GRAMMY Award-winning artist, Ciara, has joined Ten To One Rum as an investor, co-owner, and director for the brand.
Ciara is said to have found a kindred spirit in Trinidad-born founder and CEO Marc Farrell. As she strives to challenge the status quo in her own endeavours, Farrell’s mission to reinvigorate the rum category deeply resonated with her.
“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!” Ciara added, “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, Ciara will be directly involved in amplifying the brand’s commitment to reshaping the conversation around rum. With a focus on marketing, creative, business development and strategic partnerships, she will work closely with Farrell to bring his vision for an inclusive and inspired spirit to new communities where she has forged meaningful connections.
“To see how deeply our core values resonated with Ciara, I knew this was a natural partnership from day one,” said founder Marc 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.”
For more information, go to tentoonerum.com