Diageo to reformulate whisky and rum brands in India

Diageo has agreed to reformulate several of its popular whisky and rum brands in India following a regulatory crackdown by the Food Safety and Standards Authority of India (FSSAI). The agreement comes after the regulator banned certain products in several states, alleging the improper addition of flavors—such as adding rum flavor to rum—and mislabeling.

Under the new understanding, Diageo will remove the disputed flavoring ingredients and implement revised formulations across its Indian manufacturing operations. The company is also expected to update product labels to ensure compliance. This move is expected to lead to the lifting of existing bans on the affected brands.

The brands involved include McDowell’s No. 1 Celebration Matured XXX Rum, as well as Antiquity Blue and Royal Challenge whiskies. By opting for reformulation, Diageo avoids a prolonged legal dispute following its recent challenge to the ban in the Bombay High Court. India remains a critical market for the company through its subsidiary, United Spirits Ltd.