Discovering the Passion Behind Ten To One Rum
As I step into the sleek, modern lounge of Saint Marc USA, I’m immediately struck by the energy and excitement pulsing through the space. This isn’t your average bar – it’s a stage for the art of mixology, where the founders of the award-winning rum brand Ten To One are on a mission to redefine the way we experience cocktails.
I’m here to meet with Marc Farrell, the visionary behind Ten To One, and learn more about his journey in elevating the rum category. From the moment we start chatting, it’s clear that this is a man who is deeply passionate about his craft. His eyes light up as he describes the meticulous process of blending his rums, and the unwavering commitment to quality that has defined the brand from the start.
“Challenging expectations has honestly been a through-line for the brand since its inception,” Farrell explains. “We always talk about being constant in everything that we do – starting with the quality of the liquid first and foremost.” This dedication to excellence is evident in the impressive accolades the Ten To One rum line has already garnered, including a gold medal at the prestigious New York International Spirits Competition in 2023 for their Caribbean White Rum.
Farrell attributes this success to the brand’s innovative approach to rum-making, which involves blending Jamaican pot still and Dominican pot still rums to create a truly unique flavor profile. “Our white rum is a pan-Caribbean blend,” he says, “and now all of a sudden you’re having a conversation about things like the sedation method, provenance, terroir, even the weight, viscosity and mouthfeel – all of which add these really unique characteristics and dimensions that have been very new and eye-opening to many consumers.”
Challenging Conventions, Elevating the Experience
As I listen to Farrell speak, I’m struck by the passion and dedication that has gone into crafting the Ten To One brand. It’s clear that this isn’t just about creating a great-tasting rum – it’s about challenging the conventions of the category and elevating the overall cocktail experience for consumers.
“One of the missions behind Ten To One rum is Challenging Expectations,” Farrell says. “We always talk about being constant in everything that we do – starting with the quality of the liquid first and foremost, but also by extension through everything else we do.” This commitment to innovation extends beyond the rum itself, as the brand has also made a conscious effort to collaborate with artists, musicians, and other creative minds to bring a fresh perspective to the cocktail world.
Farrell explains that the versatility of Ten To One’s rums has opened up a world of possibilities for bartenders and cocktail enthusiasts. “We love leaning into this idea of classic cocktails made better with rum,” he says, citing examples like the old fashioned, Manhattan, and negroni. “Whether you’re looking at an old fashioned and a Manhattan, a negroni, a white negroni with our white rum, a martini, a rum-arita, or an espresso martini – the list goes on when you think about opportunities to lean into that versatility to create some really exceptional cocktails.”
Collaborating for Innovation
One of the ways Ten To One has set itself apart is through its collaborative approach, working with artists, musicians, and other creatives to push the boundaries of what a rum brand can be. Earlier this year, the company released a limited-edition Artists Edition in celebration of Black History Month, featuring an original artwork by Brooklyn-based artist Devin B. Johnson.
“We thought it was an amazing opportunity to shine a light on someone else who is moving the culture forward and creating in their own space,” Farrell explains. “There are several avenues, and Black History Month felt like the opportune time to work on telling a different story alongside someone else and bringing this product to life.”
The response to this collaboration has been overwhelmingly positive, underscoring the brand’s commitment to using its platform to celebrate and amplify diverse voices within the creative community. It’s a testament to Farrell’s vision of Ten To One as more than just a rum brand, but as a cultural touchstone that can inspire and connect people through the power of shared experience.
Elevating the Cocktail Experience
As we continue our conversation, Farrell shares his insights on how Ten To One is elevating the cocktail experience for consumers, both at home and in the bar. He speaks passionately about the brand’s versatility, which allows bartenders to reinvent classic cocktails with a unique rum-forward twist.
“We love leaning into this idea of classic cocktails made better with rum,” Farrell says, his eyes sparkling with enthusiasm. “Whether you’re looking at an old fashioned and a Manhattan, a negroni, a white negroni with our white rum, a martini, a rum-arita, or an espresso martini – the list goes on when you think about opportunities to lean into that versatility to create some really exceptional cocktails.”
Saint Marc USA, the venue where we’re meeting, is the perfect embodiment of this elevated cocktail culture. The sleek, modern space exudes a sense of sophistication and attention to detail, with a menu that showcases the incredible range of flavors and possibilities that Ten To One’s rums can unlock.
As I sip on a carefully crafted cocktail, I’m struck by the balance of flavors, the unexpected nuances, and the sheer artistry that goes into each creation. It’s a testament to the passion and innovation that Farrell and his team have poured into the Ten To One brand, and a glimpse into the future of the cocktail scene.
Embracing the Future of Rum
Looking ahead, Farrell is excited about the continued growth and evolution of the Ten To One brand, both in the US and abroad. He speaks of expanding the product line with new and innovative expressions, as well as deepening the brand’s engagement with the global cocktail community.
“Definitely stay tuned – we plan to continue rolling up our sleeves and expanding the Ten To One universe as broadly as we can,” he says with a grin. “2024 is going to be an exciting year, with a few surprises on the innovation front that I think people will be really excited about.”
As I prepare to leave, I can’t help but feel inspired by Farrell’s unwavering commitment to quality, innovation, and pushing the boundaries of what a rum brand can be. It’s a testament to the power of passion, vision, and a relentless pursuit of excellence – qualities that are clearly at the heart of the Ten To One story.
And as I step back out into the bustling streets of the city, I can’t wait to see what the future holds for this trailblazing brand and the ever-evolving cocktail culture it is helping to shape.
