Grammy-award-winning artist, Ciara, has now become the co-owner, investor, and director of the brand for the “Ten to One” rum brand.
The liquor was introduced to Ciara by Trinidadian-born CEO Marc Farrell. “Ten To One” is a Caribbean-based rum blend.
According to a press release on Business Wire, Ciara was introduced to Farrell by a mutual friend who considers him a “kindred spirit.” The two entrepreneurs take inspiration in their mutual values of community, optimism, and spontaneity to help expand the liquor to a larger audience.
“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.”
The legendary artist is expected to be involved in networking and boosting the brand’s commitment to reforming the idea of rum. She will also be involved in marketing, business development, strategic partnerships, and other creative duties.
“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.”