Kevin Hart is on a mission to make luxurious tequila accessible —and do some good at the same time.
Unless you’re an avid tequila fan—like Kevin Hart—you might think tequila is tequila is tequila. It’s a spirit that’s great in your margarita or on Taco Tuesday, but is there really that much difference from brand to brand?
Well, if you’re Hart, the answer is a resounding ‘yes’ and he’s pretty confident that you’d agree that his new brand, Gran Coramino Tequila, now approaching its first birthday, is not just your average same ol’-same ol’.
The difference is, in part, thanks to Hart’s partnership with Juan Domingo Beckmann, whose family is responsible for a name that you likely already know: José Cuervo.
“I have always had a passion for tequila and wanted to create my own brand for years, but was looking for the right person to partner with. When I met 11th-generation tequila maker Juan Domingo Beckmann, I knew we could create something really special,” said Hart. “I’ve been a huge tequila fan for many years, and I knew exactly what I wanted Gran Coramino to taste like. Juan and I worked tirelessly to create the perfect Reposado Cristalino and Añejo and I am so happy with the result. I created Gran Coramino for my fans, for my culture—a tequila that could be presented to my generation correctly.”
Made with 100% blue agave and crafted at the oldest distillery in Latin America—La Rojeña Distillery in Tequila, Jalisco, Mexico—Gran Coramino’s Cristalino tequila may be somewhat unfamiliar, but Cristalino is growing in popularity.
Hart explained what to expect. “A Cristalino is an aged spirit, in our case a Reposado, that is then charcoal- filtered to create a clear and very smooth tequila. You can expect bright notes of a silver tequila, but with a smooth, sophisticated flavor of toffee, berries, and light spice. It’s the perfect choice for the tequila novice or an experienced connoisseur.”
It’s both these tequila novices and experienced connoisseurs that Hart was thinking of when he
designed the brand. He explained he wanted to create a tequila that was premium and luxurious, but still
easily accessible. His recommendation for giving Gran Coramino a try? A Cristalino Highball, though he admitted the tequila is “perfect on the rocks.”
In addition to producing amazing- yet-accessible tequila, though, the Gran Coramino team, including Hart and Beckmann, also has another goal in mind: making a difference.
“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,” said 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. As entrepreneurs from diverse backgrounds, Juan and I know the importance of bringing financial resources and learning opportunities to these communities. The Coramino Fund helps these small businesses make strides towards their goals and solidify their place in the world of entrepreneurship.”
In other words, treating yourself to a bottle of Gran Coramino this weekend is an indulgence that you can feel good about.