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

Lori Harvey is joining Kevin Hart’s tequila brand Gran Coramino as its new chief creative advisor. “Creating meaningful experiences has always been one of my greatest joys. Whether I’m bringing together friends, celebrating family, or simply making people feel seen,” Harvey said in a statement to WWD.

Lori Harvery becoming chief creative advisor of Gran Coramino

As chief creative advisor, Harvey will help the brand build Coramino Woman, starting with a new campaign which marks her first collaboration with Gran Coramino.

“I believe the smallest details leave the biggest impressions, and that’s the philosophy I’ll bring to Gran Coramino. Every sip, every gathering, and every celebration should feel thoughtful, elevated and unforgettable. I’m excited to step into the role of chief creative advisor and can’t wait to help shape the next chapter of the brand and create moments that feel timeless,” Harvey said.

Gran Coramino generating $200 million in sales

Kevin Hart’s Gran Coramino tequila has generated about $200 million in cumulative retail sales since 2022.

Reporting from Yahoo Finance cites co-founder and liquor executive James Morrissey saying the brand produced $85 million in 2025 retail sales, sold 3.6 million bottles, and delivered nearly $2 million in weekly consumer-level sales in stores. Yahoo Finance also reported that Gran Coramino sold nearly 300,000 nine-liter cases in roughly three years, with about half of those cases attributed to 2025.

The numbers matter because U.S. spirits growth has slowed, so distribution access and pricing power now concentrate among brands that can maintain per-store velocity. Media-driven brands also shift control of demand generation in alcohol, shifting leverage from legacy producers toward celebrity-fronted operating teams that can buy attention and convert it into shelf space.

Image: Gran Coramino Tequila

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