Ciara joins Ten To One rum as co-ownerBy Nicola Carruthers
American singer Ciara has joined Caribbean rum brand Ten To One as an investor, co-owner and director.
Ciara has teamed up with the brand’s Trinidad-born founder and CEO Marc Farrell.
The singer and entrepreneur was first introduced to the rum through mutual friends with Farrell.
Ciara is said to have discovered a ‘kindred spirit’ in Farrell, whose aim to ‘reinvigorate the rum category deeply resonated with her drive to continuously challenge the status quo in her own endeavours’.
Together, the Goodies singer and Farrell decided to unite to ‘introduce a new generation of consumers to the dynamism and versatility of rum’.
“From my first sip of Ten To One, I was immediately transported,” said Ciara. “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.”
As an active owner and partner for Ten To One, the singer-songwriter will be directly involved in strengthening the brand’s commitment to reshaping the conversation around the category.
Ciara will focus on marketing, creative, business development and strategic partnership.
“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.”
Ten To One is available in bars and restaurants across the US and online.
In June 2021, actor Michael B Jordan announced he will rename his J’Ouvert rum brand following accusations of cultural appropriation from the Caribbean community.