Associated Alcohols & Breweries Ltd said the Food Safety and Standards Authority of India (FSSAI) has prohibited the sale of one of its whiskey and rum brands over alleged non-compliance with labelling norms, prompting the liquor maker to move the High Court challenging the regulatory action.
The company, in a regulatory filing on Thursday, said it received a communication dated July 29, 2026 from FSSAI’s Mumbai regional office directing the prohibition on the sale of the products. The regulator has alleged that the declaration of “artificial flavour” on the labels is not in conformity with the Food Safety and Standards Act, 2006 and the rules framed thereunder.
Associated Alcohols said its legal counsel has advised that the labelling on the products is consistent with long-standing industry practice and complies with the applicable legal provisions. The company described the regulatory action as “unjustified” and said it is approaching the High Court for immediate relief.
The company also said similar actions have recently been initiated by FSSAI across the country. According to the filing, industry bodies, including the Confederation of Indian Alcoholic Beverage Companies (CIABC) and the International Spirits & Wines Association of India (ISWAI), have taken up the issue with the regulator, arguing that the labelling practice follows established IMFL nomenclature and is in line with the Food Safety and Standards (Labelling and Display) Regulations, 2020 governing permitted flavouring substances.
“The Company remains committed to maintaining the highest standards of quality, product safety and regulatory compliance,” the company said in a statement before the exchange filing.
