American singer Ciara has joined Caribbean rum brand Ten To One as an investor, co-owner and director. 36-year-old business woman has teamed up with the brand’s Trinidad-born founder and CEO Marc Farrell, the Spirit Business reports.
The singer and entrepreneur was first introduced to the rum through mutual friends with Farrell.
“From my first sip of Ten To One, I was immediately transported,” said Ciara. “Not only is the product exceptional, but Marc has helped the brand establish a clear and authentic point of view. I knew immediately that I had to get involved.
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Together, “the Goodies” singer and Farrell decided to unite to ‘introduce a new generation of consumers to the dynamism and versatility of rum’.
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As an active owner and partner for Ten To One, the singer-songwriter will be directly involved in strengthening the brand’s commitment to reshaping the conversation around the category. Ciara will focus on marketing, creative, business development and strategic partnership․
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The singer has already celebrated a kickoff party to launch the partnership at Bourbon Steak Seattle in Washington.
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Ciara’s husband Rusell Wilson, founder Marc Farrell, Chef Michael Mina, Dana and Michael Wasyluka, and more guests gathered to toast her venture of becoming an investor in the brand.