Juan Domingo Beckmann, Kevin Hart See Strong Rollout For Gran Coramino Tequila

Last year, Cuervo CEO Juan Domingo Beckmann expanded Proximo Spirits’ high-end Tequila portfolio by partnering with comedian and actor Kevin Hart to create Gran Coramino. With the benefit of Proximo’s distribution network and Hart’s celebrity, the upscale label jumped out to an estimated 50,000 cases in only a partial year on the market last year, according to Impact Databank, with growth ongoing so far in 2023.

Beckmann tells SND the brand has exceeded expectations, ranking as the third-strongest Tequila category value driver in Nielsen channels over the last six months. “We knew we would beat estimates across the top five states with the usual strong affinity for Tequila, but I’ve been surprised at the extraordinary consumer pull across the entire country,” he says. “We’ll continue to drive distribution, awareness, and trial as our number-one priority.”

Gran Coramino currently offers two expressions, Cristalino and Añejo, retailing at around $50 and $100, respectively. In addition to attracting existing Tequila drinkers, Gran Coramino’s Añejo is pulling consumers from Cognac, Beckmann notes. The Cristalino, an aged, clear Tequila finished in Cabernet Sauvignon barrels, caters to rising interest in that style, which Beckmann says delivers both smoothness and complexity. “The Cristalino category is an exciting one to watch here in the U.S., as in Mexico it is more than 35% of the total category value,” he says. “We chose to launch Gran Coramino with a Cristalino to follow the growth in Mexico and disrupt the ultra-premium market here in the United States.”

Meanwhile, Hart is cultivating a wider audience for Gran Coramino through his fan base. “His love and passion for Tequila was so strong, and he had a clear vision of what he wanted, as well as what he knew his consumer would want,” says Beckmann. “Kevin has shown his commitment by becoming an expert in Tequila, finishing his Academia Mexicana de Catadores de Tequila and tasting all the liquids with me to create the perfect product.” Hart also helped develop the packaging and brand identity, along with Beckmann and Global Brand Equities.

Looking ahead, the plan is for Hart to continue drawing new consumers to the label, with its quality credentials intended to ensure they become repeat purchasers. As Gran Coramino’s partners build on their early progress, there remains ample growth potential for the Tequila category overall, Beckmann observes, with American consumers’ knowledge of whisk(e)y, for example, still far more advanced. The Cristalino segment in particular is a big opportunity for the future, he adds.

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