Ciara Leveled up, with Ten To One rum brand. She will become an investor, co-owner, and director for the brand. Launching back in 2019 it currently blends rum from all over the Caribbean. The Countries include Jamaica, Trinidad & Tobago, the Dominican Republic, and Barbados.
Created by Trinidadian-born CEO Marc Farrell, Ciara plans to amplify the brand’s marketing message and social presence.
“10.1 is now a Ten to One Holiday to me! When I was first introduced to @MarcFarrell12 I was immediately inspired by our shared sense of optimism and entrepreneurial drive. His mission to reinvigorate the rum category and challenge the status quo really resonated with me,” she shared in an Instagram post. “From my first sip of @TenToOneRum I was immediately transported, it’s quality and taste is exceptional! I’m excited to join him on this journey as an investor, co-owner, and Director of Ten To One and introduce new audiences to the dynamism and versatility of rum.”
According to the press release, Marc is excited to have the artist partner with his brand. “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.”
Currently the brand includes 3 expressions: an extra-proof white rum and an aged dark rum, as well as a limited bottling of a 17-year, single cask Reserve rum that quickly sold out following its fall 2020 release.