The Food Safety and Standards Authority of India (FSSAI) has expanded its regulatory action beyond Old Monk, banning multiple liquor brands across India for violations related to artificial flavours and misleading age claims. According to latest reports, the banned brands include McDowell's No 1 Rum (manufactured by United Spirits at Baramati facility), Bagpiper Deluxe Whisky and Old Cask Deluxe XXX Rum (produced by INBREW Beverages in Madhya Pradesh), Antiquity Blue Whisky and Royal Challenge Whisky (both produced by United Spirits from its Madhya Pradesh facility), and Central Province Whisky. Inspections also occurred at Goa's Mandexi Distilleries & Breweries, with notices sent separately to six more Maharashtra-based manufacturers facing further regulatory action. On 2 August, FSSAI issued a press release clarifying its stance, stating that there is no internationally recognised manufacturing practice whereby rum flavour is added to rum or whisky flavour is added to whisky. The regulator emphasized that the characteristic flavour and aroma of products such as rum and whisky should naturally emerge from ingredients and production methods, including raw materials, fermentation, yeast activity, distillation and maturation. However, some manufacturers were allegedly adding external flavouring substances designed to recreate the taste and aroma associated with rum or whisky, which could mislead consumers because the products were being sold as standard whisky or rum despite not developing those sensory characteristics naturally.
FSSAI alleged that manufacturers were found to be adding external flavouring substances that mimic the inherent aroma and taste of standardised alcoholic beverages and marketing them as regular rum or whisky. According to the regulator, laboratory testing of rum and whisky samples from multiple manufacturers found the presence of artificial or nature-identical flavours, leading laboratories to classify the products as sub-standard. The regulator cited laboratory findings stating that "the addition of artificial flavours is masking its natural flavour and making the product substandard." Separately, FSSAI found that the "7 years old blended" claim on an Old Monk XXX Rum variant was misleading. According to the regulator, neutral (unaged) spirit constituted the major ingredient in the product, while matured rum made up less than 5% of the blend. This violated the Food Safety and Standards (Alcoholic Beverages) Regulations, 2018, which require age statements to be based on the youngest spirit used in the blend. The enforcement action has been taken against Mohan Rocky Springwater's unit in Khopoli in connection with the three variants.
In a previously unreported July 20 notice reviewed by Reuters, FSSAI warned liquor giant Diageo that its claims about Royal Challenge Whisky being "matured in American oak casks" were misleading to consumers. The notice revealed that "your product has a grain neutral spirit as second ingredient after demineralized water, and major portion is non-matured spirit." FSSAI stated that "the complete alcohol is not matured in wood cask as claimed on the label, and therefore misleading the consumer." The regulator emphasized that "any claim regarding age of the spirit used in the product must refer to the youngest spirit used in the mix, not the oldest." Diageo India, the local unit of United Spirits, told Reuters it remains committed to the highest quality standards and is "actively engaging with FSSAI to address their queries on labelling." The company told stock exchanges this week it anticipated no financial implications from the ban but was closely monitoring the matter. The whisky ban covers Diageo's Antiquity Blue Whisky and Royal Challenge made in Madhya Pradesh, as well as Inbrew's Bagpiper Deluxe Whisky and Old Cask Deluxe XXX Rum, all produced in the same state.
The whisky ban covers Diageo's Antiquity Blue Whisky and Royal Challenge made in Madhya Pradesh, as well as Inbrew's Bagpiper Deluxe Whisky and Old Cask Deluxe XXX Rum, all produced in the same state. Domestically made Royal Challenge is one of Diageo's top-selling products in India, with over 4.5 million nine-litre cases sold every year, calling it a product of the "mid prestige price segment." In Uttar Pradesh, a 375-millilitre bottle of Royal Challenge costs ₹360 ($3.80). The whisky's front label claims "A rich blend of Indian grain spirit & imported scotches, matured in American oak casks," while its back label contains "demineralised water, grain neutral spirit, Scotch. Contains permitted natural colour and added nature identical (whisky) flavouring substances." FSSAI noted that Diageo's mention of "Scotch" is also vague and "does not inform its true characteristics," requiring the company to specify what "Scotch" is used. The industry says it complies with the law, but the crackdown on India's $40 billion alcohol industry comes as the regulator increases its scrutiny of liquor companies, energy drink makers like PepsiCo and food producers over what it contends are incorrect labelling and weak compliance.
Diageo India has separately challenged a related FSSAI order, approaching the Bombay High Court regarding a 29 June order issued under the Food Safety and Standards Act. According to Diageo, there are no legal barriers to its labelling and maintains that its methods align with established industry practices. On 2 August, FSSAI issued a press release and clarified its stance, stating that "such products are not only sub-standard but are also misrepresented by using the names of standard categories. At best, they can be identified as rum-flavoured spirit or whisky-flavoured spirit. Further, the front of the pack completely fails to disclose the true nature of the product." This legal challenge highlights the ongoing industry debate over the regulatory framework for alcoholic beverage labelling and the distinction between traditional manufacturing processes and flavour-enhanced products. Two manufacturers appealed against the prohibition orders and subsequently received conditional relaxation, under which existing stock can be sold if the front label clearly discloses the true nature of the product. However, future production must not include identical flavour additions such as rum flavour in rum or whisky flavour in whisky, the regulator said. The crackdown on India's $40 billion alcohol industry comes as the regulator increases its scrutiny of liquor companies, energy drink makers like PepsiCo and food producers over what it contends are incorrect labelling and weak compliance.
