Diageo to Rework Whisky and Rum Brands After FSSAI Red Flag

Diageo has announced plans to rework the formulation of some of its leading whisky and rum brands sold in India within the next three months, following a regulatory crackdown by the country's food safety regulator.

The company has engaged with the Food Safety and Standards Authority of India (FSSAI) over its updated guidelines and has taken measures to bring its products in line with the revised requirements. According to a Diageo spokesperson, "We have engaged with the FSSAI to align on the new guidelines proposed by them and have since taken appropriate measures to align our products fully with the revised requirements."

The regulatory crackdown earlier this month saw several whisky and rum brands made by Diageo and other companies barred in some states over alleged labelling violations and the use of flavours that regulators said did not conform to prescribed standards.

The Diageo products affected by the crackdown include Antiquity Blue and Royal Challenge whisky manufactured in Madhya Pradesh, and McDowell's No. 1 Celebration Matured XXX Rum produced in Maharashtra. Royal Challenge is among Diageo's largest-selling domestically produced whisky brands.

The changes to the formulation of Diageo's whisky and rum brands are expected to be implemented within the next three months. The company has not provided further details on the specific changes that will be made to its products.

## Affected Products

| Product | Location of Manufacture | | --- | --- | | Antiquity Blue Whisky | Madhya Pradesh | | Royal Challenge Whisky | Madhya Pradesh | | McDowell's No. 1 Celebration Matured XXX Rum | Maharashtra |

## Regulatory Crackdown

The regulatory crackdown by the FSSAI has raised concerns about the use of added flavouring substances in whisky and rum brands sold in India. The FSSAI has proposed new guidelines for the use of flavouring substances in food products, which Diageo and other companies must align with.

The company's decision to rework the formulation of its whisky and rum brands is a response to the regulatory crackdown and the need to comply with the revised requirements. The changes are expected to be implemented within the next three months, and the company has not provided further details on the specific changes that will be made to its products.