In a dynamic landscape where Black-owned beverage brands are increasingly making their mark, Ten to One Rum stands out as a beacon of innovation and entrepreneurial spirit. The premium rum brand, co-founded by Trinidadian entrepreneur Marc Farrell, recently captured attention through a unique collaboration with fellow Black-owned business, Lost Borough Ice Cream, to celebrate National Black Business Month. This partnership exemplifies how Black-owned brands are not only expanding their reach but also fostering community and creativity within the industry.
The collaboration, which ran from August 1st to September 30th, offered rum-infused ice cream exclusively at Lost Borough Ice Cream's New York locations and Sweet Catch BK, showcasing the versatility of Ten to One Rum's portfolio. Such inventive market strategies highlight the brand’s commitment to engaging consumers in novel ways and elevating the profile of premium rum. Beyond this sweet partnership, Ten to One Rum has demonstrated remarkable growth, expanding its presence to over 20 markets in less than five years.
Founded in 2019 by Marc Farrell, a former Starbucks VP, Ten to One Rum was born from a desire to challenge preconceived notions about rum and reinvigorate how consumers experience this diverse spirit. Farrell’s vision has led to a brand that emphasizes contemporary Caribbean flavors and a sophisticated approach to rum-making. The brand’s portfolio includes core expressions such as an extra-proof white rum and an aged dark rum, along with innovative releases like the Five Origin Select, a complex sipping spirit that debuted in February 2024.
The success of Ten to One Rum has also attracted significant investment and partnership. Grammy-winning artist Ciara is a co-owner of the brand, further amplifying its visibility and reach. In 2022, Ten to One Rum received a capital investment from Pronghorn, an investment company dedicated to cultivating Black entrepreneurs and leaders within the spirits industry. Pronghorn’s mission to invest in 57 Black-owned and led spirits brands over ten years, aiming to generate $2.4 billion in economic value for the Black community, underscores the crucial role of such initiatives in diversifying the industry and creating equitable opportunities.
As we’ve previously explored the innovative cocktails featuring Black-owned spirits in our post “Elevating the Glass: Discovering Signature Cocktails from Black-Owned Spirit Brands,” Ten to One Rum continues to be a prominent player. Its multi-origin blending philosophy, bringing together rums from Jamaica, Trinidad & Tobago, Guyana, the Dominican Republic, and Barbados, creates dynamic and layered expressions that resonate with both connoisseurs and new enthusiasts.
The brand's expansion and successful collaborations reflect a broader trend of Black-owned distilleries and spirits brands pushing boundaries and achieving significant milestones. Brands like Brough Brothers Distillery, recognized as Kentucky’s first Black-owned distillery, and Red Hazel Whiskey, with its unique spiced rye blend, are continually introducing distinctive products and expanding their market presence. Even well-established brands like Uncle Nearest Premium Whiskey, which has a storied legacy honoring Nathan “Nearest” Green, continue to navigate the complexities of growth and market evolution, demonstrating resilience and a commitment to their heritage.
The recent accolades received by brands like Abisola Whiskey, a premium blend of bourbon and malt whiskeys designed for a smooth experience, and Brotha Whiskey, which launched its inaugural Fellowship Wheated Whiskey with a focus on inclusivity and cultural storytelling, further underscore the vibrant innovation happening across the Black-owned spirits sector. These brands are not just producing exceptional spirits; they are also building legacies, creating opportunities, and enriching the broader American spirits industry with diverse perspectives and rich histories.
The journey of Ten to One Rum, from its inception to its current innovative partnerships and market expansion, serves as an inspiring example of the impact Black entrepreneurship is having on the craft distilling world. By continually challenging norms and delivering high-quality, distinctive spirits, these brands are shaping a more inclusive and exciting future for the beverage industry.
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