Plantation Rum to rename in response to global Black Lives Matter movement

Millie Milliken

Millie Milliken

29 June 2020

Rum brand is said to have recognised 'the hurtful connotation the word "plantation" can evoke' and will be changing its brand name as a result

It will be working with its stakeholders and releasing more specific information soon. Its rum production methods and the liquid itself will remain the same.

'As the dialogue on racial equality continues globally, we understand the hurtful connotation the word plantation can evoke to some people, especially in its association with much graver images and dark realities of the past,' said Alexandre Gabriel, Plantation Rum's master blender. 'We look to grow in our understanding of these difficult issues and while we don’t currently have all the details of what our brand name evolution will involve, we want to let everyone know that we are working to make fitting changes.'

For Stephanie Simbo, global brand manager, actions and solutions are of paramount importance.

'We pride ourselves on making delicious rum for people to enjoy and never want any part of their experience to create feelings of discomfort,' she said. 'To that end, we want to be on the side of actions and solutions. As you can imagine, evolving a brand name is a significant undertaking for a family business like ours. We humbly ask that everyone have patience as we move to make these changes as quickly as possible.'

The rum brand's portfolio comprises a collection of award-winning products, some of which are produced in the company's West Indies Rum Distillery in Barbados. The 30+ year-old company prides itself on its 'creativity, teamwork and inclusiveness'. 

'We have always drawn on our multi-culturalism to guide our actions, our communications and our relationships with customers and colleagues around the world,' said Angelique Jullienne, marketing and communications director. 'We strongly affirm our policy that everyone associated with Plantation Rum and West Indies Rum Distillery is treated with respect and dignity.'

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