Michael B. Jordan has apologized for the name of his new rum brand, saying in his Instagram Stories that he will be renaming the brand. The 34-year-old actor said Tuesday that he will change the name of his rum brand J’Ouvert after accusations that the name appropriates Caribbean culture.

Jordan wrote: “I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on. Last few days has been a lot of listening. A lot of learning & engaging in countless community conversations…We hear you. I hear you & want to be clear that we are in the process of renaming. We sincerely apologize & look forward to introducing a brand we can all be proud of.”

J’Ouvert is a festival celebrating Caribbean culture that signals the start of Carnival. The festival is held annually in Trinidad and Tobago and Grenada, and celebrated by many Caribbean people worldwide.

Editorial credit: Tom Rose / Shutterstock.com

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