Lori Harvey is stepping into a major new leadership role beyond fashion and modeling. The entrepreneur and model has been named the first-ever chief creative advisor for Gran Coramino Tequila, the premium spirits brand co-founded by comedian and businessman Kevin Hart.

The appointment also marks Gran Coramino’s first celebrity partnership since the brand launched. Harvey will help shape the company’s creative direction while leading a new initiative designed to connect with more women consumers.

Her new position comes at a time of strong business growth for the tequila brand. After reaching $200 million in retail sales and recording 85 percent growth in 2025, Gran Coramino is entering its next chapter with Harvey helping guide its creative vision.

Harvey’s responsibilities extend far beyond appearing in advertisements. She will direct the brand’s creative strategy while helping develop what Gran Coramino calls the “Coramino Woman.”

The initiative will focus on creating experiences that celebrate confidence, style, and meaningful connections. Harvey will also oversee curated events, cultural activations, and original content that reflects the brand’s evolving identity.

Speaking about the opportunity, Harveyshared her excitement for the role.

“Creating meaningful experiences has always been one of my greatest joys. Whether I’m bringing together friends, celebrating family, or simply making people feel seen,” she told WWD.

She added:

“I believe the smallest details leave the biggest impressions, and that’s the philosophy I’ll bring to Gran Coramino. Every sip, every gathering, and every celebration should feel thoughtful, elevated and unforgettable. I’m excited to step into the role of chief creative advisor and can’t wait to help shape the next chapter of the brand and create moments that feel timeless.”

Gran Coramino has experienced remarkable momentum since its launch. The tequila brand reported 85 percent growth during 2025 and surpassed $200 million in retail sales.

Kevin Hart helped establish the brand as one of the fastest-growing names in the premium tequila market. However, company leaders believed the time had come to expand their focus.

Bringing Harvey into the leadershipteam reflects that strategy. Rather than simply adding a celebrity face, the brand entrusted her with developing its long-term creative direction.

The partnership also represents Gran Coramino’s first collaboration with a celebrity outside its co-founder, making Harvey’s appointment a significant milestone for the company.

Hart believes Harvey’s influence reaches far beyond social media. He said her ability to build authentic connections with her audience made her the ideal creative partner.

“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 who our audience trusts and has the creative vision to launch the Coramino Woman campaign and initiative,” Hart said.

He also praised Harvey’s business instincts and creative approach.

“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.”

Harvey has steadily built a reputation as more than a model. She has partnered with major fashion and beauty companies while growing her influence as a businesswoman and creative leader.

In June 2023, she fronted Good American’s equestrian-inspired denim campaign. The following month, she served as a brand ambassador for PrettyLittleThing’s swimsuit collection.

These partnerships helped establish Harvey as a trusted voice in lifestyle, fashion, and branding. Her latest role with Gran Coramino takes that influence into the premium beverage industry.

Harvey’s appointment reflects a growing trend of women taking leadership positions that shape brand identity rather than simply promoting products.

Her work will help define how Gran Coramino connects with women through storytelling, events, and culture. That broader responsibility gives her a direct role ininfluencing the brand’s future.

As Gran Coramino continues to grow, Harvey’s creative leadership could play an important part in its next stage of success. For many young Black women, her appointment also highlights how creative talent can open doors to executive leadership and business influence.

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