Kevin Hart weighs in on his spirit brand, Gran Coramino

Summary

Actor Kevin Hart and business partner James Morrissey discuss the growth and strategy of Hart's tequila brand, Gran Coramino, which has reached $200 million in sales with an 80% year-over-year increase. They emphasize the importance of product quality, distribution partnerships, authentic celebrity involvement, and substantial capital investment in the crowded spirits market. The conversation highlights the business's independent operation and long-term legacy goals.

• Kevin Hart's tequila brand, Gran Coramino, has grown to $200 million in sales with 80% year-over-year growth.
• Hart stresses authentic personal involvement as key to the brand's success, avoiding opportunities that don't align with his values.
• James Morrissey outlines four criteria for success in spirits: quality, distribution, committed team, and capital.
• Distribution partnership with Proximo and Juan Domingo Beckmann provides scale while allowing independent brand decisions.
• The brand has invested $50 to $100 million to build a legacy position in the market.
• The discussion covers the mix of marketing, celebrity endorsement, and quality in a crowded tequila space.
• Morrissey highlights the complexity of liquor distribution in the U.S. and the need for agile operations.
• Hart's business approach focuses on creating something meaningful rather than just slapping his name on a product.