning sensation.”
Chadha believes that tequila’s global surge provides insight into what might unfold in India. “In the US and Europe, traditional whisky drinkers are switching to tequila,” he observes. “It’s lighter, has fewer congeners, which is why it doesn’t leave a hangover the next morning.”
However, FINO’s approach isn’t focused on immediate volume. “This is a long-term strategy,” Paroon explains. “We want to cultivate desire first—through select bars, skilled mixologists, and a community of sipping-tequila enthusiasts.”
Expansion will target key metropolitan areas, duty-free channels, and premium locations before broadening retail distribution.
“I’ve faced many failures in my life,” he reflects. “I truly believe that experiencing failures has shaped my success story. Each failure offers a lesson.”
“Playing the World Cup at home in 2011—that was a moment when failure was not an option,” he recalls. “We hadn’t won it in 28 years. I had to prioritize the country. That was a pivotal moment for me. I simply couldn’t let it slip away.”
This same mindset guides Yuvraj in business—a conviction that pressure sharpens purpose.
As he develops FINO, his vision is clear: to create something that endures beyond the scoreboard.
“I’ve already crafted one legacy through cricket,” he reflects. “Now I’m working on another, one that can stand independently long after my cricket journey.”
For a man who made six sixes feel like fate, Yuvraj Singh’s new chapter isn’t about replicating the past—but proving that reinvention, like resilience, can be mastered.
