Hollywood actor Michael B. Jordan has apologised for naming his new rum brand J’Ouvert and has vowed to change the name. The actor came under fire from the global Caribbean community for the use of the name and was accused of cultural appropriation.

Social media users particularly from Trinidad and Tobago also shared concerns that the proceeds from J’Ouvert liquor will not benefit their homeland.

The 34-year-old actor, has since issued a statement on his social media account to apologise. In a series of posts on Tuesday night, Michael B. Jordan revealed he is in the process of renaming the alcoholic beverage.

An apology

Writing on Instagram he said: “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.”

He also stated he has been listening to the views of the Caribbean community.

He wrote on his Instagram stories: “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.”

Rap superstar Nicki Minaj, who was born in Trinidad and Tobago, shared her view on the controversy and called on the Black Panther star to change the name.

The rapper shared on her Instagram account a post from another social media user, which highlighted the history and importance of J’Ouvert and said she doesn’t think Jordan meant any harm.

She wrote on Instagram: “I’m sure MBJ didn’t intentionally do anything he thought Caribbean people would find offensive.” But now that you are aware, change the name & continue to flourish & prosper,” she added.

Jordan’s rum announcement saw many of Caribbean heritage criticising his use of the word as he doesn’t appear to have any links to the region.

The word J’Ouvert is deeply rooted in Trinibagonian and Caribbean culture and when translated from French means as “break of day”.

The word has been used in Trinidad and Tobago for several years and symbolises the beginning of Carnival –which began on the islands in the 1800s. J’Ouvert has historical links to the emancipation of slaves and is considered a traditional and important celebration created by the Caribbean diaspora’s ancestors.

Many who participate in J’Ouvert, cover themselves in oil, powder and mud and the event occurs before dawn and continues until mid-morning.

Significance of J’Ouvert

The significance of J’Ouvert celebrations has spread to neighbouring Caribbean islands with many now participating in the morning event in Grenada, Barbados, St. Lucia and Jamaica.

In recent years, J’Ouvert has been incorporated into London’s Notting Hill Carnival to give the two-day street party a more authentic feel.

News of Jordan’s new business venture is causing concern not just in the diaspora but also in Trinidad and Tobago. Trinidad and Tobago Minister of Trade and Industry Paula Gopee-Scoon told Newsday the news of the dispute was “of extreme concern.” 

“The first thing is to gather the information to see if it is in fact so,” Paula said.

“Then working together with the intellectual property office of the Ministry of the Attorney General, we’ll do the necessary investigation and, as always, seek to support anything that is Trinidad but at the same time protect what is ours.”

Popular rum maker Angostura Ltd has also denied having a business arrangement with the actor, after pictures emerged from the launch of J’Ouvert, which featured its popular drink Angostura Bitters.

A representative from Angostura told Trinidad and Tobago Newsday via e-mail on Tuesday, “We are, of course, not in a position to verify whether the contents of the package box set is Trinidad rum as we have only seen a package of a product launch in the media. What we can say is that we have no contractual relationship with J’Ouvert for the supply of rum.”

Two bottles of the popular bitters were pictured in the J’Ouvert box set and this confused many social media users.

The Angostura representative said there were no previous discussion or agreement for bitters to be placed in the package. They said: “The placement of Angostura’s bitters into packages has occurred in the past with product launches internationally. This does not mean that Angostura has any relationship with the product (that is) being launched.”

Even though it was revealed J’Ouvert was distilled in Trinidad and Tobago, many critics have said this doesn’t diminish concerns over the misuse of a name which is steeped in history and culture.

The trademark cites Louis Ryan Shaffer as the owner of J’Ouvert and another co-owner of the company, is said to have Trinidadian roots.

But the official trademark of the name J’Ouvert angered many because the official document states “the wording J’Ouvert” has no meaning in a foreign language”.

West Indians globally, have blasted this as “disrespectful” and “erasure”.

According to US trademark law, the trademark could be cancelled if the basis of cultural appropriation is presented and successfully argued. The trademark of J’Ouvert in the US would not halt the use of the world in Trinidad and Tobago, the Caribbean or any part of the world.

According to reports, the Trinidad and Tobago government could challenge the trademark. There may be more support for the removal of the name as a Change.org petition has launched to stop Jordan using the name and it currently has over 12,000 signatures.

The petition was started by someone named Jay Blessed and outlines a number of demands to the United States Patent and Trademark Office.

The demands include:

1. We’re asking that this filing be dismissed because of the above fraudulent and inaccurate statement. 
2. We’re asking that Investigator Maria Rivera Sanchez and the USPTO pause their final decision on the trademark of the word J’Ouvert by foreign entities for the use of the sale of rum. 
3. We are asking Angostura and other Carnival stakeholders be transparent in their business involvement. 
4. We are asking Michael B Jordan to do the right thing by calling this a loss

To sign the petition go to: https://www.change.org/p/caribbean-people-stop-michael-b-jordan-s-trademark-of-j-ouvert-for-his-rum?utm_source=share_petition&utm_medium=custom_url&recruited_by_id=14d627e0-d1e4-11eb-9c7f-09147bbedba7