Kevin Hart’s Tequila Brand Has Reportedly Generated $200M in Sales Since 2022
Kevin Hart’s Gran Coramino tequila has generated about $200 million in cumulative retail sales since 2022, executives said on Yahoo Finance’s “Opening Bid.”
Reporting from Yahoo Finance cites co-founder and liquor executive James Morrissey saying the brand produced $85 million in 2025 retail sales, sold 3.6 million bottles, and delivered nearly $2 million in weekly consumer-level sales in stores. Yahoo Finance also reported that Gran Coramino sold nearly 300,000 nine-liter cases in roughly three years, with about half of those cases attributed to 2025.
The numbers matter because U.S. spirits growth has slowed, so distribution access and pricing power now concentrate among brands that can keep velocity up per store. Media-driven brands also change who controls demand generation in alcohol, shifting leverage from legacy producers toward celebrity-fronted operating teams that can buy attention and convert it into shelf space.
Retail velocity now functions as the gatekeeper
Morrissey said Gran Coramino grew 100% in 2025 versus 2024 on a volume basis. He framed the broader category as flat or declining, with consumers “consuming less” while paying more for products they perceive as higher quality.
That dynamic places more weight on two measurable outcomes. Brands must sustain sell-through once a retailer lists them. Brands must also defend price points as total consumption softens.
Celebrity ownership pairs with legacy manufacturing and brand-building labor
Complex reported that Hart became a co-founder in 2022 alongside 11th-generation tequila maker Juan Domingo Beckmann and Morrissey, who has worked on celebrity liquor brands tied to Post Malone and A$AP Rocky.
Morrissey said the team plans a more aggressive push toward $500 million in total retail sales, including Super Bowl LX activations in San Francisco and meetings with trade partners in multiple cities. Separately, a press release says the brand donates $1 per bottle to the Coramino Fund; AFROTECH reported the fund has supported more than 150 entrepreneurs through $10,000 grants.
