FSSAI Bans Sale of Popular Whisky and Rum Brands Over Artificial Flavouring Violations
India’s food safety regulator has launched one of its most significant enforcement actions against the alcoholic beverages industry, prohibiting the sale of several popular whisky and rum products after inspections found they contained added flavouring substances that allegedly violated prescribed manufacturing standards. The Food Safety and Standards Authority of India (FSSAI) said the affected products were marketed as standard whisky or rum despite relying on artificial or “nature-identical” flavouring to recreate the taste and aroma that should naturally develop through fermentation, distillation and ageing.
The crackdown affects products manufactured by units belonging to Diageo India (United Spirits), Inbrew Beverages and other manufacturers. Among the brands named by the regulator are select variants of Antiquity Blue Whisky, Royal Challenge Whisky, Bagpiper Deluxe Whisky, McDowell’s No. 1 Rum, Old Cask Deluxe XXX Rum, Central Province Whisky and three variants of Old Monk Rum. According to FSSAI, the prohibition applies to products manufactured at specific facilities where violations were detected, rather than every product sold under these brand names nationwide.
FSSAI said the characteristic flavour and aroma of whisky and rum are expected to arise naturally from raw materials such as malt or molasses, fermentation, distillation and the ageing process. Investigators alleged that some manufacturers instead added whisky or rum flavouring directly to neutral spirit to imitate matured products. The regulator argued that such products should instead be labelled as “whisky-flavoured spirit” or “rum-flavoured spirit,” and marketing them simply as whisky or rum amounts to misleading consumers.
One of the most prominent findings involved certain Old Monk variants. FSSAI stated that laboratory testing showed artificial flavouring had been used to mask the natural characteristics of the spirit. It also questioned a “7 years old blended” claim on one product, alleging that matured rum constituted less than five percent of the blend while the principal ingredient was unmatured neutral spirit, making the age claim misleading.
The regulator clarified that the action is not a blanket prohibition on flavouring agents. Natural or nature-identical flavours remain permissible for products where such additives are specifically allowed, such as coffee or vanilla flavours. The dispute centres on manufacturers adding rum flavour to rum or whisky flavour to whisky, a practice FSSAI says lacks technological justification under existing food additive regulations and results in products being classified as “sub-standard.”
Following appeals by some manufacturers, FSSAI has conditionally relaxed certain prohibition orders, permitting the sale of existing stock provided the true nature of the products is prominently disclosed on the front of the packaging. However, the regulator has directed that future production must not include the disputed flavouring practices. Several additional manufacturing units have also received notices, indicating that the enforcement drive is continuing across the sector.
The companies involved have disputed the regulator’s interpretation of the rules. Diageo India has challenged the action in court, maintaining that its product labels comply with applicable regulations. The outcome of these legal proceedings could have wider implications for India’s alcoholic beverages industry, particularly regarding manufacturing standards, labelling practices and consumer disclosure requirements.
The enforcement action signals a broader tightening of regulatory oversight by FSSAI. Coming soon after recent action against misleading “100%” claims on food products, the move reflects the regulator’s increasing focus on ensuring that product names, labels and advertising accurately represent what consumers are buying. Industry analysts expect alcohol manufacturers across India to review their formulations, production processes and packaging to ensure compliance with evolving food safety and labelling standards.
