A well-known Caribbean rum has undergone a rebrand due to concerns related to its “hurtful” connections to slavery.

Maison Ferrand, a spirits manufacturer, altered the name of its rum from Plantation to Planteray. This month, bottles displaying the updated name will be distributed internationally.

The organization initially committed to renaming the beverage in response to the Black Lives Matter movement, which flared up following the killing of George Floyd in 2020.

Global demonstrations triggered broad-ranging debates on systemic racism and the ramifications of colonial history, leading to a slew of brands being scrutinized for potentially offensive affiliations.

But delays were caused by trademarking the new name in 120 countries, the company said.

Alexandre Gabriel, the rum’s creator and master blender, said at the time: “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 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.”

The new name comes from the word “plant” to reference the sugar cane origin of the rum and “ray” to refer to “the sun, being open to people, the heritage and savoir-faire of rum”, according to a post on the brand’s Instagram account.

It was revealed by the business proprietor in a media gathering at the West Indies Rum Distillery in Barbados this month.

“Starting today, the transformation from Plantation to Planteray gets underway,” expressed founder Gabriel.

“Trademarking a name that embodies our brand philosophy in 120 countries was a drawn-out progression. Rest assured, our rum, which we’ve been creating with pride for over 25 years, remains unchanged. It will continue to be made with an equal level of proficiency, dedication, and attention, just under a new name – Planteray Rum.

“We sustain our firm commitment to producing the same notable rum from Barbados and the finest rum terroirs across the globe.”