Ex-Starbucks Executive Transforms into Rum Entrepreneur, Driven by These Three Key Strategies

When you think of rum, if images of pirates, tropical drinks, and regretful mornings come to mind, Marc-Kwesi Farrell aims to alter that mindset.

At 43, Farrell is the visionary behind Ten To One, a rum enterprise he established in late 2018. Now, it's found in nearly 5,000 locations, positioning it among the rapidly expanding high-end rum brands in the U.S. With online prices ranging from $33 to $65, the line features three distinct rums.

Rooted in his Caribbean identity, Farrell's love for rum greatly informs his brand's triumphs, a success story intertwined with his corporate stint at Starbucks.

Rising to become the youngest vice president at Starbucks at 33, Farrell brought his expertise in digital commerce, retail strategies, and beverage innovation, following a chance meeting with former Starbucks CEO Howard Schultz.

"Relocating to Seattle wasn't on my agenda," Farrell recalls. "I was on a job quest, but Starbucks wasn't my target."

Nonetheless, Schultz, an investor in Ten To One, saw potential in the Harvard Business School graduate.

Despite overseeing 25,000 Starbucks locations, Farrell notes that Schultz maintained an 'unabated entrepreneurial spirit.'

While Starbucks and an emerging rum company might appear divergent, Farrell credits the coffee titan as his 'preparatory ground,' imparting crucial business knowledge.

1. Establishing a Definitive Purpose

Farrell was profoundly impacted by Schultz's 'unwavering dedication to a mission,' shaping his own resolution to embark on a rum venture.

"Starbucks aided in honing that sense of direction," notes Farrell.

For Farrell, rum is more than just a beverage; it's a cultural staple rooted in Caribbean life, omnipresent at events from grand carnivals to relaxed 'liming' with friends in Trinidad.

Ten To One's success lies partly in its aim to revolutionize perceptions of rum. Farrell explains, "The narrative around rum often disconnects from the authentic aspects I cherish. This brand is as much a tribute to my heritage as it is a business pursuit."

2. The Art of Storytelling

Farrell emphasizes that understanding and communicating your 'reason for being' is vital in entrepreneurship.

"Schultz's mastery in narration left an impression," Farrell adds, acknowledging Starbucks' former leader as a remarkable storyteller.

Farrell asserts that his personal touch in narrating Ten To One's journey is irreplaceable: "No one can tell the Ten To One tale like I can because it's woven with my insights and reflections."

The key, he argues, is in repeatedly sharing that narrative. "If the thought of telling your brand's story ad infinitum doesn't appeal, reconsider the endeavor," says Farrell.

His enthusiasm as a brand 'advocate' helped attract investors, including celebrity Ciara, now a co-owner, and fostered collaborations with entities like Cote, a Korean barbecue spot in NYC with a Michelin star.

3. Embrace Imperfection

In the realm of Starbucks, Farrell enjoyed an attractive salary, wonderful colleagues, and mentors. Yet, he confesses, "Despite the comfort, the allure of pursuing something different became irresistible."

Taking the plunge into uncharted waters, rather than lingering at Starbucks, proved key for Farrell.

"Too often, people delay sharing their ideas until they deem them 'perfect.' But, as Farrell advises, 'introduce your vision as early as possible.'"

The insightful feedback from initial discussions about Ten To One catalyzed his concept's development.

Moreover, engaging others early is the 'most straightforward and potent method' of securing investor interest: refining pitches and discerning what resonates or falls flat.