Michael B. Jordan Apologizes for Rum Brand’s Controversial Name and Promises to Rename It

Nicki Minaj and other social media users have expressed their dissatisfaction with Michael B. Jordan’s rum brand’s name.

After claims that his new rum brand appropriated Caribbean culture, the actor took to Instagram on Tuesday to apologize for calling it J’Ouvert.

“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,” Michael wrote. “Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations…”

In light of the backlash, the 34-year-old star went on to say that the brand will be renamed.

“We hear you,” he continued. “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.”

Michael’s girlfriend, Lori Harvey, congratulated him on his new business venture and posted photographs from an alleged launch party for J’Ouvert rum over the weekend, as shown in screenshots shared online.

J’Ouvert is a Caribbean culture celebration conducted every year during Carnival in Trinidad, Tobago, and Grenada, as well as around the world.

Nicki Minaj, a Trinidadian, was one among the social media users who voiced her displeasure with the name. She retweeted a message about the event’s cultural significance and begged the actor to rename his rum.

“I’m sure MBJ didn’t intentionally do anything he thought Caribbean ppl would find offensive,” the rapper wrote. “but now that you are aware, change the name & continue to flourish & prosper.”