- Gran Malo, co-founded by Luisito Comunica in 2021, is running a "Cinco de Malo" sweepstakes open through June 30, 2026, with a grand prize package valued at $10,000 including branded merch and a full party setup.
- The brand is simultaneously rolling out new 50ml "Gran Malitos" in single ($1.99) and 8-pack ($15.99) sizes, available just in time for Cinco de Mayo in select U.S. markets.
- Gran Malo is the leading spirits brand in California across all major Hispanic chains and has expanded its U.S. footprint to Arizona, Colorado, Florida, Illinois, Nevada, New Mexico, and Texas following a breakout 2024 Southern California launch.
Luisito Comunica and his spicy tamarind tequila brand Gran Malo are making Cinco de Mayo their own.
The brand is officially calling it “Cinco de Malo,” and they’re backing it with a sweepstakes offering a grand prize worth $10,000, plus additional prizes including branded speakers, shot glasses, hats, and tattoos.
Timed to the campaign is the debut of Gran Malitos, a new 50ml size now available in singles and 8-packs, making it easy to kick off any pre-party or precopeo, as the brand calls it.
Gran Malo became the biggest new spirit brand in Southern California in 2024, before Spirit of Gallo expanded its U.S. distribution to six additional states in March 2025. The brand is also one of Amazon’s top 10 sellers within all food and beverage in Mexico.
Much like Diego Boneta’s partnership with Avocados From Mexico, this campaign leans into authentic Mexican cultural identity as a marketing engine, and it’s working.
Luisito Comunica, who currently boasts a combined 128 million followers across his social platforms, is the brand’s co-founder alongside Casa Lumbre, with Spirit of Gallo serving as exclusive U.S. distributor.
Beyond Gran Malo, Luisito has built an expansive entrepreneurial portfolio, including his clothing line Rey Palomo, mobile phone company Pillofon, and restaurant investments. He has also appeared as a keynote speaker at the World Economic Forum in Davos and YouTube’s Brandcast Mexico event.
In a parallel move in the influencer-brand space, iShowSpeed’s recent global campaign with Expedia shows how digital-native creators are commanding major branded moments at scale.
Takeaways
This isn’t just a holiday activation, it’s Gran Malo planting its flag in the competitive U.S. spirits market with a creator who owns the brand.
Luisito Comunica isn’t a paid face here; he’s a co-founder, which gives this campaign a level of authenticity that most celebrity alcohol endorsements simply can’t replicate.
The new 50ml Gran Malitos format is also a smart retail play: low price point, high impulse purchase potential, perfect for getting the product into new hands at scale.
With Spirit of Gallo’s distribution muscle behind it and Luisito’s 128 million followers amplifying it, Gran Malo is positioning itself as the go-to Latino party shot brand in America, and Cinco de Mayo is the perfect proving ground.
Can Gran Malo’s co-founder model, where the creator has real equity stake, become the new standard for influencer-brand spirits deals? How much of Gran Malo’s U.S. success can be directly credited to Luisito Comunica’s social reach vs. Spirit of Gallo’s distribution network?
