Gran Coramino Tequila, co-founded by Kevin Hart and 11th-generation tequila maker Juan Domingo Beckmann, has reached a significant milestone, surpassing $200 million in total retail sales and achieving an 85% growth rate in 2025. The brand, known for its Cristalino, Reposado, and Añejo tequila expressions, is now strategically expanding its focus to better connect with women, who are projected to control 75% of discretionary spending by 2028 and represent a rapidly growing segment in the spirits market.

To spearhead this initiative, Gran Coramino has appointed Lori Harvey as its first-ever chief creative advisor, marking the brand’s first celebrity partnership. Harvey is no stranger to the business world, having founded the skincare line SKN by LH and the swimwear brand YEVRAH, while also collaborating with prestigious luxury fashion houses such as Valentino, Burberry, and Chanel. Her role will involve guiding the Coramino Woman campaign through creative vision, experiential design, and brand storytelling in collaboration with the Gran Coramino team.

Kevin Hart emphasized that Lori Harvey’s impeccable taste and loyal audience make her an ideal partner to lead the brand’s expansion into the female market. Hart expressed confidence in betting on Harvey’s vision to resonate with women consumers, aligning with Gran Coramino’s ethos of being the tequila for the hardest workers. Harvey herself shared excitement about shaping a new chapter for the brand that appeals to women who value elevated lifestyle experiences and define success on their own terms.

Harvey’s initial project as chief creative advisor includes launching the Coramino Summer campaign, aiming to create a brand presence that feels aspirational and authentic to today’s women. This move represents a strategic effort by Gran Coramino to leverage a high-profile collaborator to deepen its connection with a key consumer demographic and to solidify its position in the competitive spirits industry.