Ten To One Rum is a rum brand that has recently attracted attention for its ambition to conquer the Caribbean market. Co-owned by American singer Ciara Wilson and Marc Farrell, the brand was founded in 2019 by Farrell, a Trinidadian entrepreneur. Ciara invested in the brand in 2021, bringing her influence and passion for rum.
This Rum was born of a vision shared by Marc Farrell and Ciara Wilson: to reinvent rum culture and make it more accessible to a global audience. The brand has already won several international awards in 2023 and 2024, further enhancing its reputation in the spirits industry.
Ciara Wilson's commitment
Ciara Wilson, a successful artist in the United States, has always had a special affinity with rum. She had her first alcoholic drink with rum when she reached legal drinking age in the United States. This experience created a strong bond with the drink, which led her to invest in Ten To One Rum.
“I’ve always been a huge rum fanatic, and when Marc and I met, he introduced me to Ten To One Rum’s incredible creations. I’m really proud to be part of this journey with him as a co-founder and investor,” Ciara said at a press conference.
Marc Farrell's role
Marc Farrell, co-founder and director at Massy Holdings, shares Ciara’s ambition for Ten To One Rum. He stressed the importance of the Caribbean region for the brand, while aiming to expand into other global markets such as Europe and Asia.
“We have this shared ambition to take rum to more places and spaces. We started in New York, then expanded into the US. Now we’re aiming for Europe and Asia eventually,” Farrell explained.
Expansion in the Caribbean
Expanding this Rum in the Caribbean is a priority for the co-owners. Ciara recently took part in the Trinidad Carnival, where she performed mas with the band Spirit Mas. This cultural participation was aimed at promoting the brand and strengthening its link with the region.
“I think we’re in rum country. When you look at the menus, you see rum everywhere. And all I see is more Ten To One Rum,” she added, underlining the huge opportunity the Caribbean market represents for the brand.
Cultural impact
Ciara’s presence at the Trinidad Carnival not only promoted Ten To One Rum, but also strengthened the cultural link between the brand and the region. By participating in this iconic festival, Ciara underlined the importance of preserving and celebrating Caribbean heritage.
“There’s nothing quite like the energy of Trinidad Carnival – it’s pure magic. From the music to the people to the history behind it all, this celebration is a powerful expression of culture and joy,” said Ciara.
Partnership with Pronghorn
Ten To One Rum’s partnership with Pronghorn, an incubator dedicated to diversity in the spirits industry, played a key role in Ciara’s participation in Carnival. The partnership aims to promote diverse entrepreneurship and amplify authentic Caribbean stories.
“Pronghorn and Ten To One Rum unite culture, commerce and celebration. Together, they have enabled Ciara to fully immerse herself in Trinidadian culture, reinforcing their shared commitment to promoting diverse entrepreneurship,” said a statement.
Use of social networks
Social networks also play a crucial role in promoting Rum. By sharing moments of life and cultural experiences, the brand creates a strong bond with its fans and reinforces its presence on the market.
Ten To One Rum is expanding rapidly, with a clear strategy to conquer the Caribbean market and beyond. Thanks to the commitment of Ciara and Marc Farrell, this rum brand promises to reinvent rum culture and become a global benchmark. With its strong link to Caribbean culture and its international ambition, this Rum is well positioned to succeed in its global adventure.
