PE­TER CHRISTO­PHER

pe­ter.christo­pher@guardian.co.tt

Ten to One rum, which was brought to life by Trinidad born en­tre­peneur Marc Far­rell has wel­come R&B su­per­star Cia­ra as it's co-own­er.

Farell in a post on in­sta­gram, an­nounced the part­ner­ship with the "Promise" "Like a Boy and "Good­ies" singer.

Farell said, "Hap­py 10/1 every­body! To­day marks a ma­jor mile­stone for Ten To One, as we wel­come my friend @cia­ra in­to the fold as an in­vestor, co-own­er and di­rec­tor of the brand.

From our ear­li­est con­ver­sa­tions, @cia­ra and I im­me­di­ate­ly con­nect­ed on Ten To One’s de­sire to chal­lenge the sta­tus quo, cou­pled with shared val­ues that em­brace a sense of com­mu­ni­ty, op­ti­mism and spon­tane­ity."

Farell con­tin­ued, "Ul­ti­mate­ly, we see the same op­por­tu­ni­ty — to con­tin­ue to de­liv­er a world class prod­uct with a true sense of pur­pose, while in­tro­duc­ing a new gen­er­a­tion of con­sumers to the dy­namism and ver­sa­til­i­ty of rum.

I’m so thrilled to wel­come @cia­ra to the Ten To One fam­i­ly and look for­ward to work­ing to­geth­er to reimag­ine the world of rum!"

Cia­ra al­so took to in­sta­gram boast­ing, "10.1 is now a Ten to One Hol­i­day to me!"

The R&B star con­tin­ued, "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. 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."

Ten to One Rum was launched in New York in 2019, and ac­cord­ing to Farell, the name was in­spired from for­mer Prime Min­is­ter Er­ic Williams's fa­mous quote "One from Ten leaves ze­ro," as the West In­dies Fed­er­a­tion fell apart.