Following several high-profile complaints, Michael B. Jordan issued an apology for his new liquor brand.
The actor from “Creed”, has launched a new line of rum called J’Ouvert. This is just one of many celebs who have entered the spirit industry.
However, the name quickly attracted criticisms of cultural appropriation as it reportedly refers both to the Antillean Creole French term “daybreak” and to an annual festival that is held in Trinidad and Tobago to celebrate Caribbean culture and freedom from slavery during Carnival.
, a Trinidadian rapper, posted a screen photo of Nicki Minaj explaining the history of J’Ouvert. wrote in the caption, “I’m certain MBJ didn’t intend to do anything he thought Caribbean ppl might find offensive — but now you are aware, change your name & continue flourishing & prosper.”
Paula Gopee – Scoon, Trinidad and Tobago Minister for Trade and Industry, stated that her office was interested to see if Jordan has trademarked the name.
“This is of great interest not only to the Ministry of Trade and Industry but also to the Ministry of Tourism and Culture’s intellectual property office and the Ministry of the Attorney General’s Ministry of Trade and Industry. She stated that everyone has an interest. “Trinidad and Tobago are our interest.”
Jordan posted a statement on his verified Instagram account, in which he stated that he and his partners never intended to offend or harm a culture (we love & respect it) and that they wanted to celebrate and shine a light on it.
He wrote, “Last few days have been a lot listening.” “A lot of learning, engaging in numerous community conversations.”
Jordan repeated, “We hear you,”
He wrote, “I heard you and want it to be crystal clear that we are in a process of renaming.” “We are sorry and look forward to introducing an iconic brand that we all can be proud of.”