Entertainment

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

Published

3 years ago

June 22, 2021

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.

What’s next? A free doubles with every #JouvertRum purchase?! someone point out Michael B Jordan’s Trini roots fast for me please!!! Cuz I’m not understanding this shit. Is it his grandma who makes the rum cakes??? pic.twitter.com/7Q8E1uowmU

— Hot & Unbothered (@AllianaSabrina) June 20, 2021

I just noticed the shape of the logo and ????lmfao who is his business partner because in its face, this is a little strange pic.twitter.com/wXDjLlLaFh

— Cece. (@caribbean_cece) June 20, 2021

THREAD.

ICYMI Michael B Jordan has launched a rum brand called J’ouvert & has filed a trademark for the word J’ouvert. In his filing he says the word “has no meaning in any language” I am livid.

Black Capitalism is still Capitalism.

Sign the petition: https://t.co/0gNp4JAvGn https://t.co/UWS1ojZN7D

— #BakeOnceAWeek The Box – Drops 6/30 (@LeslieMac) June 21, 2021

Has the nerve to trademark it and say Jouvert has no meaning. Also leaves Tobago out the description.

— D.D. Aesthetic | IG:_iamdda ✨ (@_iamdda) June 20, 2021

imagine trying to explain what jouvert is to someone and they go “oh michael b jordan rum” https://t.co/kmTtYuBRYb

— nika (@spxcyy) June 20, 2021

Michael B Jordan got to trademark “j’ouvert” and it was allowed?
When Kim K tried to trademark Kimono what happened?
Nah, sumn haffi do

— ✨CoconutCrescendo (@TheMizzCandy) June 20, 2021

Trinbagonians didn’t even get to make money from Carnival this year and probably not even next year and Michael B. Jordan and friends are over there doing what?! I have to laugh lmao pic.twitter.com/XcC6ljGmWU

— K. (@Yamuva_) June 20, 2021

This is who Scott is for anyone that doesn’t know. He owns a place called “Las Lap” in NYC. Michael B Jordan is a friend of his.
Scott and his Las Lap business partners have long been stealing names from carnival to give to their drinks, food & other things. Y’all now catch it. https://t.co/NddBEEwpmX pic.twitter.com/12gL4K5N6C

— ✊ (@mcintosh_sian) June 20, 2021