In SummarySinger and dancer Ciara has formed an alliance with Marc Farrell, the Trinidadian founder of Ten To One rum, inspired by their similar ideals of community, optimism and spontaneity.
Ciara has danced her way into a partnership as an investor, co-owner and director for the Ten To One rum brand.
The Grammy-winning singer and dancer will be actively involved in elevating the brand’s commitment to redefining the discourse surrounding all things rum, according to a press statement.
“From my first sip of Ten To One, I was immediately transported,” Ciara said. “Not only is the product exceptional, but Marc [Farrell] has helped the brand establish a clear and authentic point of view. I knew immediately that I had to get involved!”
She will work directly with Farrell, who launched the brand in 2019, to deliver his vision for an open and inspired spirit to new places where she has made significant relationships, focusing on marketing, creative, business development and strategic alliances.
Ten To One offers a variety of premium and award-winning blended rums from the Caribbean, per their press statement. Farrell’s extensive economic expertise and cultural ties inspired him to create a series of blends that aim to defy preconceptions and refresh the way people taste, experience and talk about rum.
The current portfolio features rums from all over the Caribbean, including Jamaica, Trinidad and Tobago, the Dominican Republic and Barbados. It also includes three expressions: an extra-proof white rum, an aged dark rum and a limited bottling of a 17-year, single cask Reserve rum that you likely won’t be tasting unless you purchased it before it quickly sold out.
“To see how deeply our core values resonated with Ciara, I knew this was a natural partnership from day one,” said 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.”
Ciara shares his enthusiasm, adding she “couldn’t be more excited” to help the brand build on its amazing foundation and invite new audiences to “rediscover their love” for rum.