Actor Michael B. Jordan is facing criticism from the West Indian community for partnering with a new rum called J'Ouvert.

"He has to study the history, he has to understand where it comes from," said Jouvay Fest Collective co-founder Sandra A.M. Bell.

The J'Ouvert event takes place every year to celebrate the emancipation from slavery in the Caribbean.

Some people are accusing Jordan of cultural appropriation, but others say they don't see a problem with it.

"He did it in terms of a rum. We need to understand we live in a capitalist society and people will do what they need to do to push their brand and their product forward. As long as it's within the parameters of the law," said Tropicalfete founder Alton Aimable.

Aimable says Jordan is not the first person to trademark the word J'Ouvert, along with other West Indian terms.

According to the trademark license, this has been in the works since September 2020 but has no release date.

Jordan issued an apology on his official Instagram page saying, "I just wanna say on behalf of myself and my partners, our intention was never to offend or hurt a culture we love and respect and hoped to celebrate and shine a positive light on. Last few days has been a lot of listening. A lot of learning and engaging in countless community conversations... We hear you. I hear you and want to be clear that we are in the process of renaming. We sincerely apologize and look forward to introducing a brand we can all be proud of."