(CNN)Michael B. Jordan has issued an apology regarding his new liquor brand following some high-profile complaints.

The "Creed" actor recently launched a line of rum called called J'Ouvert, joining the many celebs who have gotten into the spirits industry.

But the name quickly drew complaints of cultural appropriation because it reportedly refers to both the Antillean Creole French term meaning "daybreak" and an annual festival held in Trinidad and Tobago and other locations to celebrate Caribbean culture and emancipation from slavery during Carnival.