Tequila fans can get ready to toast to an all-new blend of tequila. Global Brand Equities CEO James Morrissey and comedian Kevin Hart share details on their new Gran Coramino Cristalino product.
can get ready to toast to a new brand of Cristalino tequila, a blend that is relatively new to the U.S. liquor market.
The Cristalino category was first created through experimentation, Morrissey revealed. He credited Juan Domingo Beckmann — an 11th-generation tequila maker — with creating the new blend. BOURBON BONANZA: BUFFALO TRACE CELEBRATES FILLING EIGHT MILLIONTH BARRELL OF BOURBON SINCE PROHIBITION Global Brand Equities aims to "disrupt the status quo" of liquor consumption by creating "superior" products with celebrity ties, Morrissey explained — especially as the tequila space has been "highly saturated" in recent years.
"It became evident very quickly how much Kevin actually knew about the world of tequila," he said. "His knowledge of brands and liquids that existed was definitely very surprising to me and encouraging."Morrissey revealed that "tequila aficionado" Hart even touts a tequila bar at his home in Los Angeles, which is stocked with bottles brought back from Mexico as well as U.S. brands that "nine out of 10 consumers have never heard of," he said.
"When we set out on the path to create a new tequila brand, he wanted to be in the driver's seat with us in terms of what the package looked like, what the road to market was and where the price point was," he went on. KEVIN HART OPENS NEW VEGAN FAST-FOOD RESTAURANT IN LA
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