After a lengthy period of contemplation and public feedback, Maison Ferrand has finally decided to change the name of their Plantation Rum brand. The brand will now be known as Planteray Rum, an announcement that was made by Maison Ferrand owner Alexandre Gabriel at the West Indies Rum Distillery in Barbados. The first product to carry the new name will be Cut & Dry Coconut Rum, with follow-up brands to be released as soon as the existing supply of bespoke bottles run out.
In a recently held press conference, Gabriel explained that the new name is a tribute to the sugarcane plant and the sunbeams necessary for its growth and maturity. Despite this explanation, the new name has received mixed feelings from the public with some people interpreting it as ‘planetary’. However, it’s clear the idea behind the new name was to retain some visual similarities with the word ‘Plantation’, while distancing itself from the old name’s controversial and racially charged history.
The selection of the name ‘Plantation’ was widely criticised due to its historical connection to slavery, particularly during the Black Lives Matter protests in 2020. Before these protests, the brand stated that the name ‘Plantation’ was simply related to the French term for ‘farm’. However, in light of recent events and public sentiment, the brand acknowledged the hurtful associations the word ‘Plantation’ might evoke, especially considering its association with the horrific realities of the past.
Consequently, Maison Ferrand, who also owns Citadelle Gin and Ferrand Cognac, set out to find a new name for their rum brand. The search for a new name took more time than anticipated, which upset many activists who accused the company of intentionally delaying the process. However, Alexandre Gabriel in a 2022 interview, refuted these claims by arguing that international business and trademark laws significantly slowed down the process. He described the process as ‘daunting and lengthy’ and stated that the final name had to be globally marketable in more than 100 countries where the company has its distribution network.
It would seem that Planteray Rum is that name, odd though it may sound at first blush. Regardless, it could be quite a while longer before the name starts showing up on familiar Plantation Rum brands in the U.S., as the company works through a sizeable supply of custom glass embossed with “Plantation.” Eventually, however, the new name will appear front and center on all the company’s products, with the rest of the labels remaining unchanged. Here’s hoping that “Planteray” doesn’t turn out to be insensitive in some other manner, when all it said and done.
Jim Vorel is a Paste staff writer and resident liquor geek. You can follow him on Twitter for more drink writing.
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