In just the past few years, tequila has seen a significant growth in popularity — particularly within the US market. No longer the stereotypical college fraternity party drink of choice, tequila has earned its way into the premium spirit category. This is due to a variety of factors including the introduction of new flavors, a greater social media presence and the proliferation of celebrity-owned brands like Kevin Hart’s Gran Coramino™.
Hart’s passion for tequila began long before the mass market appeal for this particular spirit took place. He had been wanting to create a tequila brand of his own for years but was waiting for the right partner to bring his vision to life. It was important to Hart that his tequila make a unique statement amidst the plethora of other tequila brands. That ideal collaboration presented itself when Hart met 11th generation tequila maker, Juan Domingo Beckmann.
“I knew exactly what I wanted Gran Coramino to taste like. I just needed someone who could bring that authenticity and high quality product to fruition,” said Hart, Founder of Gran Coramino Tequila. “Juan, my partner James Morrissey from Global Brand Equities, and myself decided on every aspect of this product. We worked tirelessly to create the perfect Reposado Cristalino and Anejo and I couldn’t be happier with the result.”
Knowing this gives some context to the Gran Coramino tagline, which is Hard Work Tastes Different. It is not just a clever phrase. It is the essence of how this premium tequila came to be and what makes it stand out among the sea of mass marketed spirits. Both Hart and Beckmann are dedicated to their crafts, putting their heart and soul into all they do. So it should come as no surprise that Gran Coramino is made with 100% blue agave tequila crafted at La Rojeña Distillery in Tequila, Jalisco, Mexico, the oldest distillery in Latin America.
It is first aged in eastern European oak barrels and finished in California Cabernet wine casks to reflect the state that Hart calls home. The liquid is then transformed into a Cristalino tequila, which is a unique slow-filtration process that Beckmann invented for the tequila industry more than 10 years ago. Delivering a complex, deeply smooth flavor with a crystal-clear appearance, the quality and craftsmanship is unmatched and gives customers a premium experience with every sip.
“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,” said Beckmann, Founder of Gran Coramino Tequila. “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.”
Since inception, Gran Coramino has been about people coming together and building a sense of community. Being that Hart’s fans and culture served as a significant inspiration in the creation process it was very important to him that this Tequila be correctly presented to his generation. As a result, both the tequila novice and the experienced connoisseur will appreciate the extremely smooth, easy to drink yet sophisticated Cristalino. Presenting notes of vanilla, toffee, berries and light spice, it is the perfect drink for everyone.
“I consider myself a tequila expert – it’s been my drink of choice for years, but I created Gran Coramino with people like myself and people who may be new to tequila in mind,” said Hart. “I was committed to crafting a premium, luxury tequila while still making it accessible so that anyone can try and enjoy it!”
Hart has long thought of a Cristalino as being the best-kept secret in tequila and something that deserves to be introduced to those who have never had the opportunity to taste it. Beyond building awareness and exposure, using Gran Coramino as a vehicle for making a positive impact was also a priority.
As entrepreneurs, long-time philanthropists, and tequila lovers from diverse backgrounds, Beckmann and Hart first bonded over their passion for tequila. However, they quickly realized they shared a commitment of giving back to their respective communities in a meaningful way. Recognizing the importance of bringing financial resources and learning opportunities to deserving small businesses, Gran Coramino is proud to donate $1 from every bottle sold to support diverse entrepreneurs and their endeavors. Working with trusted partners in Mexico and the United States, Gran Coramino is helping close wealth and opportunity gaps through cash grants and programs.
“We’ve been working with Local Initiatives Support Corporation (LISC) to create the Coramino Fund — a give back program providing $10,000 grants to Black and Latinx owned small businesses all over the country,” stated Hart. “I know that pursuing the path of entrepreneurship is hard work. I also know that some of our best and brightest have historically been excluded from opportunities or lacked the resources to pursue their entrepreneurial dreams and we want to do our part to break down those barriers.”
Every time someone purchases a bottle of Gran Coramino, they can find satisfaction in the taste and their contribution to minority-owned small businesses making strides towards their goals and solidifying their place in the world of entrepreneurship. Both the Gran Coramino Cristalino and Gran Coramino Añejo offer a feel good opportunity with a sophisticated flavor combination worth savoring.
The Cristalino. This crystal-clear beverage begins with aromas of cooked agave that give way to notes of vanilla and butterscotch perfectly balanced by subtle floral and berry flavors. The perfectly paired flavors innately mingle on your palate before smoothly transitioning to the long and balanced oak-laced finish.
The Añejo. Deep amber in color, this special tequila is matured for over a year in American oak and French oak barrels before being blended with an Añejo matured in ex-cognac casks. The result is a unique flavor combination of rich oak, nuts, toasted cacao, and coffee bean with an oak-laced long and sweet finish that never disappoints.
Hart’s personal favorite way to drink Gran Coramino is the Cristalino Highball. Although he is quick to mention that it’s also equally palate pleasing on the rocks. However, there is no wrong way to enjoy the premium Gran Coramino Tequila products. In need of inspiration? Here are a few recipes guaranteed to receive rave reviews. [Insert recipes here].
As Gran Coramino gets ready to celebrate its one-year anniversary, there are plenty of new ventures on the horizon, including the first ever Coramino Cup. This innovative, nationwide cocktail competition is aimed at recognizing the hard working, nightlife bartenders. Allowing them to showcase their skills among grueling, nightly challenges, this live event will be hosted by Hart himself and is scheduled to take place this coming July 9th or 10th in Las Vegas, Nevada. Be sure to tune in for this event and all the other exciting Gran Coramino-related ventures to come!
Gran Coramino Reposado Cristalino and Gran Coramino Añejo are available at GranCoramino.com, ReserveBar and at retail locations nationwide for a suggested retail price of $49.99. For more information, please visit GranCoramino.com and follow @GranCoramino on Instagram.
ABOUT GRAN CORAMINO™ TEQUILA
Gran Coramino is a tequila brand founded by two world-class masters of their crafts, Juan Domingo Beckmann and Kevin Hart. As entrepreneurs and tequila lovers, Juan and Kevin first bonded in Tequila, Mexico over their passion for what tequila is and can be, as well as their shared values and desire to innovate the tequila category. Launching first with Gran Coramino Reposado Cristalino, the tequila is matured in Eastern European oak barrels, finished in California Cabernet wine casks and slow-filtered for smooth flavor and crystal-clear color. Gran Coramino will donate $1 from every bottle sold to support diverse entrepreneurs and small businesses from communities in Tequila, Mexico and the United States. Gran Coramino is available at a suggested retail price of $49.99. For more information, please visit www.GranCoramino.com and follow @GranCoramino on Instagram.
ABOUT GLOBAL BRAND EQUITIES
Global Brand Equities (GBE) is the leading producer, owner, and operator of disruptive consumer brands in the spirits industry. Founded by international entrepreneur James Morrissey, the GBE portfolio consists of investments in brands that live in high-growth categories. Responsible for some of the industry’s most successful product launches globally, the company continues to innovate and evolve beyond the average industry standard. Creating long-term growth of brand equity is a priority for all of the GBE businesses, and its foundations are deep rooted in the liquor, manufacturing, and entertainment sectors, ensuring longevity and the ability to scale at a global level. The growing portfolio which Includes Maison No 9 French Rosé, Mercer + Prince Canadian Whisky and Sunny Vodka continues to receive exceptional accolades from leading experts. www.globalbrandequities.com
ABOUT PROXIMO SPIRITS
Proximo is a global innovator of quality spirits that create excitement with every sip. Its unique portfolio of brands includes the world’s best-selling tequila, Jose Cuervo®, the most-awarded tequila in the world, 1800® Tequila, Mexico’s best-selling premium tequila, Gran Centenario®, Bushmills® Irish Whiskey from the world’s oldest licensed whiskey distillery, Stranahan’s® Rocky Mountain Single Malt Whiskey, Proper No. Twelve® Irish Whiskey, The Kraken® Black Spiced Rum, TINCUP® American Whiskey and Pendleton® Canadian Whisky. Learn more at www.proximospirits.com.
ABOUT KEVIN HART
Emmy & Grammy nominated Kevin Hart was born and raised in Philadelphia, Pennsylvania where he launched his career as a comedian during an amateur night at a local comedy club. Over the years Hart has become Hollywood’s box office powerhouse, opening ten films at number one at the box office with $4.23 billion revenue at the global box office. Hart is the Chairman of HARTBEAT and Founder of HartBeat Ventures. Both of these companies play an integral part of his eco-system serving as an incubator for extraordinary growth and creativity. Hart continues to develop, star, and produce feature films and television and podcasts via HARTBEAT for his various partners which include Netflix, Peacock, Sirius XM and Audible. In 2020 Hart released his seventh hour long stand-up special, “Zero Fu**ks Given,” which quickly became Netflix’s biggest stand-up special of 2020 and earned him a Grammy nomination for “Best Comedy Album”. Hart also earned Emmy nominations for “Die Hart,” for “Outstanding Actor in a Short Form Comedy or Drama Series” along with an Emmy nomination for his Docu-series, “Don’t F**k This Up”. Kevin is a New York Times Best Selling author twice over and his first Audible original, “The Decision,” was nominated for an Audie award for “Best Original Audiobook in 2021.”
Kevin’s brand partnerships include Fabletics Men, JPMorgan Chase, Hydrow, NutraBolt, Gran Coramino, AP, Sam’s Club & Old Spice.