The Food Safety and Standards Authority of India (FSSAI) has barred the sale of several popular alcoholic beverage variants from manufacturers including Diageo India, Inbrew Beverages, and Mohan Rocky Springwater. The regulator alleged that these companies used artificial or nature-identical
flavoring to mimic the taste and aroma of spirits instead of relying on natural ingredients and proper ageing processes.
FSSAI Bans Sale of Popular Whisky and Rum Variants Over Artificial Flavoring
According to the news.abplive.com, tests revealed that some manufacturers were adding flavors corresponding to the drink’s own category, such as adding whisky flavor to whisky or rum flavor to rum. The regulator described these products as “sub-standard,” stating that such practices allow companies to bypass the maturation process and avoid using traditional ingredients like malt, grapes, or molasses.
Affected Brands and Facilities
The prohibition-of-sale orders target products manufactured at specific facilities. The Ministry of Health and Family Welfare (MoHFW) confirmed that enforcement actions were taken against products from the following locations and brands:
- United Spirits: Antiquity Blue Whisky and Royal Challenge Whisky produced at the Baramati facility and another unit in Madhya Pradesh.
- Mohan Rocky Springwater: Three variants of Old Monk rum and Old Cask Deluxe XXX Rum produced at the Khopoli unit in Maharashtra.
- Inbrew Beverages: Bagpiper Deluxe Whisky and Old Cask Deluxe XXX Rum produced in Madhya Pradesh.
- Associated Alcohol & Breweries: Products manufactured in Madhya Pradesh.
Additionally, the ministry noted that McDowell’s No.1 Rum is among the affected brands. While these specific units are banned, the government clarified that the action does not reflect the practices of the entire alcohol industry, as many manufacturers remain in compliance with food safety standards.
Regulatory Violations and Labeling Issues
The action is based on the Food Safety and Standards (Alcoholic Beverages) Regulations, 2018. Under these rules, adding artificial or nature-identical flavorings that imitate a spirit’s natural taste is prohibited. While general additives like coffee or vanilla are permitted if supported by technological justification, the FSSAI stated there is no internationally recognised manufacturing practice
that justifies adding rum flavor to rum or whisky flavor to whisky.
The MoHFW further alleged that some manufacturers produced beverages primarily from spirit or extra-neutral alcohol and used flavors to recreate sensory characteristics, thereby misrepresenting the products to consumers. The ministry claimed consumers were not adequately informed about the true nature of these products on the front of the packaging.
Separate concerns were raised regarding misleading age-related claims. Specifically, the government cited a 7 years old blended
claim on an Old Monk XXX Rum variant as misleading. According to the 2018 regulations, the age claim of a blended spirit must be determined by the youngest spirit used in the blend.
Industry Response and Wider Oversight
Two senior industry executives told Reuters that companies believed the use of such flavoring complied with Indian regulations and expressed concern over the regulator’s decision. It remains unclear if the restrictions apply only to the identified facilities or to the brands produced elsewhere.
This enforcement follows a period of heightened regulatory scrutiny by the FSSAI across the food and beverage sector. This includes recent efforts to tighten norms for high-caffeine beverages, where the regulator directed manufacturers to stop marketing such products as “energy drinks.”
The FSSAI also conducted inspections and sample collections at Mandexi Distilleries & Breweries in Goa and issued notices to six other manufacturers in Maharashtra. Industry analysts note that because imported spirits volumes in India grew at a CAGR of 16 per cent between 2019 and 2024, this action against Indian-made Foreign Liquor (IMFL) may add stress to the domestic segment.
Keep reading
