United Spirits and Associated Alcohol & Breweries have approached different High Courts against FSSAI notices alleging the use of flavours that mimic the natural profile of alcoholic beverages, with the industry maintaining that existing practices comply with current regulations.

Key Highlights

• United Spirits moves Bombay High Court.
• Associated Alcohol approaches Madhya Pradesh High Court.
• FSSAI questioned flavour use in alcoholic beverages.
• Industry bodies also taking up the issue with the regulator.
• Companies claim compliance with existing food safety regulations.

Leading alcoholic beverage manufacturers United Spirits Ltd (USL) and Associated Alcohol & Breweries have challenged notices issued by the Food Safety and Standards Authority of India (FSSAI), escalating a regulatory dispute over the use of flavouring substances in alcoholic beverages.

United Spirits, a subsidiary of global spirits major Diageo, has filed a writ petition before the Bombay High Court challenging an FSSAI order issued on June 29, 2026, relating to products manufactured at its Baramati facility. Meanwhile, Associated Alcohol & Breweries has approached the Madhya Pradesh High Court against a similar notice issued by the food regulator.

The dispute centres around FSSAI’s allegation that certain manufacturers used flavours that replicate the natural profile of alcoholic beverages, such as adding whisky flavour to whisky or rum flavour to rum. According to the regulator, such practices violate provisions of the Food Safety and Standards (Alcoholic Beverages) Regulations, 2018.

FSSAI has clarified that while flavouring substances are generally permitted, the addition of flavours that imitate the beverage’s own natural profile is not allowed under the current regulations. The regulator has issued notices to multiple manufacturing units, including facilities producing brands such as McDowell’s No.1 Rum, Antiquity Blue Whisky, Royal Challenge Whisky and Bagpiper Deluxe Whisky.

United Spirits has maintained that its product labels and manufacturing practices fully comply with the applicable legal and regulatory framework in India. Based on legal advice, the company believes its declarations are consistent with long-standing industry practices and has therefore challenged the regulator’s order before the court.

The matter is also being discussed between FSSAI and industry bodies, including the Confederation of Indian Alcoholic Beverage Companies (CIABC) and the International Spirits & Wines Association of India (ISWAI), as stakeholders seek greater regulatory clarity.

The legal proceedings are expected to determine how flavour regulations will be interpreted and implemented across India’s alcoholic beverage industry.