Michael B.
Jordan Agrees to, Rename Rum Brand, After Facing Heavy Criticism.
On Tuesday, Michael B.
Jordan took to his Instagram Story to release a statement concerning his new rum brand.
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The 34-year-old actor launched the brand earlier this month under the name J’Ouvert.
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He immediately faced criticism for appropriating Caribbean culture.
The word J’Ouvert is “deeply rooted in Trinbagonian and Caribbean culture” and commonly used on the islands to mark the start of Carnival.
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Even rapper Nicki Minaj, who was born in Trinidad and Tobago, voiced her opposition to the name.
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I'm sure MBJ didn't intentionally do anything he thought Caribbean ppl would find offensive … But now that you are aware, change the name & continue to flourish & prosper, Nicki Minaj, via Insider.
In his Instagram post, Jordan said it was never his intention to “offend or hurt a culture.” .
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, Michael B.
Jordan, via Instagram.
After days of “learning” and “engaging" in “community conversations,” Jordan has agreed to rename the brand.
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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, Michael B.
Jordan, via Instagram
