Recently the actor Michael B. Jordan announced the launch of his forthcoming line of rums, J’’OUVERT. A description of the rum line reads, “Derived from the Antellian Creole French term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as celebration of emancipation combined with Carnival season to serve as the festival informal commencements. Crafted on those same islands, J’OUVERT Rum is a tribute to the party start.”
Jordan named this rum brand in honor of the yearly festival. The Caribbean festivals celebrates emancipation but has origins in 18th-century slavery, primarily in Trinidad and Tobago. After announcing his rum brand, the “Black Panther” star received backlash regarding the name. The Caribbean community screamed claims of cultural appropriation.
“I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on,” Jordan wrote in a statement posted to his Instagram story m. “Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations … We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize & look forward to introducing a brand we can all be proud of.”
The brand will not be pushed to the side, but instead re-branded with a new name.
