FSSAI issues notices to liquor brands over added flavours, misleading age claims
Synopsis
India's food regulator has simultaneously moved against spirits makers for spiking drinks with flavours and faking age credentials, and against six energy drink giants — including Red Bull and PepsiCo — for marketing products under a category the FSSAI has never legally recognised. The dual crackdown is the sharpest signal yet that labelling compliance across India's entire beverages sector is now under the microscope.
Key Takeaways
FSSAI issued notices to alcoholic beverage manufacturers on 9 July for adding flavours to spirits and using misleading age-related claims on labels.
Affected categories include rum, brandy, whisky, gin, wine, and beer ; brands must explain why action should not be taken against them.
Under regulations, any age declared on a label must refer strictly to the youngest spirit in the blend .
The Food Safety and Standards (Alcoholic Beverages) First Amendment Regulations now mandate statutory warnings in a square-shaped box on packaging.
Six energy drink brands — including Red Bull , PepsiCo 's Sting and Adrenaline Rush, Monster Energy , Hell Energy , and Campa Energy Drink – Gold Boost — were separately served notices for misbranding.
FSSAI confirmed it has not notified any standard for 'energy drink' as a product category under the FSS Act, 2006 .
The Food Safety and Standards Authority of India (FSSAI) has issued notices to alcoholic beverage manufacturers for alleged non-compliance with regulations governing added flavours and age-related claims on spirits, directing them to explain why regulatory action should not be initiated against them. The crackdown, reported on 9 July, targets brands across categories including rum, brandy, whisky, gin, wine, and beer.
What the Violations Involve
The regulator found that certain brands were directly incorporating flavours into their products — a practice that contravenes rules requiring these beverages to carry only their true, natural characteristic taste and aroma. Additionally, manufacturers have reportedly been using deceptive wording and indirect expressions to suggest age on product labels without meeting the regulatory standard.
Under current rules, any declared age on a label must strictly refer to the youngest spirit used in the blend. The FSSAI has flagged that several brands are circumventing this requirement through indirect language, potentially misleading consumers about the maturity of their products.
New Amendment Regulations in Force
The notices follow the FSSAI's recent implementation of the Food Safety and Standards (Alcoholic Beverages) First Amendment Regulations, which introduced clearer compliance guidelines for India's liquor sector. Among the key mandates is the requirement for statutory warnings to be displayed in a specific square-shaped box format on packaging — a rule that tightens labelling standards across the board.
The food business operators (FBOs) involved have been asked to submit formal explanations, marking the first step in what could escalate into enforcement proceedings if responses are found unsatisfactory.
Energy Drink Brands Also in the Crosshairs
In a parallel action, the FSSAI served notices to six major beverage brands for allegedly misbranding non-alcoholic products as 'energy drinks' — a category the regulator says it has never officially notified. The brands named include Red Bull Energy Drink, PepsiCo's Adrenaline Rush Energy Drink and Sting Energy Drink, Reliance Consumer Products' Campa Energy Drink – Gold Boost, Coca-Cola-backed Monster Energy, and Hell Energy.
The FSSAI stated it has 'not notified any standard for "energy drink" or similar products,' yet these brands have continued to market their beverages using such descriptors on packaging, labelling, and e-commerce platforms.
Functional Claims Under Scrutiny
The regulator specifically called out therapeutic and functional claims appearing on these products. According to the FSSAI, phrases such as 'vitalises body and mind', 'enhancing focus', 'boost energy levels', and 'aid in general weakness' are not permissible under the Food Safety and Standards (FSS) Act, 2006, and the rules framed thereunder.
The notices were issued on grounds of misbranding and misleading claims. Taken together, the dual crackdown — on spirits and energy drinks — signals a broader push by the FSSAI to enforce labelling integrity across the beverages sector. How the named brands respond to these notices will determine whether the matter proceeds to formal penalties.
Point of View
Making functional claims that would not pass muster for any notified food category. The FSSAI's own admission that no 'energy drink' standard exists raises a harder question — why has it taken this long to act, given that these products have been on shelves and e-commerce platforms for over a decade? On the spirits side, the age-claim crackdown could reshape premium whisky marketing in India, where 'aged' descriptors carry significant pricing power. Enforcement, not just notices, will determine whether this is a genuine reset or regulatory theatre.
NationPress
9 Jul 2026
Frequently Asked Questions
Why has FSSAI issued notices to liquor manufacturers?
FSSAI issued notices to alcoholic beverage manufacturers for two violations: directly adding flavours to spirits such as rum, brandy, and whisky — which must carry only their natural taste and aroma — and using indirect or deceptive language to suggest age on labels without meeting the regulatory requirement that any declared age must refer to the youngest spirit in the blend.
What are the new rules under the Alcoholic Beverages First Amendment Regulations?
The Food Safety and Standards (Alcoholic Beverages) First Amendment Regulations introduce clearer compliance guidelines for India's liquor sector, including a mandatory statutory warning that must be displayed in a specific square-shaped box format on product packaging.
Which energy drink brands received FSSAI notices and why?
Six brands received notices: Red Bull Energy Drink, PepsiCo's Adrenaline Rush and Sting Energy Drink, Reliance Consumer Products' Campa Energy Drink – Gold Boost, Coca-Cola-backed Monster Energy, and Hell Energy. The FSSAI said it has never notified a standard for 'energy drink' as a category, yet these brands have used the descriptor on packaging, labels, and e-commerce platforms, along with functional claims not permitted under the FSS Act, 2006.
What kind of claims are not allowed on food and beverage products under FSSAI rules?
Functional or therapeutic claims — such as 'vitalises body and mind', 'enhancing focus', 'boost energy levels', or 'aid in general weakness' — are not permissible for food products under the Food Safety and Standards Act, 2006, and the regulations made under it.
What happens next after these FSSAI notices?
The food business operators who received notices must submit formal explanations as to why regulatory action should not be initiated against them. If their responses are found unsatisfactory, the FSSAI can escalate to formal enforcement proceedings, which may include penalties under the FSS Act, 2006.
