Deprecated: Creation of dynamic property InsertPostAds::$settings is deprecated in /home/icohol/public_html/wp-content/plugins/insert-post-ads/insert-post-ads.php on line 425

India’s food safety authority has prohibited the sale of certain well-known whiskey and rum brands from Diageo’s Indian arm and Inbrew Beverages due to the use of artificial flavorings instead of traditional methods to enhance taste and aroma.

With an estimated annual revenue of around $40 billion (approximately R660 billion), India ranks among the world’s largest alcohol markets. Diageo leads the market, competing against brands like Pernod Ricard.

The banned products include more affordable locally produced spirits when compared to imported options. The Food Safety and Standards Authority of India (FSSAI) allows the incorporation of natural flavoring substances in alcoholic beverages. However, testing revealed that some distilleries were adding innate flavors, such as rum flavor to rum.

The FSSAI stated, "There is no internationally recognized manufacturing practice whereby rum flavor is added to rum or whiskey flavor is added to whiskey." Such practices could potentially allow companies to eliminate the aging process or the necessity of natural ingredients such as molasses, malt, or grapes.

Specific brands affected by this ruling include Diageo’s United Spirits, featuring Antiquity Blue Whisky and Royal Challenge Whisky, along with Inbrew’s Bagpiper Deluxe Whisky and Old Cask Deluxe XXX Rum. The ban also extends to Old Monk rum, a renowned and historically significant brand produced by Mohan Rocky Springwater.

Responses from Diageo India, Inbrew, and Mohan Rocky Springwater to requests for comments were not forthcoming. The FSSAI’s findings categorized these products as "sub-standard due to the presence of external artificial or nature-identical flavors."

Two senior executives from the industry expressed concern over the orders, suggesting that the flavor addition complied with Indian regulations, though they asked to remain anonymous due to the sensitivity of the issue. It remains unclear if the ban affects these brands produced in other facilities across the country or is limited to a select few states, as the FSSAI did not answer inquiries on this matter.

This regulatory action follows a broader trend of heightened scrutiny in the food and beverage industry by the FSSAI, which has also directed manufacturers of high-caffeine beverages to cease labeling their products as "energy drinks.