The word "finest" generates a sense of luxury, an attention to detail and desirability; it is used as a way to generate positive emotion. The word "best" generally is more direct and unemotional. Sometimes, direct is better. Sometimes emotional is more appropriate. Additional detail - optional: You will often hear expensive brands using the word "finest". Many companies advertise this way because (a) finest is a good choice to generate emotional responses and (b) it is hard to quantify, so providing "the finest foods" is not a claim that a company's competitors can easily complain is unreasonable. When something is "the best", it really is number one, so companies are careful about making such claims.