Actor-comedian Kevin Hart and 11th-generation tequila producer Juan Domingo Beckmann, founders of the Gran Coramino Tequila brand, have announced a multi-year partnership, which makes their brand the Official Luxury Tequila of the Philadelphia Eagles.
The Die Hart star, who is a well-known fan of the Philadelphia Eagles, shocked everyone when he was seen with a pet Eagle last year in celebration of the Big Game vs. Kansas City. He was also spotted at several Big Game parties holding Gran Coramino that same week.
“As a die-hard Philadelphia Eagles fan, this partnership marries two of my biggest passions: football and tequila. Last year, I surprised fans with an Eagle to bring luck to my team, but this year, I had to kick it up a notch,” Hart said in a press statement.
“To build anticipation for this football season, my tequila brand signed a multi-year partnership that brings the Eagles and Gran Coramino together. The Eagles are stuck with me now!” he remarked.
The contract will include marketing on the Eagles’ digital platforms and signage inside the team’s Lincoln Financial Field. Eagles fans will get to enjoy drinks at the Gran Coramino-branded bars.
Brian Napoli, Senior Vice President of Corporate Partnerships at Philadelphia Eagles noted that “The opening of the Gran Coramino bar at Lincoln Financial Field will add value and another layer to the premium experience for Eagles fans and guests in attendance.”
Later in the season, Gran Coramino will be holding a draw for fans to win season tickets and an exclusive tequila-tasting event with Eagles Legends. The Eagles hope to capitalize on the recent boom of celebrity spirits brands and the rise in tequila sales, as many U.S. drinkers drop beer in favor of liquor.
Gran Coramino is the latest luxury spirits brand to try to gain market share through a league or team partnership. “It’s a big deal! To be in partnership with the Eagles and aligned with Philadelphia in any way is a good and dope feeling!” Hart expressed this to CNBC in an interview.
Hart has worked with Chase, DraftKings, Fabletics, Old Spice, and other companies in addition to owning a tequila company. In 2022, the Hollywood star opened Hart House, a modern quick-service restaurant that specializes in vegan and plant-based cuisine.
Hart is also the CEO of HartBeat, a media and production company he founded to provide a safe platform for creatives to display their abilities on television and in film.