This Starbucks VP Turned Caribbean Rum Distiller Is the Anti-Captain Morgan
Marc-Kwesi Farrell’s Ten To One brand is about changing consumers’ perceptions of rum and telling authentic Caribbean stories.
Ten To One founder and Chief Executive Officer Marc-Kwesi Farrell.
Photographer: Christian Rodriguez for Bloomberg Pursuits
Rum is finally having its moment.
From 2021 to 2026, premium-plus rum volumes in the US are expected to climb by a compound annual growth rate of 7%, according to IWSR Drinks Market Analysis’ latest available forecast. Consumption is on the rise not just in the US but also in markets such as France, UK, Germany, Italy, Spain, Belgium, Luxembourg, Canada and Australia. According to Drizly’s 2023 trend report, 33% of survey respondents chose rum as a spirit they plan to purchase most this year, beating bourbon and just trailing tequila.