Michael B Jordan confirms rum brand will be renamed after criticism

Michael B Jordan (right) responded after criticism from stars including Nicki Minaj (Picture: Rex)

Michael B Jordan has apologised after criticism about the name of his new rum brand, confirming that it will no longer be called J’Ouvert. 

The actor, 34, had launched his brand of liquor earlier this month, but faced controversy after allegations of cultural appropriation. 

Fans and celebrities, including Nicki Minaj, pointed out that J’Ouvert is a carnival that celebrates Caribbean culture and has links to the emancipation of slaves in the 19th century, while Michael appeared to have no links to the region. 

A petition was also set up to stop the trademark, with over 11,000 signatures as of Wednesday. 

Nicki, 38, who was both in Trinidad and Tobago, shared an explanation of the meaning behind J’Ouvert, adding: ‘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.’

The Black Panther star took to Instagram to reveal that the brand would be relaunched with another name as well as apologising for offending any fans. 

He wrote: ‘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.

‘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 apologise & look forward to introducing a brand we can all be proud of.’

J’Ouvert originates from the French word ‘jour ouvert’, meaning day break or morning, and signals the start of Carnival. 

It began in the 1800s and is still practiced globally by people from the Caribbean with the name representing enslavement and freedom.  

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