A French company that makes rum sourced from Barbados is changing its name from Plantation to a more politically correct one.
The fallout from the protests against racial injustice following the killing of George Floyd and other African Americans by police officers has reached Barbados, leading the company with business ties there to take stock of how it brands its products.
France-based rum-maker Maison Ferrand, whose Plantation Rum uses Barbadian spirit in its blends, announced that it is dropping the trademark, redolent of the economy that dominated the island for 300 years, based originally on the enslavement of Africans for the production of sugar, molasses and rum.
Maison Ferrand’s owner and master blender Alexandre Gabriel said: “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. We look to grow in our understanding of these difficult issues, and while we do not 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.”
The company did not give a timeline on when it will be making the change nor did it allude to what the new name might be.”
Maison Ferrand has evolved from a small family-run enterprise in 1989 to a global player in the spirits industry today. Its portfolio includes Citadelle gin and Pierre Ferrand cognac.