Racist comments from Red Stripe in Jamaica?

Some young Jamaicans have tapped into the Internet to create awareness for what they deem racist commentary by the most popular beer company in Jamaica, Red Stripe, a brand now owned by Diageo.

The content of a summer magazine printed in Jamaica to promote upcoming events contained the following remarks in an article focusing on 'Uptown vs' Downtown parties' (note: the typos are from the magazine):

In reference to a 'Downtown' party, the article states: "Arguably the original type of party, no holds barred, no clothes barred, and typically attended by Amistad and friends. Usually encompasses an all night fashion show that ends up as a laundry mat cleaning. Sadiki and the G-Unit dancers included."

Going on to say that at an 'Uptown' party, "If you're family is predominantely black, you could get lucky and find a mate at the party, and your kids would end up mixed/ light skin-did."

The group consists mainly of local university students and they have demanded an explanation and apology from all the parties involved, but so far Red Stripe has only recalled the booklets and said that the magazine was printed without final approval by the Robinson Media Group.

Jamaica is one of those countries where race and class are intertwined, and there is constant talk about 'brownings', brown skin girls, being in more demand than the 'black woman', so much so that even the music has addressed topics as diverse as bleaching (the use of skin creams to artificially lighten skin) and browning versus dark skin girls.

A history of colonialism and slavery left a very bad taste in the mouths of many Jamaicans and it is surprising that any Jamaican, or Jamaican company, would let such racist and classist remarks reach the public, much less not issue an apology and basic explanation.

A boycott on Red Stripe products has been called for an some of the students have been following it while encouraging others to join using sites like Facebook and MySpace to spread the word outside the borders of the island.

Stay tuned for what happens next, it certainly seems like young people feel much more empowered and obligated to stand up for what they believe in.

I once read that "if businesses don't hold themselves to high standards, the entire society suffers. They help to shape the communities we live in and the values we live by." It seems that no one at Red Stripe believes this.