Lori Harvey is attaching her name to a tequila brand that has already made millions.
Kevin Hart and 11th-generation Tequila maker Juan Domingo Beckmann founded Gran Coramino Tequila. Hart spent several years finding the right partner for the award-winning company, which now offers Cristalino, Reposado, and Añejo expressions, according to its website.
Coramino Woman
As AFROTECH™ previously told you, Gran Coramino Tequila recently surpassed $200 million in total retail sales. It also grew by 85% in 2025. Now the brand wants to expand its reach to cater to women. According to data from Nielsen, women will control “75% of the discretionary spend” by 2028. Furthermore, they are the fastest-growing consumer segment in the spirits industry, according to data from Persistence Market Research.
Gran Coramino Tequila wants to capture the attention of more women audiences. It has tapped Lori Harvey as its chief creative advisor, according to a press release shared with AFROTECH™. This marks the brand’s first celebrity partnership.
Harvey brings experience as a founder of the skincare line SKN by LH and the swimwear line YEVRAH, and as a collaborator with luxury houses including Valentino, Burberry, and Chanel.
“We’ve spent the last 4 years building Gran Coramino Tequila with me at the center. As the brand has grown exponentially, we knew it was time to expand our focus on the female audience and bring in a woman who our audience trusts and has the creative vision to launch the Coramino Woman campaign and initiative. Lori is the perfect choice, her audience is loyal, her taste is impeccable and she is an expert in fully immersing herself into a brand’s eco-system to make a real impact. I’ve always said I am just getting started, and betting on Lori the way I bet on myself is another example of how Gran Coramino is the tequila for the Hardest Workers in the room,” Hart said in the press release.
Harvey will guide Coramino Woman’s creative vision, experiential design, and brand storytelling in collaboration with the Gran Coramino Tequila team. Her first effort is a Coramino Summer campaign.
“I can’t wait to help shape the next chapter of Gran Coramino in a way that speaks directly to women who appreciate elevated experiences and aren’t afraid to define success on their own terms. My goal is to create something that feels aspirational, effortless, and genuinely reflective of the lifestyle we’re building around the brand,” Harvey explained in the press release.
