Kevin Hart says Gran Coramino is the fastest growing celebrity tequila brand in the world after doubling revenue to $200M

Gran Coramino

Gran Coramino, the tequila brand co-founded by Kevin Hart and James Morrissey in partnership with the Beckmann family's Proximo Spirits, has doubled revenue year-on-year to $200M, which Morrissey says makes it the fastest-growing celebrity tequila brand in the world.

The brand launched from a deliberate bet against the celebrity endorsement model. Morrissey's firm builds brands in joint venture with entertainers who want ownership, not ambassador fees. The tequila category was the target, but the crowded celebrity end of it was the problem. The differentiator they settled on was access: partnering with Juan Domingo Beckmann Jr. and the Beckmann family's Proximo machine gave Gran Coramino distribution scale that independent celebrity plays typically can't reach.

Hart is explicit that the name-on-a-bottle strategy doesn't work. The brands that break through, in his view, are the ones where the founder is physically present — at the distributor meetings, at the restaurant accounts, at the liquor stores. He draws a direct comparison to Kim Kardashian, arguing she doesn't get credit for how consistently she shows up at the office and in meetings. His own pitch to distributors was the same: that he's not a check-grab, and that he has a multi-year plan.

“Gran Coramino is now the fastest growing celebrity tequila brand in the world. We grew last year by a 100% year on year. We've done $200,000,000 in — the business today. Most celebrities should not create businesses that they want to own. The endorsement model is a good model for most celebrities.”

Structure and scale

The partnership model is deliberate. Gran Coramino sits as an independent entrepreneurial company that moves quickly on market decisions, while Proximo supplies the manufacturing and distribution infrastructure. Morrissey frames large alcohol corporations as strong innovators but poor disruptors — the agility/scale split is the core structural logic.

Hart describes his own operating model as integration rather than time-boxing. Rather than carving out separate windows for each project, he embeds partnerships into whatever he's already doing — a film set, a tour, a golf round. He frames this as eliminating the fight for time rather than managing it.

Competitive dynamic

Morrissey also works with Post Malone and A$AP Rocky on separate brand builds. Hart says he watches what competitors are doing and takes "small pieces of the recipe," while making clear he wants everyone to win — just slightly less than Gran Coramino.

At $200M revenue and 100% year-on-year growth, the brand has moved past the proof-of-concept stage. The question now is whether that growth rate holds as it scales into less evangelical distribution territory.