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Ciara-backed Ten To One rum launches in UK
Ten To One, the Caribbean inspired rum co-owned by Marc Farrell and R&B singer Ciara, has launched in the UK.
Ten To One, the Caribbean-inspired rum brand co-owned by Trinidadian entrepreneur Marc Farrell and R&B artist Ciara, has launched in the UK market via Amathus and Master of Malt.
The UK portfolio includes Ten To One Extra Proof White Rum, Aged Dark Rum, and the Five Origins Select blend, all in 700ml bottles with an RRP ranging from £36.50 to £57.
The move follows the brand’s steady growth in the US.
Launched in 2019 by Farrell, a former senior vice-president at Starbucks, Ten To One seeks to celebrate the cultural heritage of the Caribbean through a curated range of rums. The portfolio features blends sourced from Jamaica, Trinidad and Tobago, Guyana, the Dominican Republic, and Barbados.
The UK launch is the brand’s first major push to enter international markets. Given that the UK is the third-largest rum market in the world, according to food and drink researchers CGA, Ten To One’s entry into the UK could spark further interest in a category often dominated by traditional premium spirits.
Speaking to db about performance expectations in the UK market, Farrell said: “Our hope is that Ten To One will do extremely well here, both because the brand’s premium positioning should be well suited to the broader trends in the market, and more specifically within the rum category, we believe Ten To One’s combination of award-winning liquid and contemporary brand positioning, should welcome an exciting array of new customers into the fold.”
The UK notoriously holds a diverse array of industry retailers. When asked about his strategy for selecting partners, Farrell told db: “Historically, we’ve found success with retailers who place an emphasis on curating a high quality and differentiated offering for those customers in search of something beyond the expected.”
Ciara joined the company in October 2021 as an investor, co-owner, and director, noting her enthusiasm for broadening the spirit’s appeal to a new generation of drinkers while aligning with its emphasis on storytelling and authenticity.
Since then, Ten To One has gained traction in the US, supported by a US$1 million investment announced in October 2023 that worked as a catalyst for the brand’s expansion and furthered efforts to elevate rum’s status in the premium spirits sector.
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