Popular liquor brands in India, including Old Monk, Royal Challenge, Bagpiper, Antiquity Blue and McDowell's No.1 Rum, are facing regulatory scrutiny after the Food Safety and Standards Authority of India (FSSAI) directed that the sale of certain variants be stopped over concerns related to flavouring substances.
The move has prompted questions about whether these brands have been banned entirely and what the action means for consumers.
However, the regulatory action does not apply to the brands as a whole. It is limited to specific variants that FSSAI says do not comply with prescribed food safety standards.
Here's what happened and the story behind Old Monk, one of India's most iconic rum brands.
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What Is Happening?
FSSAI directed that the sale of specific variants of Old Monk and several other liquor brands be stopped after finding they contained flavouring substances that did not comply with prescribed standards.
According to the regulator, some alcoholic beverages contained artificial or "nature identical" flavouring substances that resulted in them being classified as "sub-standard" under food safety regulations.
The affected products include selected variants of Old Monk, Bagpiper, Royal Challenge, Antiquity Blue and McDowell's No.1 Rum.
FSSAI has said there is no internationally recognised manufacturing practice in which rum flavour is added to rum or whisky flavour is added to whisky, arguing that such flavouring can imitate the characteristics of naturally matured spirits.
Some liquor companies have disputed the regulator's interpretation. United Spirits, which owns brands including Royal Challenge, McDowell's and Antiquity Blue, has said its product labels comply with existing laws and that it is pursuing legal remedies.
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Is Old Monk Completely Banned In India?
No, Old Monk has not been banned in India.
The FSSAI action applies only to the specific variants mentioned in the regulator's order and does not affect the entire Old Monk product range.
The affected variants may remain unavailable while the regulatory action remains in force and until compliance-related issues are addressed.
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How Will This Affect Consumers?
For consumers, the immediate impact is limited to the affected variants.
People looking for those specific products may not find them on store shelves while the regulatory action is in effect.
The order should not be interpreted as a ban on the Old Monk brand or other liquor brands as a whole.
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Old Monk’s Journey: From Its Origins To A Changing Market
Old Monk's story traces back to 1885, when Scottish entrepreneur Edward Abraham Dyer established a brewery in Kasauli, Himachal Pradesh.
Over the decades, ownership changed and the business eventually became part of Mohan Meakin, one of India's oldest brewing and distilling companies.
After Independence, Mohan Meakin became an Indian-owned company.
In 1954, the company launched Old Monk, a dark rum that would go on to become one of India's most recognisable liquor brands.
The name "Old Monk" is believed to have been inspired by European monastic traditions associated with brewing and liqueur-making.
Old Monk XXX Rum became known for its distinctive taste, dark colour, traditional ageing process and 42.8% alcohol content.
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How Old Monk Became Famous Without Advertising
One of Old Monk's most remarkable success stories was its marketing approach.
Unlike many consumer brands, Old Monk grew largely without conventional advertising.
Its popularity spread through word of mouth, loyal customers and a strong brand identity built around affordability and a distinctive flavour profile.
Over the years, it also developed a loyal following among India's armed forces, contributing to its cult status across generations.
When Old Monk Faced Market Challenges
Despite its popularity, Old Monk eventually faced growing competition in India's liquor market.
Brands such as McDowell's Celebration Rum expanded their presence, while changing consumer preferences shifted demand towards whisky, premium spirits and ready-to-drink beverages.
In 2018, Old Monk introduced ready-to-drink variants in flavours including cranberry, cola, mojito and orange in an attempt to attract younger consumers.
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Can These Variants Return to Shelves?
The future of the affected Old Monk variants depends on how the company responds to FSSAI’s concerns and whether the products meet the required regulatory standards.
For a brand that has remained a recognised name in India’s liquor market for decades, the latest FSSAI action marks another significant moment in its long journey.
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TL;DR | News At Glance
What happened to Old Monk?
FSSAI directed that the sale of three Old Monk variants be stopped over flavouring-related concerns.
Is Old Monk banned completely?
No. The action applies only to specific variants and not the entire brand.
Why did FSSAI take action?
The regulator said certain alcoholic beverages contained flavouring substances that did not comply with prescribed food safety standards.
Which other brands are affected?
Selected variants of Bagpiper, Royal Challenge, Antiquity Blue and McDowell's No.1 Rum are also covered by the regulatory action.
When was Old Monk launched?
Mohan Meakin launched Old Monk in 1954.
Why did Old Monk become popular?
The brand built a loyal following through word of mouth, affordability, distinctive taste and strong brand identity rather than conventional advertising.
What happens next?
The affected variants will remain subject to regulatory action until compliance issues are resolved, while some companies continue to challenge aspects of FSSAI's interpretation through legal proceedings.
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