Wanna double check @n3wscott?

There is no go call,

But the message is pushed inside a channel and used later, i think that's the issue here

I think it is related to the anonymous function:
https://play.golang.org/p/d2dGm_k_omn
whereas
https://play.golang.org/p/FVUHDwNw-dI

Edit (2)
Rethinking about this, the behavior is not surprising at all.
The code is saying:

1. Allocate a *sarama.ConsumerMessage named "message" and store into it the different iteration (ie change at each iteration)
2. Then put into a channel something that uses this pointer
   For sure when consuming the output channel, the value of the pointer depends on the number of iteration (ie it reflect the current state of the iteration, not the state when the pointer was added to the output channel)
   This kind of "tricky situation" is not limited to

for plouf := range myChannel {
    go myFunction(&plouf)
}

which is more obvious, but exactly the same, ie we don't control when the function is being called (relatively to the for loop)

https://play.golang.org/p/z5qVb776T-u
Here my output will be "random", because I don't control when the chan is being consumed

LGTM