A well-liked Caribbean rum underwent a name change due to associations with slavery.

Formerly known as Maison Ferrand’s Plantation Rum, it will now carry the moniker of Planteray Rum.

This change was disclosed by Alexandre Gabriel, the proprietor of Maison Ferrand, during a press meet held at the West Indies Rum Distillery in Barbados.

“The transition from Plantation to Planteray commences from this day,” declared Gabriel.

Gabriel asserts that the fresh name commemorates sugarcane, the source of rum, and the sun’s rays, which are vital for the maturing and growth of sugarcane.

The brand’s name received severe condemnation due to its association with slavery and was underscored during the Black Lives Matter movement in 2020, as revealed in an essay penned by Rachelle Ferron in the Guardian in 2022.

The alteration of name was pledged in June 2020, but the process of trademarking the new name in various countries resulted in the delay, as per the information from various reports.

The brand’s fresh name Planteray will first be seen on the bottles of Cut & Dry Coconut Rum, marking its first availability for purchase outside Barbados.

As remaining stocks of custom bottles run out, the names of certain brands under this company are set to change.

Gabriel, the creator and master blender of the rum, acknowledged the painful implications that the word ‘plantation’ might imply to some individuals, particularly due to its association with the harsh images and realities of history.

He stated, “As we continue to grow our comprehension of such complicated issues, we want to assure everyone that we are actively making appropriate changes, though we may not currently have all the specifics of what our brand name evolution will entail.”

The brand also reassured its customers that the process of producing its rum will remain the same.

Products bearing the Planteray Rum branding will commence worldwide distribution starting this month.