Authentic or Ill Advised? Branding Experts Weigh In On Plantation Rum’s Name Change

Brands reinvent themselves all the time, but not always for the same reasons. In the case of Planteray Rum – the new identity for Plantation Rum as of last month – the change is the culmination of a four-year process that brought the company face-to-face with painful, negative historical connotations, and ultimately towards what it hopes is a brighter future.