The Food Safety and Standards Authority of India (FSSAI) has prohibited the sale of several popular rum and whisky brands in Maharashtra, citing the use of non-permitted flavours and age-related claims, as well as concerns over the accurate labelling of such products.
The action covers several brands owned by Diageo India, including McDowell’s No. 1 Rum, Bagpiper Deluxe Whisky, Old Cask Deluxe XXX Rum, Central Province Whisky, McDowell’s No. 1 Celebration Matured XXX Rum, Antiquity Blue Whisky and Royal Challenge Whisky.
FSSAI has also taken action against three variants of Old Monk Rum — The Legend, Gold Reserve and XXX Matured Rum. Notices have additionally been issued to six other manufacturers in Maharashtra, with further regulatory action expected.
The regulator’s action follows findings that certain manufacturers were producing alcoholic beverages predominantly from neutral alcohol or extra neutral alcohol and subsequently adding flavours to recreate the characteristic aroma and taste associated with rum or whisky.
According to FSSAI, such products were being marketed as standard rum or whisky despite their composition. The regulator said this could potentially mislead consumers about the true nature of the products.
Existing stocks allowed to be sold conditionally
Following appeals filed by two manufacturers against the prohibition, FSSAI has conditionally revoked the restriction on the sale of existing stocks.
The manufacturers can sell their existing inventory provided the front of the pack clearly discloses the true nature of the product. However, for future production, manufacturers have been directed not to add identical flavours such as “rum flavour” or “whisky flavour” to products being sold as standard rum or whisky.
FSSAI said products made using neutral or extra neutral alcohol and subsequently flavoured to replicate rum or whisky should instead be labelled as “Rum-flavoured Spirit” or “Whisky-flavoured Spirit”, as applicable.
FSSAI calls out labelling and production practices
The regulator termed the practice a malpractice, stating that manufacturers were using spirit or neutral alcohol as the primary base rather than producing beverages through maturation or from base materials such as molasses, malt or grapes, which naturally develop the characteristic flavour profiles of the respective alcoholic beverages.
FSSAI said such products are sub-standard when presented as standard categories of alcoholic beverages and stressed that their true nature must be prominently disclosed on the front of the pack.
At the same time, FSSAI clarified that the action does not represent the entire alcoholic beverages industry. Several manufacturers, it said, continue to produce standardised alcoholic beverages that comply with prescribed food safety standards.
