Indian Whiskey Maker Misled Consumers on Labels

India's Food Safety and Standards Authority (FSSAI) has warned the distilling giant Diageo that it made a misleading claim that one of its best-selling whiskeys was "matured in American oak casks". However, a confidential notice reveals that the majority of the product did not undergo the maturing process.

The FSSAI added that while the label claims matured in casks, the second ingredient is given as a neutral grain spirit, and the majority of the product consists of un-matured distillate. According to the agency, the age claim must refer to the youngest spirit in the blend.

At the same time, it banned the sale of Royal Challenge and Antiquity Blue whiskeys from Diageo, as well as the Bagpiper Deluxe and Old Cask Deluxe XXX Rum brands from Inbrew, produced in the state of Madhya Pradesh. The reason is the use of artificial flavors instead of proper aging.

The agency also noted that the reference to "Scotch" on the label is vague and requires more precise specifications.

The local unit of United Spirits (Diageo India) confirmed to Reuters that it is working with the FSSAI to resolve labeling issues and adheres to the highest standards.

The Indian regulatory body is stepping up oversight of the $40 billion alcohol market, as well as food and beverage manufacturers, due to mislabeling. Royal Challenge whiskey is one of Diageo's best-selling products in India, with more than 4.5 million 9-liter cases sold annually.

(Reuters, Max)