Failure Is Not an Option: The Global Artistry of FINO Tequila.

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In this robust drop we sit down with FINO Tequila co-Founders Vikram Kumar, Chief Revenue Officer, and Jana Iyer, the visionary behind FINO’s design and experiential narrative.

Together with their fellow partners and co-founders, they’ve built a brand rooted in the ethos that Failure Is Not an Option—the very phrase behind the FINO name.

We explore the rich history of FINO Tequila — from its additive-free, 100% Blue Weber Agave production to its bold entry into the ultra-premium spirits space —and how Jana’s love for Mexican culture, its agave-rich farms, and her vision to produce a clean tequila have shaped FINO’s visual identity and cultural positioning.

As well as Vikram’s journey from technology to tequila, and how operational discipline and global strategy shaped the company’s growth and discuss the impact of Chicago as FINO’s U.S. launchpad and how that informed the brand’s growth ambitions. 

We also discuss FINO’s unique approach to authenticity in a market saturated with celebrity-backed spirits that often feel increasing familiar. 

Jana and Vikram discuss opportunities and challenges of bringing tequila to India, balancing global luxury positioning with local consumer culture and FINO’s vision for building legacy not just through the bottle but storytelling, experiences, and community.

This episode is a masterclass in ownership, innovation, and the quiet power of building a brand with intention.

As always, we want to thank our partners at Blind Barber Chicago for hosting this necessary conversation and our guests for this wildly impactful narrative. 

See you soon, 

The T o S Crew 

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