A new look for Old Sam: NLC swaps label on popular rum after reviewing brand's history

Old Sam isn't going anywhere, but the label on the popular bottle of rum is changing.

The new version comesafter a Newfoundland and Labrador Liquor Corporation review of the possible negative stereotype on the original label, which depicted a laughing, elderlyman commonly perceived to be Black. That movewas made in the wake ofPepsiCo pulling the name and logo of its Aunt Jemimaproduct line because of its racial stereotype.

The NLC, whichblends and bottles the Guyanarum at its St. John's plant,committed to reviewing the brand last June and has now dropped the image andaltered the label.

Wally Dicks, the NLC's chief operating officer,told CBC Radio's On The Gothe company spoke with the production distillery, and with the brand's previous owners, but couldn't find anything conclusive that linked the name or the label to any negative stereotypes.

But Dicks said the company couldn't find anything conclusive to say otherwise, either.

"What we decided to do was basically do the right thing. Since we couldn't conclusively say that, or others might perceive it as a negative stereotype, we decided to change the label," Dicks said.

"We were planning to review Old Sam anyway. Every five or six years we'll review our brands, we'll update, we'll refresh. We did it with Screech back in 2013 or so."

Old Sam is among the company's best sellers, with between 8,000 and 9,000 cases sold each yearabout 5,000 of which are soldin Newfoundland and Labrador.The NLC bought the brand, which dates back to the 1700s,in 1999.

Dicks said the new labels are slowly rolling out across the province over the next couple of months, with certain stores only stocking certain-sized bottles with the new look for the time being. The design was created in-house at the NLC.

"Basically what we're saying is 'new look, the same Old Sam,'" said Dicks.

"We haven't seen any real positive or negative reaction yet."

Dicks said the old label Old Sam bottles can still be found in stores, which will be replaced by new bottles when they're sold.

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