Kevin Hart is expanding his multi-hyphenate acting, capital investment and streaming empire with a third expression of Gran Coramino tequila.
On Tuesday, Hart announced the launch of Gran Coramino Reposado, the latest release from his spirits brand launched in 2022 alongside 11th-generation tequila producer Juan Domingo Beckmann. Housed inside the brand’s signature twisted decanter, the reposado promises to deliver a new rendition of Hart’s best-selling concept originally popularized with a cristalino and añejo.
According to the brand, the reposado is double distilled at La Rojeña Distillery in Tequila, Mexico before aging “for months” in new American and French white oak barrels. Unlike other releases from Gran Coramino, the liquid is then blended with extra añejo reserves finished in ex-brandy barrels, said to imbue flavors of stone fruit and toasted oak to the final product. While previous bottling ran the gamut from $60 to $100, Gran Coramino Reposado has been made available at $41.99.
“I know we’ve created a product unlike anything else in the Reposado category,” Hart said in a news release. “When we started our process of developing Gran Coramino Reposado, I told the team that it had to deliver the same smooth and slightly sweet finish that people love in our Cristalino and Añejo variations, and I meant it.”
Gran Coramino is among an avalanche of celebrity-owned tequilas piling up on liquor store shelves. Two years before Hart got in on the industry, frequent co-stars Dwayne “The Rock” Johnson and Mark Wahlberg launched competing agave spirits of their own alongside ventures from Kendall Jenner, Michael Jordan and reigning top dog George Clooney.
Nonetheless, Hart has managed to stay in the headlines with a frequent stream of savvy business moves. Gran Coramino signed on as an official partner of the Philadelphia Eagles last year and recently raised $1 million for Black and Latinx small business owners through its ongoing Coramino fund.
Behind the scenes, Gran Coramino is spearheaded by Juan Domingo Beckmann, the billionaire tequila mogul behind Jose Cuervo, 1800 and Gran Centenario.
“Our quality standard is built upon a centuries-long technique and perfecting a process that guarantees an unparalleled smoothness,” Beckmann said. “Gran Coramino Reposado has a unique taste due to its blend with Extra Añejo tequilas matured in Brandy barrels. The resulting tequila delivers a complex agave aroma and slightly sweet wine finish, making it an approachable aged tequila for our audience to discover.”
