Kevin Hart and 11th generation tequila producer Juan Domingo Beckmann have teamed up to launch a new tequila brand, Gran Coramino. The first offering from the duo is a Reposado Cristalino.
The creation of Gran Coramino has been two years in the making, with Hart and Beckmann seeking to innovate within the category, and draw from their backgrounds as inspiration. The journey resulted in their first expression to launch – a smooth and balanced Reposado Cristalino tequila. The 100% agave tequila is first aged in eastern European oak barrels and finished in California Cabernet wine casks. The liquid is then transformed into a Cristalino tequila – a unique slow-filtration process that Beckmann invented for the tequila industry more than 10 years ago – delivering a complex, deeply smooth flavor with a crystal-clear appearance.
“Gran Coramino is about people coming together and building a community that everyone can be part of,” said said Kevin Hart. “As someone who loves tequila, I’ve spent the past two years working with Juan Domingo to create a brand and product of the highest possible quality that is accessible to my fans. Juan is an undisputed leader in the tequila industry and, like me, strives for excellence in everything he does. Together with Juan and my partner James Morrissey from Global Brand Equities, we decided on every aspect of this product from the ground up. I wanted something different in the market, to tell a story that hadn’t been told before for my fans, for my culture, and a generation who has never tasted a Cristalino before. It’s the best-kept secret in tequila.”
Gran Coramino owns every step of the tequila-making process from planting, selecting, and harvesting the finest blue Weber agaves from family-owned fields, to distilling and aging the tequila at La Rojeña Distillery in Tequila, Mexico. As the oldest distillery in Latin America, La Rojeña is an historic place for Gran Coramino to be made where, for the past 225 years, Beckmann and his family have dedicated their time to the production of high-quality tequilas.
“Kevin is a proven leader and true tequila aficionado whose creativity, passion, and enthusiasm have driven him to unparalleled success in all of his endeavors,” said said Juan Domingo Beckmann. “From day one, it was clear both Kevin and I share the same philosophy for producing tequila of the highest quality, entrepreneurial drive, and care for the people who make and enjoy tequila. Kevin has become part of our team here in Mexico and I could not think of a better partner to share this journey with, and to introduce Gran Coramino to a new global community of tequila drinkers.”
Beckmann and Hart first bonded over their passion for tequila, as well as their commitment to give back to their respective communities in a meaningful way. Gran Coramino is proud to donate $1 from every bottle sold to support diverse entrepreneurs and small businesses, working with trusted partners in Mexico and the United States to help close wealth and opportunity gaps through cash grants and programs.
Gran Coramino was created and developed by Kevin Hart, Global Brand Equities, and Proximo Spirits.
“Partnering with Kevin Hart has been an incredible experience. Kevin is an engaged entrepreneur who understands the hard work that goes into creating success,” said James Morrissey, Founder & CEO of Global Brand Equities. “When Kevin and I first started talking about the category of tequila, we both shared the common vision to bring higher levels of quality and innovation to the wider consumer. Kevin has been a truly hands-on partner in every aspect of this venture, and he has worked extensively with us to create something wholly authentic. Being able to partner with Juan Domingo Beckmann in the tequila category is a true honor for us. There is nobody who knows the business better than Juan Domingo, and this long-term relationship has helped us realize our vision to bring Gran Coramino to the world.”
Gran Coramino Reposado Cristalino will be available from May 2nd on the brand’s official website,ReserveBar, and at retail across CA, IL, TX, GA, and NY. It will be available nationwide starting June 1st for $49.99 per bottle.