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Michael B. Jordan Facing Backlash For Naming His Rum Brand J’Ouvert

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Michael B. Jordan Accused Of Cultural Appropriation For Naming His New Rum J'Ouvert, A Name Originated In The Streets of Trinidad

Michael B. Jordan Accused Of Cultural Appropriation For Naming His New Rum J’Ouvert, A Name Originated In The Streets of Trinidad

Michael B Jordan joins other celebrities in his new venture into the spirits industry. The actor is the lastest to dive into the alcoholic beverage industry. But he immediately faced backlash for his new rum brand name J’Ouvert.

Michael is facing accusations of cultural appropriation by critics of all backgrounds, but especially those with Caribbean roots for naming the brand J’Ouvert after launching it on Sunday (June 20).

Jordan’s girlfriend Lori Harvey, shared a series of snaps of the couple celebrating the launch, including one that provided a close look at a boxed set that included Jordan’s inspiration for naming the brand.

According to HotNewHipHop, the description on the box for the rum reads, “Derives from the Antellian Creole French term meaning ‘daybreak,’ J’OUVERT originated in the pre-dawn streets of Trinidad, as celebration of emancipation combined with Carnival season to serve as the festival informal commencements.

 

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A post shared by Michael B. Jordan (@michaelbjordan)

Crafted on those same islands, J’OUVERT Rum is a tribute to the party start.” Shortly thereafter, the rum started raising eyebrows by users across social media.

“Modern day j’ouvert may look fun to you because of all the music and mud and paint but if you knew anything about the vitality of trinbagonian people or west indian people it’s that through all we been through we celebrate our past and ancestors with jubilation,” explained one Twitter user.

“we’re happy people despite it all. just because a festival or aspect of our culture looks fun and inviting does NOT mean it’s yours to take. everything here has a dark past but we make due in honour of those who came before us. respect it and leave it alone.”



Another Twitter user claim that the logo on the J’Ouvert Rum’s swag box depicted three islands, although Trinidad & Tobago is a two-island nation.

The official rum brand’s official page J’ouvert has since been made private, and both Jordan and his girlfriend Lori Harvey have erased all traces of their launch from social media following the backlash.



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