Ethics in general can be defined as a systematic attempt through the use of reason to make sense of our individual and social moral experience in such a way as to determine the rules, which ought to govern human conduct and the values worth pursuing in life. The object that ethics studies are morality. Morality is a term used to cover those practices and activities that are considered importantly right and wrong, the rules, which govern those activities, and the values that are imbedded, fostered, or pursued by those activities and practices. The morality of a society is related to its mores or the customs accepted by a society or group as being the right and wrong ways to act, as well as to the laws of a society, which add legal prohibitions and sanctions to many activities considered to be immoral.

             In the United States the mandate to business was initially rather simple. People wanted goods to be a plentiful, good, and cheap as possible. Those interested in producing them were given relatively free rein under competitive conditions. Some businesses succeeded and grew but others failed also. As problems developed, law regulating working conditions, protecting children, preventing monopolistic practices, and preserving the environment by introduced regulations. The regulations frequently represented moral concerns on the part of American people. Business is a social enterprise. Its mandate and limits are both sets by society. So the limits are often moral, but they are also frequently written into law. A business may ignore the moral demands of an individual but it can hardly ignore the moral demands of a whole society since it is part of that society and dependent on it at the same time that it serves it.

             Nowadays, government already banned on cheap wine sales in skid row areas. Besides, community and church groups have been critical the company that sells high alcohol content wines for profiting from wines.