The Food Safety and Standards Authority of India (FSSAI) recently announced a ban on certain flavored versions of Old Monk, Bagpiper and Royal Challenge. The decision targets products that list artificial flavors as “real” or “natural,” which misleads consumers.

According to FSSAI, the flagged variants – Old Monk’s “Coffee Age” and “Vanilla Age,” Bagpiper’s “Classic Age” (artificial), and Royal Challenge’s “Spiced Age” – contain non‑natural additives while being marketed as authentic. This deceptive labeling can encourage higher alcohol consumption, especially among younger demographics.

Effective immediately, the sale, distribution, and advertising of these specific variants are prohibited across India. Manufacturers are required to remove all promotional material that suggests natural flavor origins.

Historical Background

In recent years, the Indian liquor market has seen a surge in flavored variants, often branded with appealing names like “Fruit,” “Spiced,” or “Dessert.” While FSSAI issued warnings in 2022, comprehensive enforcement has only now been implemented.

Why This Matters

BozokMedia analysis shows that this crackdown not only enhances consumer safety but also drives greater transparency within the industry. By forcing brands to disclose true ingredient lists, confidence in the market is expected to improve.

"Labeling artificial flavors as natural is a clear consumer deception; curbing it is essential," says food‑regulation expert Dr. Anita Sharma.

Brand	Banned Variant	Reason
Old Monk	Coffee Age, Vanilla Age	Artificial flavor
Bagpiper	Classic Age (Artificial)	Misleading labeling
Royal Challenge	Spiced Age	Fake flavor claim

Frequently Asked Questions

Q1: Is the entire Old Monk range banned?
A: No, only the variants that contain artificial flavors are prohibited.

Q2: Can manufacturers launch new variants after this ban?
A: Yes, provided they use genuine ingredients and transparent labeling.