- Lori Harvey has been named Chief Creative Advisor for Gran Coramino Tequila, making her the first celebrity partner the brand has brought on outside of co-founder Kevin Hart.
- Gran Coramino has surpassed $200M in retail sales and grew 85% in 2025, making this the brand's next phase of cultural expansion targeted specifically at female consumers.
- Harvey will lead the "Coramino Woman" initiative, overseeing campaigns, cultural activations, and brand experiences, while also starring in the brand's latest advertising campaign.
- Harvey's role kicks off with the Coramino Summer campaign and will extend across cultural moments in beauty, sports, and lifestyle through the rest of 2026 and beyond.
Lori Harvey is stepping into the spirits world. On June 30, 2026, Gran Coramino Tequila, the premium tequila co-founded by Kevin Hart and 11th-generation tequila master Juan Domingo Beckmann, announced Harvey as its new Chief Creative Advisor. The appointment marks the first time Gran Coramino has brought on a celebrity face beyond Hart’s own.
Harvey will lead and execute the creative vision for the brand’s new “Coramino Woman” platform, which includes curated activations, cultural events, and content, all designed to connect with Gran Coramino’s fastest-growing audience. She also stars in the brand’s debut Coramino Summer campaign.
Hart was direct about why Harvey was the pick. “Lori is the perfect choice. Her audience is loyal, her taste is impeccable, and she is an expert in fully immersing herself in a brand’s ecosystem to make a real impact,” he said in a statement.
Harvey is equally intentional about the move. “Creating meaningful experiences has always been one of my greatest joys,” she said. “Every sip, every gathering, and every celebration should feel thoughtful, elevated, and unforgettable.”
The timing isn’t coincidental. The partnership comes just weeks after Harvey fronted Oner Active’s inaugural ONER MODE campaign, signaling that Harvey is building an ecosystem of lifestyle brand partnerships that span fashion, fitness, and now spirits. The celebrity-tequila space continues to heat up; Mario Lopez recently made his own move in the category.
Harvey’s brand reach includes modeling campaigns for Burberry, Michael Kors, and Valentino, along with her own SKN by LH skincare line, which she founded in 2021, and her Yevrah Swim label.
Takeaways
This deal is a calculated play, not just a celebrity co-sign. Women control or influence 70 to 80% of all consumer purchasing decisions in the U.S., and their presence in the spirits aisle is accelerating. Gran Coramino is clearly positioning itself ahead of that curve.
Harvey isn’t just a face here; she has a creative seat at the table. And for a brand that’s spent four years building on one personality, adding Harvey as the “Coramino Woman” architect is a real structural shift.
Can Lori Harvey convert her lifestyle audience into loyal spirits consumers, or is this primarily a brand-awareness play? Is the “Coramino Woman” initiative broad enough to build a long-term sub-brand or is it a seasonal campaign dressed up as a platform?
