The Food Safety and Standards Authority of India (FSSAI) has issued a notice to manufacturers of alcoholic beverages for making misleading age-related claims on their products. The regulator stated that certain producers are blending added flavours that mimic a product's natural profile, particularly in rum, brandy, gin, malt/grain whisky, wine, and beer.
Details of the Notice
According to the FSSAI, these practices mislead consumers regarding the age and quality of the beverages. The notice specifically calls out the use of artificial or added flavours that imitate the natural characteristics expected in aged spirits. This includes flavours that suggest a product is older or more premium than it actually is.
The regulator warned that such actions violate the Food Safety and Standards Act, 2006, and its associated regulations. Manufacturers have been asked to immediately cease any misleading claims and ensure compliance with labelling standards.
Impact on Consumers and Industry
Misleading age claims can deceive consumers into paying higher prices for products that do not meet the implied quality standards. The FSSAI emphasized that transparency in labelling is essential for informed consumer choice. The notice also highlights the need for stricter oversight in the alcoholic beverage sector, which has seen growing demand in India.
Industry experts suggest that this move could lead to more rigorous testing and certification processes for age claims. Manufacturers may need to adjust their marketing strategies to avoid penalties, which can include fines or product recalls.
Regulatory Background
The FSSAI has been increasingly active in regulating food and beverage claims. Earlier in 2026, the authority issued guidelines on health claims and nutritional labelling. This latest notice aligns with efforts to curb deceptive practices and protect consumer rights. The regulator has given manufacturers a specific timeline to respond and rectify any non-compliance.
As the FSSAI continues to tighten rules, the alcoholic beverage industry is expected to face greater scrutiny over product authenticity and marketing accuracy.
