Action follows viral social media video of ‘Super Strong 7 Hills’ beer can; seller removed from service and blacklisting initiated
Published on: March 09, 2026
By: BTNI
Location: Rajnandgaon, India
The Chhattisgarh Excise Department carried out a verification drive at a premium foreign liquor shop in Rajnandgaon after a video related to a beer can went viral on social media.
According to information provided by In-charge Assistant Excise Commissioner Abhishek Tiwari, an excise sub-inspector conducted a physical verification of liquor stock stored at the premium foreign liquor outlet following the circulation of a video involving a Super Strong 7 Hills 500 ml beer can.
As per the report submitted by the shop authorities, the beer can in question had a manufacturing date of October 15, 2025, and a validity date of April 13, 2026. However, despite clear instructions not to sell the Super Strong 7 Hills 500 ml beer cans, the product was allegedly sold by the shop staff.
Taking serious note of the violation, the department has initiated action against the main salesperson Kailash Devangan, who is being removed from service and is also facing blacklisting proceedings.
The excise department also issued a show-cause notice to the manager of Rajdeep Enterprises for failing to comply with the department’s directive prohibiting the sale of the beer. Officials stated that the manager had been specifically instructed not to sell the product, and ignoring these instructions reflects serious negligence. If the explanation submitted by the firm is found unsatisfactory, the matter will be forwarded to higher authorities for further action.
Officials said the controversy emerged after reports surfaced that the label and wrapper on the Super Strong 7 Hills 500 ml beer can had been removed, revealing printing of another brand, Golden Pride Premium Lager Beer, underneath.
This issue had earlier been brought to the notice of the Excise Commissioner by officials of the Chhattisgarh State Beverages Corporation Limited (CSBCL) warehouses in Bilaspur and Durg, along with the Assistant Excise Commissioner in Raigarh and the District Excise Officer of Surajpur.
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Following the findings in November 2025 that removing the label and wrapper from the Super Strong 7 Hills beer can revealed another brand’s printing, the Office of the Excise Commissioner in Nava Raipur directed that the product manufactured by Michael Breweries Private Limited be prohibited from sale until further orders.
Subsequently, the Excise Commissioner issued a show-cause notice to the manufacturer for violating provisions of the Chhattisgarh Foreign Liquor Rules, 1996 and conditions under the foreign liquor rate offer policy.
After reviewing the company’s response, the Excise Commissioner of Raipur found the explanation unsatisfactory and confirmed violations of the applicable rules. As per an order dated February 4, 2026, the manufacturer was fined ₹1 lakh, along with an additional ₹50,000 penalty for violation of Rule 9 of the Chhattisgarh Foreign Liquor Rules, 1996.
Authorities have also directed that all unsold cartons of Super Strong 7 Hills 500 ml beer stored in CSBCL warehouses be returned to the manufacturer. The product has been banned from sale in all liquor shops across the state.
