Kevin Hart’s Tequila Brand Names Lori Harvey Chief Creative Advisor

(Photo: Gran Coramino)

Gran Coramino, the tequila brand founded by Kevin Hart and Jose Cuervo CEO Juan Domingo Beckmann, is adding another celebrity to its leadership team.

On Tuesday, the company announced model and entrepreneur Lori Harvey as its new Chief Creative Advisor, a move that the brand says will help redefine and build the “Coramino Woman.” Though Hart will remain involved in the brand as much as ever, Coramino says that it wants to expand its focus to a new audience, adding that women control or influence  70 to 80% of all consumer purchasing decisions in the US, per the Harvard Business Review.

Harvey began her modeling career in 2015, and has since appeared in varied campaigns for the likes of Dolce & Gabbana, Michael Kors, Valentino and Burberry. She founded a skincare company, SKN by LH, in 2021, and has recently taken on acting roles in “Reasonable Doubt” and “Fright Night: The Million Dollar Heist.”

“Luxury, for me, has always been about intention. It’s about choosing quality, creating meaningful experiences, and surrounding yourself with things that feel authentic to who you are,” Harvey said. “What Kevin created with Gran Coramino is more than a product; it’s a brand with purpose, standards, and a clear point of view.”

Harvey will help curate activations, cultural events and content over the next few months as part of the brand’s “Coramino Summer” campaign, and will be involved in shaping the tequila’s visual identity and storytelling from here on out.

In the competitive world of celebrity-owned spirits, multi-celebrity-owned spirits have become an easy means to cut through the noise and bolster awareness. The most recent example that comes to mind is Family Guy creator Seth MacFarlane’s Bear Fight Whiskey, which added “Suits” star Gabriel Macht as a creative partner and equity stakeholder last year. Months earlier, Michael Jordan recruited a who’s who of athlete royalty (Serena Williams, Derek Jeter, Dustin Johnson and Keegan Bradley) to the co-owner group of his tequila brand, Cincoro.

“We’ve spent the last 4 years building Gran Coramino Tequila with me at the center. As the brand has grown exponentially, we knew it was time to expand our focus on the female audience and bring in a woman who our audience trusts and has the creative vision to launch the Coramino Woman campaign and initiative,” Hart added.

“I’ve always said I am just getting started, and betting on Lori the way I bet on myself is another example of how Gran Coramino is the tequila for the Hardest Workers in the room.”