Let’s be real. When another celebrity announces a spirits brand, most of us just roll our eyes. It feels like a rite of passage for the ultra-famous now—get a Netflix special, buy a sports team, and slap your name on a bottle of "premium" tequila. Usually, these bottles are more about the marketing budget than the actual liquid inside.
But Kevin Hart did something kinda different.
Instead of just being a "face" for a brand owned by a massive conglomerate, he went and partnered with Juan Domingo Beckmann. If you don't know the name, Beckmann is basically tequila royalty. He’s an 11th-generation producer whose family is the force behind Jose Cuervo. They’ve been doing this for over 250 years.
That partnership resulted in Gran Coramino, and honestly, it’s managed to cut through the noise of the crowded celebrity liquor market by focusing on a specific, weirdly misunderstood category: Cristalino.
What is Gran Coramino Anyway?
Basically, Kevin Hart’s brand isn’t just one bottle. It’s a lineup that leans heavily into the "smooth" factor. The flagship is the Gran Coramino Reposado Cristalino.
Now, if you’re a tequila purist, the word "Cristalino" might make you twitch. It’s a relatively new category that’s been exploding in Mexico but is still confusing people in the States.
Here’s the deal: They take a Reposado (which has been aged in Eastern European oak barrels) and then finish it in California Cabernet Sauvignon wine casks. That gives it a rich, dark berry and vanilla profile. But then—and this is the "Cristalino" part—they filter it through charcoal to remove the color.
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The result? It looks like water but tastes like an aged spirit. It’s a bit of a mind-trick.
The Lineup and Prices
You’ve got a few choices depending on how much you want to drop on a Friday night:
- Reposado Cristalino: Usually around $50. This is the one you’ll see most often.
- Añejo: This one hits closer to $100. It’s aged longer and hasn’t been filtered clear, so it keeps that deep amber look.
- Reposado (Traditional): A more recent addition that stays at a lower price point, often around $35-$45.
The price point is intentional. Hart has been pretty vocal about wanting this to be "accessible luxury." It’s not a $20 bottle of rail tequila, but it’s not a $500 bottle of "look-at-me" juice either.
Why Gran Coramino Isn't Just a "Vanity Project"
Usually, when a celeb starts a brand, they show up for a photoshoot and then disappear. According to James Morrissey, the CEO of Global Brand Equities (the firm that helped launch the brand), Hart was actually in the driver’s seat.
He wasn’t just picking the logo. He was in Mexico, tasting blends, arguing about the bottle weight, and figuring out the "road to market."
Honestly, the bottle itself is a vibe. It’s got this twisted, architectural look that feels heavy in your hand. But the real "expert" move was picking the Cristalino category. While everyone else was fighting over Blanco and Reposado, Hart’s team targeted a niche that was already the fastest-growing segment in Mexico but had very little competition in the U.S.
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Within 12 months of launching in May 2022, Gran Coramino was already in the top 5% of all tequila brands by volume. That doesn't happen just because you're funny on Instagram. It happens because the distribution is aggressive and the product doesn't taste like rubbing alcohol.
The Flavor Profile: What Does It Actually Taste Like?
If you’re expecting the bite of a traditional highland tequila, you might be surprised. Gran Coramino is built for people who want "smooth."
The Reposado Cristalino has a very distinct vanilla and toffee nose. Because it’s finished in wine casks, there’s this subtle fruitiness—think dark berries or cooked agave. It’s sweet. Kinda like an after-dinner sipper.
Some critics have pointed out that it might be too smooth for those who love the earthy, peppery kick of a traditional Blanco. If you like the burn, this might feel a little "tequila-lite" to you. But for the casual drinker who wants to sip something on the rocks without making a "lemon face" after every gulp? It’s exactly what they’re looking for.
Real Reviews and Awards
- The Critics: It scored a Silver Medal (86 points) from the Beverage Testing Institute.
- The Casuals: On sites like Total Wine and ReserveBar, it consistently pulls 4.3 to 4.8 stars.
- The "Haters": You’ll find some tequila aficionados on Reddit who think it’s too filtered. But even they usually admit the bottle looks great on a bar cart.
The Business of Giving Back: The Coramino Fund
One thing you can’t ignore about the Kevin Hart tequila brand is the "Give Back" component. A lot of brands do the "1% for the planet" thing, but Gran Coramino went specific.
They donate $1 from every bottle sold to the Coramino Fund.
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This isn't just a vague charity. They partnered with LISC (Local Initiatives Support Corporation) to provide $10,000 grants to Black and Latinx entrepreneurs. As of late 2025, they’ve already distributed over $1 million to more than 100 small businesses.
It’s a smart move. It connects the "Hard Work Tastes Different" slogan to actual people who are grinding to build something. It makes the brand feel a little more grounded in reality than your average celebrity-backed spirit.
What Most People Get Wrong About Gran Coramino
There’s a misconception that because it’s clear, it’s a Blanco. It’s not.
If you try to use the Cristalino in a recipe that calls for a crisp, citrusy Blanco, the drink might end up tasting a bit "off" or overly sweet. Because of the oak and wine cask aging, it behaves more like a whiskey or a brandy in terms of flavor profile.
If you’re going to mix it, try it in a Ginger Margarita or something with a bit of spice to balance out that vanilla. Honestly, though, this brand is designed to be drank neat or with a single large ice cube.
Actionable Steps for Your Next Pour
If you're thinking about grabbing a bottle, here is how to actually get the most out of it without looking like a rookie:
- Check the Price: Don't pay over $60 for the Reposado Cristalino. It's a premium product, but it's meant to be accessible. If a liquor store has it for $75, walk away.
- Sip, Don't Shoot: This isn't the tequila you use for "2-for-1" shots at a dive bar. The filtration process is meant to be tasted. Pour it into a glass and let it breathe for a minute.
- The "Wine Cask" Factor: If you're a fan of Cabernet Sauvignon, you'll likely notice the influence of the wine casks in the finish. Look for that hint of dark fruit—it’s the brand's signature.
- Support Small Biz: If you care about where your money goes, know that buying a bottle actually contributes to the Coramino Fund. You can even check their website to see which businesses in your area might have received grants.
The tequila market is only getting more crowded, but Hart has managed to build something with staying power. It’s a mix of 11th-generation expertise and 21st-century marketing. Whether you're a fan of his comedy or not, the business model—and the liquid—is hard to ignore.