Ciara’s Ten to One rum venture with entrepreneur Marc Farrell is getting some major support.
The pair recently recently secured a $1 million investment from private equity firm InvestBev Group, according to The Spirits Business. The investment is supposed to help the company elevate its presence in the Caribbean rum sector and reach new markets.
Ciara became a part of the rum brand back in October 2021 — with her joining as an investor, co-owner, and director.
“We are thrilled to partner with Ten to One Rum and founder Marc Farrell. Marc and his team have built an incredible brand for what we feel is the next hot category,” InvestBev Group Founder Brian Rosen said, according to Benzinga. “Data shows that Rum is gaining share monthly, and we are excited to support Ten To One in their growth journey.”
The “How We Roll” singer spoke to Rolling Stone about why she decided to begin a rum label after announcing her part-ownership and brand ambassadorship of Ten To One.
“The fun fact is that the first spirit that I had after I breastfed baby Win was Ten to One,” she said in an interview. “Also, when I was 21, the first time I got to have my drink, it was rum. It’s always kinda had this special place in my life, to be honest.”
Farrell said that he and the singer “connected a ton early on around this idea of really challenging the status quo. “
“If you look at all the stuff C has done over her career, both inside music and outside of it, that’s the common thread, the common theme—this notion of doing it a little bit differently, challenging that status quo. Honestly, it was really a no-brainer from conversation number one,” he added.
Ten To One is available across the U.S. and online.
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