Caribbean rum brand Ten To One, co-owned by Grammy award-winning artist Ciara, has officially launched in the UK, bringing its unique take on rum to a new audience.
Ten To One first appeared in the US market in 2019, founded by Trinidadian entrepreneur Marc Farrell, a former senior vice president at Starbucks. Ciara joined the brand in 2021 as an investor, co-owner, and director, adding her star power to the company’s growing reputation.
The rum brand focuses on celebrating the rich cultural heritage of the Caribbean, sourcing its rums from countries like Jamaica, Trinidad & Tobago, Guyana, the Dominican Republic, and Barbados.
Marc Farrell explains that Ten To One was created to disrupt the traditional, oversimplified narratives surrounding rum. “We wanted to challenge the status quo and elevate rum to a new level,” he says.
“For too long, rum has been misrepresented by limited views of the Caribbean. Ten To One reflects the depth of the region’s culture, craftsmanship, and passion for rum.”
The launch in the UK allows British consumers to experience rum through a fresh lens—one that honors its complex history while presenting a modern take on this versatile spirit. Farrell expressed excitement about introducing their innovative rum to the UK, offering a refined and authentic Caribbean experience.
Ten To One’s portfolio includes a range of rums that offer both versatility and complexity. The UK launch will feature their Extra Proof White Rum, Aged Dark Rum, and the newly introduced Five Origins Select blend. These rums are ideal for sipping, mixing, or crafting cocktails, providing an elevated experience for rum enthusiasts.
The bottles, available in 700ml sizes, are priced between £36.50 and £57 (US$47.40 to $74) and will be sold through Venus Wine & Spirit Merchants and Master of Malt. The diverse flavors and premium quality of the rums reflect Ten To One’s commitment to presenting Caribbean rum in a sophisticated way.
Ten To One continues to gain attention from the investment community. In 2022, private equity firm InvestBev injected US$1 million into the brand, aiming to propel Ten To One to new heights in the ultra-premium rum market. Additionally, Diageo-backed incubator Pronghorn made its first investment in Ten To One that same year, further supporting the brand’s growth.
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The Spirit Business’ Article: Ten To One enters UK
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