The story of Fincasa Whiskey is one of heritage distilled into liquid form — a brand rooted in family history, cultural identity and a deliberate effort to bring Latino representation into modern American whiskey.
Founded by Michael Martinez, Fincasa emerged from his exploration of whiskey in late 2019 and a realization that Latino ownership and storytelling were largely absent from the category. Drawing inspiration from his family’s agricultural legacy in Puerto Rico, Martinez set out to create a whiskey brand that honors those roots while highlighting broader Caribbean and Latin American influences through rum cask finishing.
Martinez’s vision is deeply personal. Childhood memories of visiting his grandmother’s home and the central role of family shaped the foundation of Fincasa. As he researched his ancestry, Martinez discovered that his forebears were part of Puerto Rico’s agricultural backbone — growing coffee, cultivating tobacco and sustaining their communities through generations of hard work. That legacy became the cornerstone of Fincasa: a small-batch whiskey designed to honor family history while introducing Puerto Rican culture to the wider whiskey world.
At the heart of Fincasa’s production philosophy is the bridge between whiskey and rum. Rum cask finishing is not an aesthetic choice but a cultural one, reflecting the importance of rum throughout the Caribbean and Latin America. Martinez partners with distilleries to bring this vision to life, using barrels that reinforce both quality and a sense of place.
Fincasa begins with a high-quality rye whiskey sourced from Indiana-based MGP, selected for its balance of spice and sweetness, a profile Martinez says is reminiscent of Caribbean cuisine. The whiskey, already aged, undergoes a secondary maturation of at least six months in carefully selected, origin-specific ex-rum barrels from regions including Barbados and Puerto Rico. These barrels impart added sweetness, molasses notes and layered complexity.
Each batch-specific release draws from a single region of rum barrel origin, allowing the finished whiskey to reflect the character and influence of that location. The result is a series of small-batch expressions that emphasize depth, nuance and geographic identity.
The finishing program is collectively known as Whiskey De La Tierra. To date, the process has produced three premium releases, each limited to four barrels per batch, bottled without additives and proofed down to 100 proof. A fourth batch is now reaching store shelves.
Fincasa’s presentation reinforces its narrative-driven approach. The whiskeys are bottled in high-quality amber glass with a rustic aesthetic inspired by vintage rum and medicinal bottles. Labels draw from historical census documents and Martinez family photographs, incorporating details from his Puerto Rican lineage. Visual elements include his great-grandfather’s farm number, the mountains of Puerto Rico and tobacco motifs, such as a cigar ring-style bottle top and a cigar label design, referencing his grandmother’s upbringing on a tobacco farm.
The quality of Fincasa Whiskey has earned industry recognition. Recent honors include a Gold Medal at the 2025 ADI International Spirits Competition, Double Gold at the 2025 San Francisco Spirits Competition and Double Platinum at the 2025 ASCOT Awards.
Beyond accolades, Fincasa positions itself as a mission-driven brand. Its stated purpose is “to give back to the Latino community while sharing and celebrating our rich culture,” with a commitment to supporting initiatives that empower individuals and promote cultural heritage, diversity and inclusivity.
Fincasa’s tagline encapsulates its ethos: Rooted in tradition. Reflected through craft. From our family’s finca to your glass.
More information is available at Shop.FincasaWhiskey.com.
Fincasa Whiskey Batch 004
- Rye Whiskey
- Aged: 5 years
- Mash bill: 51% rye/45% corn/4% malted barley
- Finished: 7 months in ex-Barbados rum cask
- Proof: 100
- MSRP: $84.99
- Number of bottles: around 800
- Tasting Notes:
- NOSE: Baking spices, vanilla, aged rum, milk chocolate with hints of caramel and green apple
- PALATE: Velvet spiced rum creme brulee, with hints of chocolate covered orange nibs
- FINISH: Medium body finish, spiced oak and dark chocolate, with subtle notes of roasted pecans
