Marc Farrell grew up with an appreciation of rum.
“Rum has always been our spirit of choice,” says the Trinidadian-born-and-raised entrepreneur. “Rum plays a role in all the moments of celebration we have: our family gathers at Easter, at Christmas.”
Farrell’s impressive resume began when he was just a teenager. He attended MIT at just 16, followed by Cambridge University and Harvard Business School, all before becoming, at the time, the youngest ever vice president in Starbucks history.
When Farrell, now 39, first moved to the US, he realized rum had many connotations. In American culture, it was widely associated with cheap drinks, Spring Break, and sugary mixers. In 2019, hoping to change the conversation and prove that rum, like whiskey or fine wine, can stand alone as a premium drink, Farrell launched his rum brand, Ten to One.
“Ten to One to me is rum reimagined,” says Farrell, who is now based in New York. “It’s finding a way to turn what the everyday consumer thinks about rum on its head [those stereotypes] and create something that feels more contemporary and inspired, but is still grounded in Caribbean history and heritage. We hope that by doing this, people will have a different perspective on Caribbean culture as well.”
Ten to One’s design and content draw heavily on the Caribbean. The brand’s logo is the scarlet ibis, the national bird of Trinidad and Tobago, while its typeface is taken from an old postage stamp celebrating the country’s independence. The name Ten to One refers to the original Caribbean Federation, which consisted of 10 countries.
Ten to One has already made its mark in the three years since it launched, winning two gold medals at this year’s San Francisco World Spirits Competition. In October of last year, Grammy Award-winning singer and songwriter Ciara joined Farrell as an investor, co-owner and director. “She brings a lot of energy to the brand, she can scale that story to new audiences as we go forward,” he says.
Farrell’s main ambition is to prove that Ten to One’s White Rum and Dark Rum – none of which are made with the added sugars, coloring or flavorings typically found in cheaper brands – can stand on their own as a favorite drink and get ready. -ingredients for craft cocktails.
He hopes the brand will help add nuance to the perception of his country in America. “I grew up in the Caribbean until I was 16,” he says. “But my whole adult life has been in the consumer culture in the US. The bridge that Ten to One is building is unique.”
Farrell shared some of his favorite things Penta.
The restaurant in my town where I like to take a visitor is… not a restaurant per se, but a food tour in Trinidad: it is a wonderful cultural mix with people of African, Syrian, Indian and Chinese descent.
One of my favorite things about Trinidad is… this latent energy, liveliness and joy that is almost impossible to describe and can truly be experienced.
If I were to buy a piece of art, it would be from… Holder Boscoe. He was a Caribbean artist, a genius. He was born in the 1920s and was much the same: an artist, a performer, a dancer, a man of the day. He has these incredible descriptions of the Caribbean person. My parents are collectors, so they have a number of his pieces. It reminds me of home.
One cocktail I can’t stop making is… a spicy watermelon daiquiri, with some jalapeno mixed in. Super easy to do.
I drink my rum… on the rocks or with a splash of sparkling water.
One person who inspired me to do what I do is… I think of my life as this composite or mosaic of the influences and investments of many other people, starting with my parents. They are certainly my main inspiration. [Starbucks CEO]
Howard Schultz is a wonderful mentor of mine. My entrepreneurial hero has long been Richard Branson — I’ve always thought it would be so cool to be able to build an incredible business and look like you’re having fun while doing it.
If I could have a meal with anyone, anywhere, it would be with…
Barack Obama. He’s charismatic, he’s thoughtful, he’s this unique intersection of feeling very erudite while being approachable. He has been a groundbreaking historical figure of our time for so many people.
A passion of mine that few people know about is… yoga. I used to do traditional sports and was very resistant to the idea of yoga [growing up]. When I moved to Seattle, I picked it up and fell in love with it. I try to do it every Sunday and Monday as a way to reset my week.
The thing that wakes me up in the morning is… aspiration and desire to build something special.
This interview has been edited for length and clarity.
