The original order prohibited the sale of McDowell's No. 1 Rum manufactured at the Baramati unit. FSSAI had taken the action following laboratory findings concerning the use of external artificial or nature-identical flavours in the product.

FSSAI had clarified that its action did not constitute a general prohibition on flavouring substances in alcoholic beverages. The regulator's concern was specifically the addition of flavours identical to those associated with the standardised alcoholic beverage, such as rum flavour in rum or whisky flavour in whisky, which it said could mislead consumers about the true nature of the product.

United Spirits had challenged the 29 June order before the Bombay High Court through a writ petition filed on 1 August 2026. The company had said the declarations on the product labels complied with the applicable regulatory framework and were consistent with long-standing industry practice.

Following the revocation, FSSAI's 29 June order, which was the subject matter of the company's writ petition, stands revoked.

United is one of the leading beverage alcohol companies in India.

On a consolidated basis, United Spirits' net profit rose 11.03% to Rs 463 crore while net sales declined 10.36% to Rs 2708 crore in Q1 June 2026 over Q1 June 2025.