Maison Ferrand has announced the rebranding of its Plantation Rum to Planteray Rum.

The name change has been in the works since the 2020 murder of George Floyd, which sparked protests in more than 60 countries in support of the Black Lives Matter movement, while “Plantation” also historically links to slavery.

“It was a long journey of trademarking a name that reflects our brand ethos in 120 countries,” the company said.

“Naturally, the rum we have proudly produced for more than 25 years remains exactly the same and will still be produced with the same expertise, attention and care but now as Planteray Rum. We remain wholeheartedly committed to make the same exceptional rum from Barbados and some of the greatest rum terroirs in the world.”

According to Maison Ferrand owner Alexandre Gabriel the new name “pays homage to sugarcane, the PLANT that gives birth to the rum, and the sun’s RAYs that are essential for sugarcane growth and ripening.”

Gabriel created Plantation Rum in 1999, reflecting his passion for old rum-making techniques and implementing the signature double ageing process that distinguishes these spirits. After several years ageing in Bourbon casks in the tropics, Plantation Rum is then shipped on boats to Château de Bonbonnet in France, where the second maturation process takes place in Ferrand French oak casks, emhancing the rum with delicate tannic undertones. In March 2017, Maison Ferrand acquired the West Indies Rum Distillery in Barbados.

Drinks International recently named Plantation Rum the world’s third best-selling rum brand in the on-premise in 2023.

Plantation Rum has been available in the Australian market since 2011.

Bottles with the Planteray Rum name will roll out globally as of January 2024, with each market undertaking its own transition plan from old name to new.

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