Michael B Jordan has indicated that he will rename the J’ouvert rum.
Jordan posted to his Instagram stories that he has heard the outcry and will rename the rum.
“I just wanna say on behlaf od myself and our partners that our intention was never to offend or hurt a culture (we love, & respect) & hoped to celebrate and shine a light on,” he wrote.
Jordan, who starred in Black Panther as Killmonger, said they have been listening to the conversations taking place online after his rum was revealed.
“Last few days has been a lot of listening, a lot of learning and engaging in community conversations…we hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologise a& look forward to introducing a brand we can all be proud of.” he added.
Over the weekend, Jordan’s girlfriend Lori Harvey revealed that he and a Trinidadian business partner had launched a rum called J’ouvert.
They had even filed an application to trademark the name J’ovuert for the product.
The revelation sparked an outcry across social media with many accusing the actor of cultural appropriation.
A peititon was launched to stop the trademark process and rapper Nicki Minaj even threw in her two cents telling Jordan to change the name.