Kevin Hart debuts Tequila brandBy Nicola Carruthers
American comedian Kevin Hart has partnered with the producer of Jose Cuervo to launch Gran Coramino Tequila.
Hart previously teased his plans to move into Tequila on Instagram in February 2021.
The American actor has now teamed up with Proximo Spirits, the company behind the world’s biggest-selling Tequila brand Jose Cuervo, and Global Brand Equities, to create Gran Coramino.
The project has been under development for two years.
Gran Coramino debuts with the launch of a reposado cristalino, which has been created by 11th generation Tequila maker Juan Domingo Beckmann.
James Morrissey, founder and CEO of Global Brand Equities, said: “When Kevin and I first started talking about the category of Tequila, we both shared the common vision to bring higher levels of quality and innovation to the wider consumer.
“Kevin has been a truly hands-on partner in every aspect of this venture, and he has worked extensively with us to create something wholly authentic.
“Being able to partner with Juan Domingo Beckmann in the Tequila category is a true honour for us.”
The 100% agave Tequila is first aged in eastern European oak barrels and finished in Californian Cabernet wine casks in honour of Hart’s home state.
The liquid is then converted into a cristalino Tequila through a slow filtration process that was created by Beckmann for the Tequila industry more than a decade ago.
The expression is made at La Rojeña Distillery in Tequila, Mexico, said to be the oldest distillery in Latin America. The site has produced Tequilas for the Beckmann family for the past 225 years.
Hart added: “Gran Coramino is about people coming together and building a community that everyone can be part of. As someone who loves Tequila, I’ve spent the past two years working with Juan Domingo to create a brand and product of the highest possible quality that is accessible to my fans.”
The brand will donate US$1 from each bottle sold to support diverse entrepreneurs and small businesses, working with partners in Mexico and the US to offer cash grants and programmes.
Gran Coramino Reposado Cristalino is available to buy from grancoramino.com, Reserve Bar and in the off-trade across California, Illinois, Texas, Georgia and New York.
It will be available across the US from 1 June for RRP US$49.99.
Global Brand Equities recently partnered with rapper Asap Rocky and E&J Gallo to launch a Canadian whisky brand.
Proximo Spirits, the US arm of family-owned firm Becle, is also no stranger to celebrity collaborations. The company acquired Conor McGregor’s Proper No. Twelve Irish whiskey brand in a deal worth up to US$600 million in April last year.