Harvey will serve as Gran Coramino’s chief creative advisor, leading the company’s new “Coramino Woman” initiative
Gran Coramino Tequila has named entrepreneur and model Lori Harvey as its first celebrity partner outside of co-founder Kevin Hart, marking a strategic shift as the premium tequila brand expands its marketing efforts toward women, the company announced July 2.
“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 whom our audience trusts and has the creative vision to launch the Coramino Woman campaign and initiative. 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 ecosystem to make a real impact. 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,” Hart said in a statement.
“Luxury, for me, has always been about intention. It’s about choosing quality, creating meaningful experiences, and surrounding yourself with things that feel authentic to who you are. What Kevin created with Gran Coramino is more than a product; it’s a brand with purpose, standards, and a clear point of view. That’s why coming on as Chief Brand and Creative Advisor is so exciting because it’s a role where I have real creative impact. I can’t wait to help shape the next chapter of Gran Coramino in a way that speaks directly to women who appreciate elevated experiences and aren’t afraid to define success on their own terms. My goal is to create something that feels aspirational, effortless, and genuinely reflective of the lifestyle we’re building around the brand,” Harvey said.
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Source: Black Enterprise
