Lori Harvey becomes Chief Creative Advisor for Kevin Hart's Gran Coramino.

Gran Coramino Tequila has recently announced that they have chosen entrepreneur and model Lori Harvey to be their very first celebrity partner, aside from co-founder Kevin Hart. This marks a pivotal moment for the premium tequila brand as they shift their focus towards engaging with women in their marketing efforts. The news was officially shared on July 2nd.

Harvey has been appointed as the chief creative advisor for Gran Coramino, leading their new initiative called "Coramino Woman." This long-term platform is designed to connect with female consumers through various marketing campaigns, cultural activations, and brand storytelling. The decision to bring Harvey on board comes at a time when the tequila brand is experiencing significant growth, with over $200 million in retail sales according to Gran Coramino. The brand, which was co-founded by comedian and entrepreneur Kevin Hart and 11th-generation tequila master Juan Domingo Beckmann, has stated that Harvey will be responsible for overseeing creative direction across campaigns, experiential events, talent partnerships, and visual branding.

This will begin with their upcoming Coramino Summer campaign, set to launch in the summer of 2026. Hart shared his excitement about the partnership, saying, "We've spent the last four 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 whom our audience trusts and has the creative vision to launch the Coramino Woman campaign and initiative.

Lori is the perfect choice; her audience is loyal, her taste is impeccable, and she is an expert in fully immersing herself into a brand's ecosystem to make a real impact. 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." The company believes that this appointment is crucial for their next phase of growth, especially considering the 85% increase in sales they experienced in 2025. While Gran Coramino has previously focused their marketing efforts on Hart, they are now looking to broaden their appeal through luxury, lifestyle, beauty, and sports-focused programming with Harvey's help.

According to Harvard Business Review, women influence an estimated 70% to 80% of consumer purchasing decisions in the United States. This, coupled with the fact that women are one of the fastest-growing demographics in the premium spirits category, has solidified the importance of engaging with female consumers for Gran Coramino. Harvey also shared her excitement about the partnership, saying, "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. What Kevin created with Gran Coramino is more than a product; it's a brand with purpose, standards, and a clear point of view. That's why coming on as Chief Brand and Creative Advisor is so exciting because it's a role where I have real creative impact.

I can't wait to help shape the next chapter of Gran Coramino in a way that speaks directly to women who appreciate elevated experiences and aren't afraid to define success on their own terms. My goal is to create something that feels aspirational, effortless, and genuinely reflective of the lifestyle we're building around the brand." Gran Coramino produces Reposado, Cristalino, and Añejo tequilas at La Rojeña Distillery in Jalisco, Mexico. The company has stated that Harvey's creative direction will start appearing across campaigns, curated events, and consumer experiences for the rest of 2026.

This exciting partnership between Gran Coramino Tequila and Lori Harvey is a testament to the brand's continued growth and commitment to providing elevated experiences for all.