TEN TO ONE RUM Joins Friends For The Road J’ouvert

February 6th, 2024


Ten to One and Friends for the Road flags standing tall at the North Stand, Panorama Semi-Finals on Sunday 28th January 2024.
Ten to One and Friends for the Road flags standing tall at the North Stand, Panorama Semi-Finals on Sunday 28th January 2024.

Ten to One Rum has joined the J’Ouvert band Friends For the Road, upping the heat level on its 2024 presentation “Blaze – the Heat of J’Ouvert!”.

Launched in New York in 2019 by Trinidadian Marc Farrell, Ten to One was born the same year Trinidadian artist Che Lovelace and a close-knit group of friends started their J’Ouvert band Friends for the Road.

Ten to One Rum and Friends for the Road J’Ouvert launched their Carnival 2024 partnership with flags hoisted high at the North Stand for Panorama Semi-Finals on Sunday 28 January 2024.
Ten to One Rum and Friends for the Road J’Ouvert launched their Carnival 2024 partnership with flags hoisted high at the North Stand for Panorama Semi-Finals on Sunday 28 January 2024.

Both inspired by a deep love of Trini culture, they mark their fifth anniversary in partnership for Carnival 2024. Their season together kicked off at the North Stand for Panorama Semi-Finals on Sunday 28 January.

Ten to One’s award-winning rums have been rapidly redefining the category with their contemporary flavour profiles. The brand creates pure, pan-Caribbean rum blends with no added sugar, colouring or flavouring, designed to challenge expectations and reinvigorate the way people taste, experience and think about rum.

Who say rhythm section? Friends of the Road rhythm section featuring Ten to One Rum at the North Stand for Panorama Semi-Finals on January 28th, 2024
Who say rhythm section? Friends of the Road rhythm section featuring Ten to One Rum at the North Stand for Panorama Semi-Finals on January 28th, 2024

For founder Marc Farrell, who was born and raised in Trinidad but now lives abroad, the partnership with Friends for the Road speaks to a core part of Ten to One’s mission as a Caribbean brand on the global market.

“The rhythm, passion and soul that are core to our culture are tangible in the air everywhere at Panorama. It’s been our goal at Ten To One to share this boldness of spirit, and the depth and richness of our Caribbean experience with our markets abroad,” shared Farrell. “We can’t wait to see the Ten to One truck outside J’Ouvert morning!”

Che Lovelace and his team at Friends for the Road share Farrell’s enthusiasm for the partnership. Lovelace shared, “The most iconic image you see for J’Ouvert, every year, is that group shot of people chipping, moving together as one. We cherish that feeling of unity and familiarity on the road, and with Ten to One, we’re adding another close friend to our number this year.”

Friends for the Road plays in the Woodbrook/St Clair area of Port of Spain and offers a fusion of mud and abir for a traditional J’Ouvert experience. Ten to One Rum, which is co-owned by Grammy award-winning artist Ciara, is available throughout Trinidad and Tobago, distributed by The Brydens Group. The current portfolio is a blend of rums from all over the Caribbean, including Jamaica, Trinidad & Tobago, the Dominican Republic and Barbados. It includes an extra proof white rum, named Best White Rum in the world in 2023, and an aged dark rum.

About Ten to One Rum

Launched in New York by Trinidadian Marc-Kwesi Farrell in 2019, Ten To One is a range of ultra-premium Caribbean rums designed to challenge expectations and change the way people taste, experience, and talk about rum. In 2021, Grammy award winning musician and entrepreneur, Ciara, joined as an investor, co-owner and director for the brand.

Ten To One endeavours to build a brand that is “elevated but not exclusive,” grounded in authentic elements of Caribbean culture and heritage. The brand also stands out by being 100% rum with no additives of any kind – no added sugar, colouring, or flavouring.

The current portfolio blends rums from all over the Caribbean, including Jamaica, Trinidad & Tobago, the Dominican Republic and Barbados, and currently includes several expressions: an extra proof white rum named Best White Rum by the 2023 San Francisco World Spirits Competition, an aged dark rum, an Oloroso Sherry Cask Finish rum, and a number of soldout, special edition bottles.

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