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Ten To One enters UK
Caribbean rum Ten To One, backed by Grammy award-winning artist and entrepreneur Ciara, has made its debut in the UK market.
Ten To One was first launched in the US in 2019 by Trinidadian entrepreneur and former Starbucks senior vice-president, Marc Farrell, and R&B singer-songwriter Ciara joined the rum brand in October 2021 as an investor, co-owner and director.
The brand is said to highlight the ‘rich’ cultural heritage of the Caribbean by offering a range of rums sourced from Jamaica, Trinidad & Tobago, Guyana, the Dominican Republic, and Barbados, and telling a new story with a vision that both honours rum’s ‘multifaceted’ legacy and presents the drink in a fresh way to consumers.
“We set out to challenge the status quo and raise the bar for rum,” explained Farrell. “For too long, rum has been trapped in a narrow and oversimplified view of the Caribbean, shaped by distorted narratives. Ten To One represents a deeper pursuit of passion, celebrating rum as a spirit rooted in cultural richness and refined craftsmanship.
“We’re thrilled to bring this spirit of innovation and authenticity to the UK market, offering British consumers a fresh and elevated way to experience rum,” he added.
Ten To One’s portfolio, which includes an extra-proof white rum, an aged dark rum, and the recently launched Five Origin Select blend, aims to offer both versatility and complexity, and is described as perfect for sipping, mixing, and crafting cocktails.
The UK portfolio will feature Ten To One Extra Proof White Rum, Aged Dark Rum, and the Five Origins Select blend, all in 700ml bottles with an RRP ranging from £36.50 to £57 (US$47.40 to $74) via Venus Wine & Spirit Merchants and Master of Malt.
Last year, private equity firm InvestBev invested US$1 million in Ten To One Rum with the view to helping to ‘propel’ the rum brand to ‘new heights’ in the ultra-premium Caribbean rum category.
In addition, Diageo-backed incubator Pronghorn made its first investment in Ten To One in 2022.
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