Rum Producer Changes Name of Plantation Rum Amid Slavery Accusations

Maison Ferrand, a distinguished producer of high-quality spirits, has recently revealed the rebranding of its well-regarded Plantation rum in response to criticism regarding its ties to slavery. The rum will now be known as Planteray, fulfilling a pledge made in June 2020.

At a press conference held at the West Indies Rum Distillery in Barbados, the company’s owner, Alexandre Gabriel, unveiled the new name, stating that it “pays homage to sugar cane, the plant that gives birth to the rum, and the sun’s rays that are essential for sugar cane growth and ripening.”

The original name of the rum had faced backlash due to its association with the transatlantic slave trade during the Black Lives Matter movement in 2020. Although the recent announcement did not directly acknowledge the racism concerns related to the original name, it has been positively received by many, including Rachelle Ferron, the head of entertainment at ITV’s Good Morning Britain. In an article for the Guardian, Ferron endorsed the rebranding and urged other companies to eliminate associations with slavery from their branding.

Gabriel had initially announced the intention to change the rum’s name in June 2020, recognizing that the word “plantation” can bring to mind painful connotations, particularly in its historical context. He emphasized the company’s commitment to making appropriate adjustments and gaining a deeper understanding of such sensitive issues.

In an interview with Drinks International, Gabriel explained that the original name drew inspiration from his rural upbringing in France, where “plantation” is a term used in farming. He clarified that the name was chosen without any harmful intent.

This decision by Maison Ferrand follows a similar rebranding move by the Danish company 1423 World Class Spirits, which renamed its Ron Esclavo rum to Patridom. Ferron has also called for other rum producers to consider rebranding products associated with slavery and specifically pointed out Diageo for retaining the Captain Morgan brand, named after the 17th-century privateer and plantation owner Sir Henry Morgan.

While Diageo has defended the Captain Morgan brand, asserting that there is no legal or financial link between the brand and Henry Morgan, ongoing discussions and actions by various companies reflect a broader societal trend towards increased awareness and sensitivity regarding historical connotations in branding and marketing.

The decision to rename the Plantation rum marks a significant milestone for Maison Ferrand and reflects the evolving approach of businesses in addressing historical connections in their products. As discussions surrounding inclusivity and respect for historical sensitivities continue to gain momentum, such changes may become more commonplace across various industries.