Over the years rum has had some epic partnerships. Rum and Coca Cola. White and Sprite. Some rum-based cocktails are also the drink of choice for many.
Well this year a new partnership has been formed.
Ten To One Rum has partnered with costume designer, Solange Govia for Carnival 2023.
“This cultural collaboration is the first of its kind in T&T for the internationally acclaimed Caribbean rum brand and Govia, who celebrates her 13th designing anniversary in 2023,” a release announcing the partnership stated.
“Widely known as ‘The Greatest Show On Earth’, this year’s edition of Trinidad Carnival has created a unique opportunity to bring together people from all walks of life to celebrate the cultural traditions of the twin-island Republic. Founder of Ten To One Rum, Marc Farrell is excited about the momentum of this Carnival Season, and welcomes the partnership with Solange Govia as a continuum of presenting the very best that the Caribbean has to offer,” it stated.
The partnership is being hailed as a meeting of kindred spirits.
“I’ve long been a fan of Solange’s work, as she continues to innovate and break ground with an expanding audience year after year, all while remaining grounded in a genuine reverence and respect for the heritage, history and culture that we are all so proud to celebrate today,” Farrell said.
“A core part of our mission at Ten To One is focused on elevating not just rum as a category, but in bringing the magic of our culture to a global stage. I’m always excited to work with inspired and amazing people and partners who share this same vision, and could not be more thrilled to be teaming up with Solange for Carnival 2023,” he said.
The partnership will see Ten To One Rum collaborate with Govia at a number of experiences and tastings throughout the Carnival Season.
“My Carnival masqueraders are truly my Tribe—the backbone of my career - and many of them have been unwavering supporters who are passionate about our culture and heritage.
“Everything I do as a designer is to celebrate the uniqueness of T&T on the world stage. I’m so grateful to Ten To One Rum for sharing in this collective vision of taking Caribbean culture global and holding close to the true spirit of Trinidad Carnival,” Govia stated.
Ten To One Rum is now available throughout Trinidad and Tobago through its local distributor, Brydens.
Govia’s 2023 theme “Soul Eclipse” spans seven costume sections across four Carnival bands—Tribe, Bliss, The Lost Tribe and Rogue—that culminates with the Parade of The Bands on Carnival Monday (February 20) and Tuesday (February 21).
“This partnership with Ten to One rum means a lot to me because it opens the door for greater collaborative opportunities not just for my brand, but for other emerging creatives who are willing to push the boundaries of our destiny.
Trinidad Carnival as a global product would not exist without people I consider to be heroes who aren’t visible to the public--producers, wire benders, feather workers and artisans that work round the clock to make sure masqueraders have their moments of euphoria on Carnival Monday and Tuesday. With the effect that the pandemic has had on so many of us, this is a win that we all deserve to celebrate in.”
Ten to One Rum offers a range of premium and award-winning blended rums from around the Caribbean.
Since launching in 2019, the brand has unlocked a contemporary view of the Caribbean and its celebratory culture—a novel approach that showcases the versatility of rum by appealing to everyday occasions and food pairings.
In fall of 2021, Farrell partnered with Grammy award-winning artist and entrepreneur Ciara, who joined Ten To One as an investor, co-owner and director for the brand.
Earlier this month Ten To One also collaborated with artist Devin B Johnson, who designed a bottle label in honour of Black History Month.
“The current portfolio blends rums from all over the Caribbean, including T&T, Jamaica, the Dominican Republic and Barbados, and currently includes several expressions: an extra-proof white rum and an aged dark rum, as well as limited-edition bottlings that have quickly sold out over the last three years: a 17-year, single cask Reserve rum from Trinidad, a 26-year-old Founder’s Reserve, a Bourbon Cask Finish rum in partnership with Uncle Nearest Premium Whiskey and, new for Black History Month 2023, a higher-proof Artist Edition of its dark rum in collaboration with New York-based artist Devin B Johnson,” it stated.
“As a creative visionary, Govia has dedicated her life’s work in the Carnival circuit to portraying the diversity and intricacy of creative design, blended with her passion for curating safe spaces for women in culture.
“Undoubtedly, this graduate of Ryerson University in Toronto, Canada has established a reputation of excellence that spans over a decade of quality designs, exemplary customer service and outstanding cultural contributions within the Carnival fraternity across the diaspora,” the release stated.
“For 13 years, Solange’s design talent, mentorship and expertise has also been sought after in popular diaspora Carnival experiences, such as Jamaica, Cayman Islands, St Vincent and the Grenadines, the United Kingdom and Saint Lucia, among other countries,” it stated.
“With unwavering quality nestled at the epicentre of her design career, Govia has amassed a sizable following of thousands of masqueraders and culture-lovers in several countries that reflects her widening popularity. She has attributed her personal and professional growth to understanding the needs of consumers, particularly in celebration of women from all walks of life.
“Her work has been featured in internationally renowned media publications such as StyleCaster, Allure Magazine, Essence Magazine and the critically acclaimed New York Times,” it stated.