The Food Safety and Standards Authority of India (FSSAI) has prohibited the sale of select variants of popular liquor brands, including Old Monk, Royal Challenge, Bagpiper, Antiquity Blue and McDowell’s No. 1, after finding violations related to the use of artificial flavouring and misleading product labelling.

The regulator clarified that the action is limited to specific product variants and does not apply to the entire brand portfolio. Existing stock has been allowed to remain on sale only after appropriate disclosures regarding the true nature of the product, while manufacturers have been directed to discontinue the disputed flavouring practice in future production.

Artificial Flavouring Triggered Action

According to the FSSAI, laboratory analysis found that some manufacturers had added "rum flavour" to rum and "whisky flavour" to whisky. The regulator said such products fail to meet prescribed food safety standards because the characteristic taste and aroma of these spirits should develop naturally during fermentation, distillation and ageing rather than through artificial flavouring.

The authority described such practices as making the products "sub-standard" under the Food Safety and Standards Regulations.

Old Monk Variants Among Those Affected

Among the products facing regulatory action are three Old Monk variants — The Legend, Gold Reserve and XXX Matured Rum. Other affected products include Bagpiper Deluxe Whisky, Royal Challenge, Antiquity Blue, Old Cask Deluxe XXX Rum, Central Province Whisky and McDowell's Celebration Rum.

The regulator emphasised that consumers can continue purchasing other compliant variants of these brands.

Labelling Found Misleading

Apart from flavouring concerns, the FSSAI also objected to certain product labels.

In the case of Old Monk, the regulator said claims such as "7 Years Old Blended" were misleading because the principal ingredient consisted largely of unmatured neutral spirit, while matured rum accounted for less than five per cent of the blend.

According to laboratory findings, the addition of artificial flavouring masked the natural characteristics expected from matured rum. The regulator also stated that products relying on flavour additives should be clearly marketed as "flavoured rum" or "rum-flavoured spirit" instead of being presented as conventional rum.

What Rules Allow

The FSSAI noted that Indian regulations permit limited additives such as caramel colouring and vanilla in rum. However, artificially adding the flavour of the spirit itself—such as rum flavour to rum or whisky flavour to whisky—is not recognised as an accepted manufacturing practice.

Similarly, whisky manufactured using neutral spirit cannot legally be marketed as standard whisky if its flavour primarily comes from artificial or nature-identical flavouring substances. Such products must instead be labelled as "whisky-flavoured spirit".

The regulator cited provisions under the Food Safety and Standards (Alcoholic Beverages) Regulations, 2018, along with the Food Safety and Standards (Food Products Standards and Food Additives) Regulations, 2011, while explaining its decision.

Conditional Relief for Existing Stock

FSSAI has allowed manufacturers to sell existing inventory after clearly disclosing the actual nature of the product on the front label. For future production, companies have been instructed not to add identical flavouring substances such as rum flavour to rum or whisky flavour to whisky.

The authority also clarified that the current action is not an indictment of India's alcoholic beverage industry as a whole, noting that many manufacturers continue to produce products fully compliant with prescribed standards.

Industry Likely to Review Manufacturing Practices

The regulatory action is expected to prompt manufacturers to reassess formulation and labelling practices to ensure compliance with food safety standards. Industry observers believe companies may increasingly focus on traditional ageing methods and transparent product descriptions to avoid similar regulatory scrutiny in the future.