Kevin Hart reveals how Gran Coramino tequila is growing fast—even as US alcohol sales decline—by focusing on quality, partnerships, and premium demand.
Kevin Hart’s Gran Coramino Defies the Alcohol Slump With Premium Tequila Strategy
At a time when the U.S. alcohol market is slowing, Kevin Hart and business partner James Morrissey are proving that premium quality can still win. In a recent interview, the duo broke down how their tequila brand, Gran Coramino, has managed to post impressive growth despite a broader industry downturn.
Growing While the Market Shrinks
Gran Coramino’s rise stands out in a challenging environment. While overall U.S. spirits sales declined by 2.2% in 2023, the brand has sold nearly 300,000 nine-liter cases in just three years, with more than half of that growth coming in the past year alone. That performance signals not just smart marketing, but real consumer demand.
The Product Comes First
Kevin Hart made it clear that success didn’t start with celebrity power—it started with the tequila itself. According to Hart, repeat purchases are driven by taste and quality. Morrissey echoed that sentiment, emphasizing that Gran Coramino is an ultra-premium tequila that happens to be owned by a world-class entertainer, not the other way around. The focus on craftsmanship has helped the brand earn credibility beyond celebrity hype.
Partnerships That Actually Matter
A major pillar of Gran Coramino’s strategy has been authentic, strategic partnerships. The brand has aligned with major sports teams like the Philadelphia Eagles and Atlanta Hawks, expanding visibility in high-engagement markets. More importantly, Morrissey highlighted the brand’s collaboration with Juan Domingo Beckmann, an 11th-generation tequila maker, and the powerful distribution support of Proximo. Hart himself stays hands-on, regularly meeting distributors and trade partners to strengthen relationships.
Premium Over Volume: A Changing Consumer Mindset
Both founders pointed to a clear consumer shift: people are drinking less, but buying better. Today’s consumers are willing to pay more for higher-quality spirits, prioritizing experience over volume. Gran Coramino has positioned itself squarely within this trend, benefiting from a market that values craftsmanship and authenticity.
A Global Vision, Not a Quick Win
Looking ahead, Kevin Hart’s ambitions stretch far beyond early success. His goal is for Gran Coramino to become a globally recognized tequila brand, available on shelves worldwide. For aspiring entrepreneurs, Hart shared straightforward advice: pursue what you love, build genuine relationships, and remember that ideas only matter when paired with action. Surrounding yourself with “doers,” he said, is what turns vision into reality.
The Takeaway
Gran Coramino’s story shows that even in a declining alcohol market, brands built on quality, authenticity, and long-term vision can thrive. By focusing on the product first and using celebrity influence as a boost—not a crutch—Kevin Hart and James Morrissey have created a tequila brand that’s growing against the odds.