by Sidnee Michelle
July 2, 2026
Harvey will function Gran Coramino’s chief artistic advisor, main the corporate’s new “Coramino Lady” initiative
Gran Coramino Tequila has named entrepreneur and mannequin Lori Harvey as its first superstar accomplice outdoors of co-founder Kevin Hart, marking a strategic shift because the premium tequila model expands its advertising efforts towards girls, the corporate introduced July 2.
Harvey will function Gran Coramino’s chief artistic advisor, main the corporate’s new “Coramino Lady” initiative, a long-term platform designed to interact feminine customers by way of advertising campaigns, cultural activations, and model storytelling. The appointment comes because the tequila model appears to construct on its reported development following greater than $200 million in retail gross sales, in line with Gran Coramino.
The model, co-founded by comic and entrepreneur Kevin Hart and Eleventh-generation tequila grasp Juan Domingo Beckmann, stated Harvey will oversee artistic course throughout campaigns, experiential occasions, expertise partnerships, and visible branding starting with the Coramino Summer time marketing campaign, which launches throughout summer time 2026.
“We’ve spent the final 4 years constructing Gran Coramino Tequila with me on the middle. Because the model has grown exponentially, we knew it was time to develop our give attention to the feminine viewers and usher in a girl whom our viewers trusts and has the artistic imaginative and prescient to launch the Coramino Lady marketing campaign and initiative. Lori is the right alternative; her viewers is loyal, her style is impeccable, and he or she is an skilled in absolutely immersing herself right into a model’s ecosystem to make an actual impression. I’ve at all times stated I’m simply getting began, and betting on Lori the best way I wager on myself is one other instance of how Gran Coramino is the tequila for the toughest staff within the room,” Hart stated in a press release.
The corporate stated the appointment displays its subsequent section of development after reporting an 85% enhance in gross sales throughout 2025. Whereas Gran Coramino has beforehand centered its advertising round Hart, executives stated Harvey will assist broaden the model’s attraction by way of luxurious, life-style, magnificence, and sports-focused programming.
Based on Harvard Enterprise Assessment, girls affect an estimated 70% to 80% of client buying selections in america. Business analysis additionally exhibits girls symbolize one of many fastest-growing demographics inside the premium spirits class, with tequila persevering with to realize market share amongst customers looking for higher-end choices.
“Luxurious, for me, has at all times been about intention. It’s about selecting high quality, creating significant experiences, and surrounding your self with issues that really feel genuine to who you’re. What Kevin created with Gran Coramino is greater than a product; it’s a model with objective, requirements, and a transparent perspective. That’s why approaching as Chief Model and Artistic Advisor is so thrilling as a result of it’s a task the place I’ve actual artistic impression. I can’t wait to assist form the following chapter of Gran Coramino in a manner that speaks on to girls who recognize elevated experiences and aren’t afraid to outline success on their very own phrases. My objective is to create one thing that feels aspirational, easy, and genuinely reflective of the life-style we’re constructing across the model,” Harvey stated.
Gran Coramino produces Reposado, Cristalino, and Añejo tequilas at La Rojeña Distillery in Jalisco, Mexico. The corporate stated Harvey’s artistic course will start showing throughout campaigns, curated occasions, and client experiences all through the rest of 2026.
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