Comedian Kevin Hart‘s cofounded tequila brand Gran Coramino is adding Lori Harvey to the mix. The longtime model will serve as the brand’s new chief creative advisor and marks her first collaboration with Gran Coramino with a new campaign.
“Creating meaningful experiences has always been one of my greatest joys. Whether I’m bringing together friends, celebrating family, or simply making people feel seen,” Harvey said in an exclusive statement to WWD.
“I believe the smallest details leave the biggest impressions, and that’s the philosophy I’ll bring to Gran Coramino. Every sip, every gathering, and every celebration should feel thoughtful, elevated and unforgettable. I’m excited to step into the role of chief creative advisor and can’t wait to help shape the next chapter of the brand and create moments that feel timeless.”
The collaboration marks Gran Coramino’s first celebrity partnership. Harvey will work in tandem with the brand to cultivate the Coramino Woman, leading with the new campaign, featuring Harvey with a summertime set backdrop and bottles of Gran Coramino.
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Harvey’s appointment comes after the brand marked a pivotal milestone, reaching $200 million in retail sales. The brand also grew 85 percent over the course of 2025. Though Hart was involved in the foundation of expansion, per the brand, Harvey will lead and execute the creative vision.
The next phase for the brand will include curated activations, cultural events and content designed for the Coramino Woman with Harvey at the helm.
“We’ve spent the last four years building Gran Coramino Tequila with me at the center. As the brand has grown exponentially, we knew it was time to expand our focus on the female audience and bring in a woman who our audience trusts and has the creative vision to launch the Coramino Woman campaign and initiative,” Hart said in a statement.
“Lori is the perfect choice, her audience is loyal, her taste is impeccable and she is an expert in fully immersing herself into a brand’s eco-system to make a real impact,” Hart said. “I’ve always said I am just getting started, and betting on Lori the way I bet on myself is another example of how Gran Coramino is the tequila for the Hardest Workers in the room.”
Prior to her chief creative advisor appointment with Gran Coramino, Harvey built a roster of collaborations and campaign-starring roles. She appeared in the equestrian-inspired campaign for Good American’s denim collection in June 2023, and appeared in a campaign for PrettyLittleThing’s swimwear edit as a brand ambassador in July 2023.
