With celebrities increasingly launching or taking leadership roles in craft alcohol brands, the Grammy Award-winning performer Ciara has become co-owner, investor and director of Ten To One Rum.
She joins the brand’s Trinidad-born Co-founder and CEO Marc Farrell, whose vision is for reimagining the craft rum category.
Ciara discovered the brand through mutual friends with Farrell.
“From my first sip of Ten To One, I was immediately transported,” she says. “Not only is the product exceptional, but Marc has helped the brand establish a clear and authentic point of view. I knew immediately that I had to get involved!”
“I couldn’t be more excited to help the brand build on its amazing foundation, and invite new audiences to rediscover their love for rum through Ten To One,” she adds.
As an active owner and partner for Ten To One, Ciara will be directly involved in amplifying the brand’s commitment to reshaping the conversation around rum, the company says. With a focus on marketing, creative, business development and strategic partnerships, she will work closely with Farrell.
“To see how deeply our core values resonated with Ciara, I knew this was a natural partnership from day one,” says Farrell. “The central idea that we are stronger together than we are apart, which is so foundational to Ten To One and to Caribbean culture, is directly embodied by her collaborative spirit and unmatched energy, and we look forward to continuing to rewrite the rum narrative with Ciara as a part of our team.”
Ten To One is available in bars and restaurants nationwide, and online for national shipping.