Gran Coramino Tequila announced the appointment of Lori Harvey as the brand’s first major celebrity partnership. Developed in collaboration with Harvey, the role leads the next phase of the brand’s growth: building for the Coramino Woman.
The announcement marks the first time Gran Coramino has brought on a face beyond taht of founder comedian Kevin Hart, and that choice is by design. Hart selected Harvey with intention, recognizing her as exactly what the brand needed at a pivotal moment: a creative partner who could carry the momentum beyond its first major milestone of $200M in retail sales.
“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 said in a news release. “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 eco-system 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.”
After growing 85% in 2025, Gran Coramino enters its next phase focused on cultural expansion, not just scale. The appointment of Harvey signals that shift. Her role expands how the brand shows up in culture, bringing a modern lens on luxury, lifestyle, and how women engage with premium spirits.
As Chief Creative Advisor, Harvey leads the creative vision for the Coramino Woman; the brand’s platform is dedicated to its fastest-growing audience, beginning with the Coramino Summer campaign and extending across the campaigns and cultural moments to follow. Working in close partnership with the Gran Coramino team, she shapes the creative direction, experiential design, and brand storytelling across campaigns, talent integration, and the environments where the brand lives.
That creative direction is deliberate. Harvey drew on a firsthand understanding of how this woman lives and what she aspires to, translating it into imagery designed to make the Coramino Woman see herself in the brand.
That work kicks off this summer with a slate of moments built for the Coramino Woman spanning beauty, sports, and lifestyle, rolling out through the rest of the year and beyond.
The Right Woman for the Moment
Women control or influence 70 to 80% of all consumer purchasing decisions in the U.S. (Harvard Business Review) and their presence in the spirits aisle is accelerating. Female consumers are one of the fastest-growing segments in premium spirits, increasingly moving beyond wine and beer into more sophisticated categories, and tequila, premiumizing and culturally ascendant, has emerged as a preferred choice.
“Luxury, for me, has always been about intention,” Harvey said. “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.”
Lori Harvey, Chief Creative Advisor, Gran Coramino
Harvey brings to this role a proven record of building and elevating brands across fashion, beauty, and lifestyle, with collaborations spanning Chanel, Valentino, Burberry, and beyond. Her work has earned recognition from Vogue, Allure, and Essence, and her design sensibility extends into activewear through her recent Oner Active collaboration, also launching this summer.
Across every category she enters, Harvey brings her audience with her. Gran Coramino Tequila is premium by design and is a natural fit for that audience and for the occasions she moves through. She brings direct expertise in reaching women domestically and internationally, making her the right person to lead Gran Coramino Tequila’s expansion into the women’s market at scale.
Beginning this summer, consumers will experience the brand’s next chapter through curated activations, cultural events, and content designed for the Coramino Woman. Harvey’s creative direction will be visible across visual identity, event curation, and campaign storytelling, with more to follow through the rest of the year.
Read more: Kevin Hart Releases New Tequila Brand, Gran Coramino
About Gran Coramino
Gran Coramino is a premium tequila brand founded by two world-class masters of their crafts, Juan Domingo Beckmann and Kevin Hart. Built on the belief that “Hard Work Tastes Different,” the brand has surpassed $200M in retail sales and expanded to include a Cristalino, Reposado, and Añejo expression. Gran Coramino has invested over $1.5M in entrepreneurs through The Coramino Fund, providing grants to small business owners across Mexico and the U.S. Learn more at grancoramino.com. Gran Coramino Tequila. 40% Alc./Vol. (80 proof). For more information, visit GranCoramino.com.
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