‘Old Sam’ logo to get makeover due to concerns about racist branding
ST. JOHN’S, N.L.— The Newfoundland and Labrador Liquor Corp. says it will change the logo — but keep the name — of a locally bottled rum brand that appears to depict a laughing Black man.
The Crown corporation said Monday its research into the 200-year history of Old Sam rum did not unearth any direct evidence that the image on its labels was rooted in racist stereotypes.
But, in a statement announcing the character’s removal, the agency reported it is impossible to reach a definitive conclusion about the logo’s origins.
“Although we may believe the imagery is not related to negative racial stereotypes, we cannot conclusively state that those linkages may not exist or be perceived in that light,” the statement read.
“Given NLC’s values and our commitment to diversity, inclusion and acceptance, therefore, we believe that the time is right to evolve the Old Sam brand and adjust the visual identity of the product accordingly.”
The corporation announced a review of the product this month after a staff member raised concerns.
The move followed several other companies making changes to their labels — including PepsiCo’s Aunt Jemima pancake products and Mars Inc.’s Uncle Ben’s rice — as global Black Lives Matter protests have prompted fresh scrutiny of racism in product branding.
While the NLC’s review of Old Sam got underway, the New Brunswick Liquor Corp. stated that, as of June 19, it would pull the brand’s products from its shelves and conduct a full review of its own catalogue. The NLC reported Monday that its “extensive research” suggested the person illustrated in black-and-white on Old
Sam labels may be the founder of Edward Young & Co. Ltd, the company that originally owned the product.
The corporation said its research, which has not been made public, included looking at trademark and other filings, historical labels any in Guyana — areas the NLC said “yielded limited additional information.”
Text that was removed from the product website shortly after the NLC’s statement Monday vaguely described “Old Sam” as a man who sold rum products in Guyana in the 1700s. It said the rum “has a personality as unique as its namesake.’’ “Sam was a man who demanded much of himself, his workers and his rums, but brimmed with generosity for guests and friends,’’ the text read.
“Merchants, naval officers and New World adventurers alike found their way to his post on the Demerara River to share a story, a laugh and a taste of the latest blend.’’
The NLC said research suggested the person on the label “is likely” Edward Young of Edward Young & Co. Ltd., because he had used his image on other products in the past.