Old Monk to drop ‘7 years old blended’ claim from labels after FSSAI objection
Mohan Rocky Springwater told the Bombay High Court it will remove the claim from Old Monk labels and seek urgent excise approval for revised packaging, following FSSAI objections to its rum-flavoured-spirit labelling.
What happened
Old Monk maker Mohan Rocky Springwater told the Bombay High Court it will remove the '7 years old blended' claim after FSSAI objections. The regulator requires
Key facts
- '7 years old blended' label claim to be removed
- ₹1 crore per day reported losses
- 120 days of sales ban
- FSSAI Alcoholic Beverages Regulations, 2018
Why this matters
The episode underscores alcohol-label diligence as a transaction risk, with ageing, blend and category claims requiring market-by-market regulatory validation.
What to watch
- Timing of excise approval for revised Old Monk labels across key states.
- Duration and geographic spread of Old Monk stock-outs or shipment interruptions.
- Any court order, FSSAI clarification, or enforcement action defining permissible age and blend claims for rum-flavoured spirits.
- Changes in shelf facings, distributor orders, and promotional activity by competing dark-rum and value-spirits brands.
- Consumer and retailer response to the revised pack, including evidence of confusion or reduced premium perception.
- File and accelerate revised-label approvals with excise authorities in major Old Monk markets.
- Deploy transition inventory rules and retailer communication to prevent compliant stock from being mistaken for delisted product.
- Reframe brand messaging around heritage, taste profile, and consumer trust rather than the removed ageing claim.
- Use promotions, distributor incentives, and outlet-level availability monitoring to reclaim shelf space after relaunch.
- Audit all pack claims, advertisements, and point-of-sale material for FSSAI and state-excise exposure.
Also reported by
- Mint · Companies — Same time