Kevin Hart Enters Spirits Game With Debut of Gran Coramino Tequila

Actor and comedian Kevin Hart on Monday announced the release of his tequila brand, Gran Coramino, created in junction with 11th-generation tequila producer Juan Domingo Beckmann.

The first expression from the brand is a 100% agave tequila first aged in Eastern European oak barrels and finished in California Cabernet casks — used to reflect the fact that Hart lives in California. Beckmann’s slow-filtration process is used to transform the liquid into a Cristalino tequila, a category said to be more complex, deep and smooth, with a crystal-clear appearance.

“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,” Hart said in a news release. “Juan is an undisputed leader in the tequila industry and, like me, strives for excellence in everything he does. Together with Juan and my partner James Morrissey from Global Brand Equities, we decided on every aspect of this product from the ground up. I wanted something different in the market, to tell a story that hadn’t been told before for my fans, for my culture, and a generation who has never tasted a Cristalino before. It’s the best-kept secret in tequila.”

Gran Coramino tequila is distilled and aged at La Rojeña Distillery, the oldest distillery in Latin America.

“Kevin is a proven leader and true tequila aficionado whose creativity, passion, and enthusiasm have driven him to unparalleled success in all of his endeavors,” Beckmann said. “From day one, it was clear both Kevin and I share the same philosophy for producing tequila of the highest quality, entrepreneurial drive, and care for the people who make and enjoy tequila. Kevin has become part of our team here in Mexico and I could not think of a better partner to share this journey with, and to introduce Gran Coramino to a new global community of tequila drinkers.”

Gran Coramino has pledged to donate $1 from every bottle sold to support diverse entrepreneurs and small businesses, working with partners in Mexico and the U.S. to help close wealth and opportunity gaps through cash grants and programs.

Gran Coramino Reposado Cristalino is available now at ReserveBar, grancoramino.com for $59, and at retail locations in California, Illinois, Texas, Georgia and New York. It will be made available nationwide starting June 1 for a suggested retail price of $49.99.

Hart becomes the latest of myriad celebrities, including Dwayne “The Rock” Johnson, Mark Wahlberg, George Clooney and Kendall Jenner, to own a tequila brand.

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