American singer Ciara has joined Caribbean rum model Ten To One as an investor, co-owner and director.
Ciara has teamed up with the model’s Trinidad-born founder and CEO Marc Farrell.
The singer and entrepreneur was first launched to the rum via mutual buddies with Farrell.
Ciara is claimed to have found a ‘kindred spirit’ in Farrell, whose intention to ‘reinvigorate the rum class deeply resonated along with her drive to constantly problem the established order in her personal endeavours’.
Collectively, the Goodies singer and Farrell determined to unite to ‘introduce a brand new era of customers to the dynamism and flexibility of rum’.
“From my first sip of Ten To One, I used to be instantly transported,” stated Ciara. “Not solely is the product distinctive, however Marc has helped the model set up a transparent and genuine standpoint. I knew instantly that I needed to get entangled.
“I couldn’t be extra excited to assist the model construct on its wonderful basis, and invite new audiences to rediscover their love for rum via Ten To One.”
As an energetic proprietor and companion for Ten To One, the singer-songwriter shall be immediately concerned in strengthening the model’s dedication to reshaping the dialog across the class.
Ciara will concentrate on advertising, inventive, enterprise growth and strategic partnership.
“To see how deeply our core values resonated with Ciara, I knew this was a pure partnership from day one,” stated Farrell.
“The central concept that we’re stronger collectively than we’re aside, which is so foundational to Ten To One and to Caribbean tradition, is immediately embodied by her collaborative spirit and unmatched power, and we sit up for persevering with to rewrite the rum narrative with Ciara as part of our workforce.”
Ten To One is on the market in bars and eating places throughout the US and on-line.
In June 2021, actor Michael B Jordan introduced he’ll rename his J’Ouvert rum model following accusations of cultural appropriation from the Caribbean group.