This case study analysis explores the ethical issues involved in production outsourcing and the consumer behavior elements in the UK for a company specializing in alcohol production. It discusses wage inequality, cultural diversity, and sweatshop environment as potential ethical threats. It also examines the consumer behavior in the UK, including preferences for high quality products, fairness in price, online shopping options, and brand loyalty. The recommendations include training for management and employees, integration of an efficient HR system, and the development of marketing strategies that address ethical production and corporate social responsibility.