It’s safe to say that Marc Farrell, creator of Ten to One rum, is a huge fan of the spirit. Rum’s roots are deeply entrenched in Caribbean history and culture, including the island of Trinidad and Tobago from which he hails.
But you won’t catch this former Starbucks executive-turned-spirit maker sipping on any run-of-the-mill “sugary” or “slushy” drink—and for good reason. In Farrell’s world, rum reigns supreme, and he is passionate about elevating its reputation as well as sharing the versatility that rum has to offer anyone who chooses to drink it.
His business partner, singer Ciara, was introduced to the brand by some mutual friends and now serves as co-owner for Ten To One. With her help, Farrell seeks to reintroduce and rebrand rum into a modern, multidimensional alcohol of choice. He wants consumers to embrace it as the refined liquor that Caribbeans know it to be—and love it for. “[We’re] moving rum away from this sort of tropisch notion of pirates and plantations into something that feels more contemporary and more authentic—a more inspired reflection of Caribbean culture.”
Of special importance to Farrell are the taste profile and product development of rum. With Ten To One’s signature dark and white rum options, he says consumers can enjoy what their Caribbean counterparts have long known to be true: rum, by no means, is a lower-end spirit. It’s also extremely versatile. “One thing that we’ve been really intentional about from day one with Ten To One is this idea of creating pan-Caribbean blends,” says Farrell.
Soil consistency and distillation methods for producing rum vary from island to island within the Caribbean, Farrell points out, and it is these distinctions that collectively combine to create a distinctly rich flavor profile and product. “Being able to play with those different points of difference (terra, providence, distillation method) and [creating] a really unique pan-Caribbean blend that combines the best of all those worlds is really where Ten To One has been positioned most uniquely and very successfully,” says Farrell, who started the brand in 2019. Ten To One’s dark option, for example, boasts rums from Trinidad as well as Barbados, Jamaica and the Dominican Republic (a combination of column-still and pot-still rums) for a final product that Farrell believes is “both unique and exceptional.”
Farrell shares that his time with Starbucks prior to his venture into the spirit industry afforded him a priceless opportunity to learn how to identify a brand’s “place in the world.” If Farrell has his way, Ten To One will soon be topping the lists of both seasoned and aspiring rum enthusiasts on a global scale.
“How you bring something into the world from a product perspective is really a reflection of who you are [and] the things you care about,” says Farrell. “Ten To One is about more than rum. We have an amazing opportunity to elevate the category and bring some really inspired magic to life, but it is also about offering consumers a window into the culture that surrounds it.”
Farrell invites you to celebrate National Cocktail Day (or any day!) with one of his favorite signature cocktail recipes that marries Ten To One’s white rum with another Caribbean superstar: sorrel.
Farrell calls this drink “an elevated cocktail with a twist.” The sorrel, he says, offers a “nice tart floral flavor to the cocktail,” making it perfect for any celebration. “Celebration in the Caribbean can be super high-brow and elevated [or] it can be super low-brow and relaxed,” says Farrell. “One commonality is how spontaneous and organic these moments can be.”
Get Farrell’s Sorrel Daiquiri recipe below!
Ten To One Sorrel Daiquiri
1.5 oz Ten To One White Rum
.75 oz *Sorrel Syrup (see recipe in instructions)
.75 oz fresh lime juice
Dried flowers (for garnish)
- Add all ingredients to a shaker with ice. Shake it like you mean it. Strain into your favorite cocktail glass. Garnish with dried flowers. Celebrate with friends.
- For Homemade Sorrel Syrup: Combine 1 cup sugar, 1 cup water, ½ cup dried sorrel (hibiscus) flowers, 1 cinnamon stick, 6 allspice berries and 1 tbsp fresh diced ginger in a small saucepan and bring to a boil. Cool to room temperature and strain. Keep in the refrigerator for up to 2 weeks.