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Last weekend, actorMichael B. Jordanannounced the launch of his forthcoming line of rums, JOuvert.
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.
JOuvert is an Antillean Creole French term that translates to daybreak.
PerBBC, the festival originally began with 18th-century plantation owners and masters dressing up as enslaved people.
After emancipation, newly freed people took over the festival, mocking the enslavers who once imitated them.
Jordan has not yet said what he plans to rename his rum brand.
