The Supreme Court has raised serious concerns regarding liquor packaging that mimics juice boxes, highlighting the potential for children to easily carry alcohol to school. Justices expressed dismay at state governments permitting such deceptive packaging, suggesting that revenue generation appears to be prioritized over public health and safety. The Court pointed out that these tetra packs lack prominent health warnings and do not clearly identify their contents as alcoholic beverages.
This issue emerged during a prolonged trademark dispute between two major whisky brands, Officer’s Choice and Original Choice. The brands, with combined sales exceeding ₹60,000 crore over two decades, have been locked in litigation over alleged similarities in their packaging, including color schemes, label layouts, and the prominent use of the word “CHOICE.” The Court acknowledged the brands’ long coexistence but urged them to consider modifying their packaging to prevent consumer confusion and mitigate risks associated with the appearance of the products. Both companies have agreed to explore potential design modifications.