Florida-based Arkay Beverages said its 'alcohol-free whisky' would be available from December 1, but the SWA said that whisky is, internationally, understood to be a distilled beverage made from cereals and aged in wooden barrels.
Arkay Beverages launched what it described as "the world's first alcohol-free, whisky-flavoured drink made with only certified Halal ingredients" two weeks ago.
The company said the product was designed for individuals, "who due to health or religious reasons cannot consume alcohol, people who simply choose not to drink or are concerned with the consequences of drinking and driving".
Claiming that Arkay's promotional claim, describing the product as whisky, was illegal under UK and European law, the SWA said that laws were in place to maintain the reputation of whisky as a quality product and to protect consumers.
An SWA spokeswoman told BeverageDaily.com that the association had not found the 'whisky' on sale anywhere in the UK as yet. "But we're monitoring the situation, and if it does appear on sale then we'll decide then what action to take," she said.
European legislation prohibits, with very limited exceptions, the name “whisky” from being used to describe or present in any way whatsoever any drink other than whisky," said Glen Barclay, SWA director of legal affairs.
He added: “Such promotion is taking advantage of the high quality reputation of the product that is whisky - which is a distilled spirit produced from natural ingredients - when it is in fact just a soft drink with artificial flavourings. Not only will consumers be confused but such a product unfairly trades on the reputation of genuine whisky.