# FSSAI Targets Liquor Manufacturers Over Added Flavours in Whiskey and Rum

> The Food Safety and Standards Authority of India (FSSAI) has issued notices to liquor brands regarding the use of synthetic flavours in spirits like whiskey, rum, and beer. The regulator is also investigating misleading claims about product aging on labels.

**Type:** article · **Category:** Investigations · **Published:** 2026-07-12 · **Source:** TrendKia
**Canonical:** https://trendkia.com/en/investigations/sharaba-nirmataon-para-fssai-ka-shiknja-vhiski-aura-rama-men-phlevara-milane-para-jari-hue-notisa-6959 · **Language:** English
**Tags:** Liquor, FSSAI, Whiskey, Food-Safety, Market-Trends

The Food Safety and Standards Authority of India (FSSAI) has initiated a significant crackdown on alcohol manufacturers, issuing formal notices to several companies concerning the alleged use of added flavoring agents in alcoholic products. The scope of this regulatory action includes popular spirits such as whiskey, rum, brandy, gin, wine, and beer. According to the regulator, these additives are being used to enhance or mimic natural tastes and aromas, a practice that potentially conflicts with established regulations requiring these beverages to retain their authentic, original flavor profiles.

## The Evolution of India's Drinking Culture
Market trends in India are shifting rapidly, driven by higher disposable incomes and a growing appetite for premium, flavor-led beverages. Data from IWSR indicates that approximately 73% of Gen Z adults globally consumed alcohol in 2025, a notable increase from 66% just two years prior. Within India, both Gen Z and millennial demographics are increasingly selecting drinks based on taste profiles and overall consumption experiences. This shift has prompted brands to launch innovative variants, including mango, jamun, and thandai-flavored vodkas, designed specifically to appeal to younger consumers. Simultaneously, the influence of the Korean Wave has fueled a surge in the popularity of soju. Brands like So Good Soju and international names such as Jinro Chamisul are expanding their footprint in India with fruit-flavored, low-alcohol options. Ready-to-drink beverages, including premixed cocktails and hard seltzers, are also witnessing an 11% year-on-year growth as consumers prioritize convenience for social gatherings.

## Why Regulatory Action Was Initiated
The FSSAI asserts that certain liquor companies may be non-compliant with the Food Safety and Standards (Alcoholic Beverages) Regulations, 2018. Beyond the issue of unauthorized flavoring, the regulator has raised concerns regarding misleading claims about product age and inconsistencies in blend-age disclosures on labels. FSSAI officials argue that such practices can misguide consumers regarding the maturity and characteristics of the liquor they are purchasing. The companies in question have been asked to provide an explanation for their manufacturing practices and justify why legal action should not be pursued under the Food Safety and Standards Act, 2006. Conversely, the Confederation of Indian Alcoholic Beverage Companies (CIABC) maintains that its member companies strictly adhere to all prescribed FSSAI standards and guidelines.

## Economic Impact and Regulatory Complexity
The Indian alcohol industry is a massive consumer sector, estimated to be worth ₹5.3 lakh crore in 2025. It contributes nearly 2% to India's nominal GDP and is projected to expand further. The International Spirits and Wines Association of India (ISWAI) estimates that the market could reach ₹6.21 lakh crore over the next five years, establishing India as the world's fifth-largest contributor to alcohol market revenues. This sector is also a critical pillar for government finances, accounting for 7.7% of total tax collections and 24.6% of states' own tax revenues, while supporting over 80 lakh jobs. However, the regulatory landscape remains fragmented. India lacks a uniform national law for alcohol, with excise policies determined by individual states. This leads to stark differences in taxation and availability, ranging from total prohibition in states like Gujarat, Bihar, Nagaland, and Mizoram to high-tax states like Karnataka, where levies can reach 83% of the MRP. With Goa and Haryana offering significantly lower tax rates, the market is highly varied. For now, the current FSSAI notices serve as a call for compliance, and the final outcome could dictate future standards for how premium alcoholic beverages are manufactured, labeled, and marketed across the country.

## What this means for you
**Across India:** If you regularly purchase premium or flavored alcoholic beverages, you may notice changes in labeling or product availability as regulators enforce stricter compliance regarding flavor and aging disclosures.

## Questions & Answers

### 1. Why has the FSSAI sent notices to liquor companies?
The FSSAI has issued notices over the use of synthetic flavoring agents in spirits like whiskey and rum, as well as concerns regarding misleading age-related claims on product labels.

### 2. What is the role of states in alcohol regulation?
Alcohol is a state-subject in India, meaning each state determines its own excise laws, tax rates, and availability policies.

### 3. How large is the Indian alcohol market?
The Indian alcohol industry had an estimated value of ₹5.3 lakh crore in 2025, contributing approximately 2% to the national nominal GDP.

### 4. Will these notices lead to a ban on alcohol?
No, these are compliance notices requiring companies to explain their practices. The regulator may ask for label or marketing adjustments if satisfied.

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