Business Ethics, Law, and Sustainability

Unethical Issue Conducted by

ORANG TUA GROUP - RED WINES PRODUCTS

SG-1
Aulia Bagus Pramuditya - 29319002
Aulia Ridho - 29319007
Dwimiranti Andini - 29319010
Fadhel Ilhami Nasr - 29319005
Muhammad Wildan Fadlillah - 29319008

Orang Tua Group (“OTG”) was founded in Semarang 1959 by Chandra Djojonegoro and Chu Sok
Sam. Their very first product was Anggur Merah (“AM”) produced in 1948 even before the
company was founded. AM is a traditional and authentic red wine from Indonesia. AM was
originally made for health purpose of the consumers because it contains a fermented wine and
herbs.

As the time goes by, OTG changed their target market from adults that are concerned about their
health to young adult. Because of it, the function and the price itself has changed. From health to
recreational purpose and the price has increased from low price scale to medium price scale.
Those changes reflect on their recent activities that often involved as a sponsor or as a partnership
in several events (i.e. music festival, food festival) in Indonesia. The problem is that they sold the
product to visitors under the age of 21 at the events--the events is not classified as an adult event
rather than all age is permitted to visit the events.

PROS (Muhammad Wildan) :

1. According to Wildan’s opinion, AM is not boldly as an illegal beverages according to what
Orang Tua Group has produced. Meanwhile, there are several healthy recommendations
in consumption (non-medical prescribed) to support body stamina. It is not only an
“alcoholic beverages” besides their healthy advantages ingredients (i.e. ginseng and any
kind of herbs)
2. They are not harm any regulations and buyers, because of the precaution notes that is
written on the bottle.
3. There are also some mandatory procedures that consumer have to follow on their music
event or music festival (i.e. +21 sign on their booth, show ID card and legal age bracelet)

Closing Statement:
The OTG has followed the regulation for selling alcoholic beverages, and they also provide
some mandatory procedures and clear terms and conditions that strictly must be understood by
the consumer on the music events and festivals. On the other side, the consumer has lost its
awareness of the responsibilities of what they consume, especially AM which sold in music event
festival.

CONS (Dwimiranti Andini, Aulia Bagus, Aulia Ridho):

1. The company must give an exceptional information regarding alcoholic contains on their
product upon on the purchasement, like on the packaging of cigarette product.
2. Based on religious point of view, it is not allowed to consume an alcoholic products.
Because, it will cause the consumer lost their sobriety and they might commit crime without
their consciousness and harm people around them.
3. The government must rebuild the laws that regulate the alcoholic beverages use and
consumption despite the level of alcoholic contains, because of the disadvantages of
misuses.
4. The OTG can’t mention their product for health purposes categorized, as long as there
are not scientific proof and doctor recommendation. It will be a miss leading advertising
and not responsible for they consumers who belief and buy AM for health purposes.

Closing Statement:
OTG has an option not to shifted their target markets to young adult and OTG must be
known the risk for underage that trying to consume their AM, even though there are some
mandatory procedure that consumer has to follow, but the facts there are chances that underage
consumer still could buy the AM. Beside that, OTG must relinquish their image brand of AM
products for health purposes.

CONCLUSIONS (Fadel):

OTG has an option not to shifted their target markets to young adults in a way to avoid
their underage segment. There are two main stakeholders who have responsibility for AM product
over society. These are Government and OTG. The government who has the power to make a
regulation and the company should decide on a stake to protect society. The regulation should
protect the society from the misapplication of OTG product specifically that contains alcohol. Since
the alcohol-containing product that be misused by society could lead to harm people.

REFERENCES
1. https://tirto.id/orang-tua-dan-abc-itu-bersaudara-cD8M accesed in August 28th, 2019
2. https://www.anggurorangtua.id/#produk-kami accessed in August 29th, 2019
 3. https://www.anggurorangtua.id/#event accessed in August 30th, 2019
4. https://www.cnnindonesia.com/gaya-hidup/20190312144010-266-376514/video-anggur-
orang-tua-warisan-fermentasi-untuk-kesehatan accessed in Auguts 30th, 2019

ATTACHMENTS

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2. Video :
a. Company Profile (YouTube), https://www.youtube.com/watch?v=oRSj7STqaJ4
b. Company Profile (Official Website) : https://www.anggurorangtua.id/#produk-kami
c. Promotion in Events : https://www.anggurorangtua.id/#event

i.
ii.

iii.

iv.
v.

vi.
 vii.

d. SynchroniseFest Event : https://synchronizefestival.com/

e. AM is suggested to be consumed with pregnant women :
https://www.cnnindonesia.com/gaya-hidup/20190312144010-266-376514/video-
anggur-orang-tua-warisan-fermentasi-untuk-kesehatan