Ciara has once again partnered with a spirits brand.
The R&B singer has joined with Trinidad-born founder and CEO Marc Farrell to become a co-owner in award-winning Ten To One Rum. She will serve as an investor, co-owner, and director for the brand.
“From my first sip of Ten To One, I was immediately transported,” said Ciara in a written statement. “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!” Ciara added, “I couldn’t be more excited to help the brand build on its amazing foundation, and invite new audiences to rediscover their love for rum through Ten To One.”
As a partner for Ten To One, Ciara will magnify the brand’s commitment to reshaping the conversation around rum. The songstress will be focusing on marketing, creative, business development, and strategic partnerships. She plans on working closely with Farrell to help bring the vision he has for an inclusive and inspired brand to new communities where she already has meaningful connections.
“To see how deeply our core values resonated with Ciara, I knew this was a natural partnership from day one,” Farrell said. “The central idea that we are stronger together than we are apart, which is so foundational to Ten To One and to Caribbean culture, is directly embodied by her collaborative spirit and unmatched energy, and we look forward to continuing to rewrite the rum narrative with Ciara as a part of our team.”
Ciara and her husband, superstar Seattle Seahawks quarterback Russell Wilson’s children’s picture book, WHY NOT YOU? is set for a March 2022 release from Random House Books for Young Readers, an imprint of Random House Children’s Books. Their school, WHY NOT YOU Academy, is officially open as well.