In Alex Mascott’s post, Taking Africa by Alcohol, he discusses Johnnie Walker’s decision to move to Africa. He showed the labeling system for quality from red, being the lowest, to blue, and than King George V at the top. What surprised me is that he did not consider the ethical portion of marketing in Africa. Though Johnnie Walker is making it’s red label affordable for lower class citizens, the real target is criminalized groups and people of wealth.

I feel as though Johnnie Walker might become the official alcohol of the criminal and rebel gangs in Africa. Now that has a certain appeal to some people but in the large picture, most will think negatively of label.

This expansion could lead to a decrease in sales of Johnnie Walker else where in the world as some don’t want to have any association to criminal gangs. The main target, wealthy citizens who afford the top of the line Scotchs,  won’t  want to  drink the same alcohol as criminals in Africa.

Johnnie Walker should carefully consider its expansion; debate the ethical issues and  weigh the profit expectation to the cost they may succumb too due to this ethical choice.