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‘I’m Positive Everyone Will Love It’: Kevin Hart Adds to His $450M Empire by Expanding His New Tequila Brand

If you think Philadelphia native and box-office sure shot Kevin Hart is just a funny guy, you are sorely mistaken. The entrepreneur is laughing all the way to the bank with his new tequila from his spirits company — and its getting raved reviews from tastemakers all around.

While Hart is joining the array of celebrities introducing their brands of tequila, the comedian has put a twist on his.

Hart’s new adult beverage company is called Gran Coramino. It now adds an additional revenue stream to his $450 million portfolio by introducing an añejo Tequila to the company’s range.

As a businessman, he didn’t just jump in the space without support. For the Gran Coramino Tequila he’s partnered with 11th-generation tequila producer Juan Domingo Beckmann, CEO of industry giant Jose Cuervo. Gran Coramino Tequila distinguishes itself in the market with a Cristalino expression, Robb Report states.

Why Launching a Cristalino Tequila was a Smart Move

Hart has not become one of Forbes highest-paid celebrities because he just jumps into anything without calculation, he does so with careful consideration and research. Which makes his decision to launch a Cristalino Tequila seem very smart. The style of tequila is the fastest-growing category in the market, according to Forbes.

In 2020, the global market for tequila was valued at $8.2 billion, and by 2028, the size of the market is expected to increase to $18.5 billion.

It is different from other styles of tequila because it been filtered through activated charcoal to eliminate the color imparted by wood aging and 100 percent made from agave.

Cristalino, which means “crystalline” in Spanish, is a special type of tequila. Typically, Cristalino is an añejo or extra añejo tequila that has been filtered with activated charcoal. This process removes the tequila’s color and enhances its fruity and floral flavor.

In a press release, the tequila is said to have been created and developed by Kevin Hart, Global Brand Equities, and Proximo Spirits, ushering him into the space with a luxury brand made with the most premium elements.

He said, “I couldn’t be more excited to introduce Gran Coramino Añejo to the tequila community.”

“It’s a truly sublime drink,” Hart continued. “Bringing Añejo to both tequila connoisseurs and new tequila drinkers alike has been a goal since we launched Gran Coramino — I’m positive everyone will love it as much as I do. I am so proud of this second expression and can’t wait for everyone to see what else is to come!” 

His partner Beckman has been stomping with Hart, aggressively hitting the publicity trail with the comedian, making sure people understand while Hart is known for jokes, this effort is serious business, and is just the start for something bigger.

“Our first tequila, Gran Coramino Cristalino, was finished in Cabernet Sauvignon wine casks to give it a sweet berry finish,” Beckmann said in a statement. “But the magic touch to our añejo is its incredible maturation process, using American and French oak barrels as well as reserves from ex-Cognac casks. This is one of the most complex and robust anejos I have created and will be attractive to both tequila enthusiasts and Cognac drinkers alike. I am truly proud to bring this tequila to the US.”

Hart’s Charitable Tequila Tie-in

It is not only about making money for Hart, it is also about using those resources to change lives.

With his Help from the Hart Foundation, he provides scholarships to deserving young people. The foundation partners with and is “supported by forward-thinking companies, brands, nonprofits, and other notable organizations that address many of the challenges that our youth and underserved communities face on a daily basis,” according to its website.

With his mind set on succeeding in the spirits and alcohol industry, like he has done in entertainment, he also believes there is a philanthropic opportunity for the company to engage.

As a way to give back, $1 from each bottle sold will be donated to support entrepreneurs and small businesses, working with partners in Mexico and the United States to offer cash grants and programs.

Hart Keeps Building Wealth

Over the past seven years the 43-year-old has grossed on average approximately $63 million per year through touring, movies, merchandise, endorsements and more.

A great deal of his wealth from his recent deal for his new media venture called HartBeat, a venture that is slowly inching him close to the half-a-billion mark.

In May 2022, he and a private equity firm called Abry Partners raised a $100 million investment. By doing so, his production company’s valuation skyrocket to $650 million. Hart, who has an 85 percent stake in the business, now ballooned his net worth with a $552 million payday.

Hart is also on the board of Comcast Corp, the owners of NBCUniversal and the company’s streaming service brand, Peacock, is now a HartBeat shareholder. 

What’s unique about this businessman, while he is invested in the workings of the distribution models of NBCUniversal, he owns and/or controls the majority of his brand’s intellectual property, including movies, television and other content appearing on various emerging media platforms (notwithstanding social media).

Ventures, particularly Laugh Out Loud and HartBeat, that exploded with online content over the coronavirus pandemic, when millions were forced to stay home and consume content.

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