No Indian bar counter is quite complete without Old Monk, a dark rum that has attained nothing less than cultural icon status. Its loyal following isn’t easily discounted, the product’s appeal is in its consistency.
Ever since its launch more than 70 years ago, Old Monk has changed little in flavor or packaging, thus establishing itself as a familiar fixture in Indian households and even far beyond.
The Man Behind the Legend
What adds to the interest of Old Monk’s tale is that the person responsible for bringing it to international renown, Kapil Mohan, himself never consumed alcohol. A teetotaller who drank tea instead, he succeeded his brother Ved Ratan Mohan, the founding father of Old Monk after his demise.
Kapil, a retired army officer, began in 1973 and guided the brand towards national and international success. Old Monk was the world’s best-selling dark rum by 2000.
From British Roots to Desi Pride
Mohan Meakin Limited, the brewer of Old Monk, was founded in colonial India. It started as a distillery in 1885 in Chamoli, Himachal Pradesh, by the father of the infamous British officer General Dyer.
Post-independence, Kapil’s father, MN Mohan, purchased the British-owned firm and imparted an Indian identity to it. With Indian leadership, Old Monk broke new records, selling as many as 8 million bottles a day at one time.
A slump followed, however, when Rakesh Mohan, Kapil’s nephew, sold the Lucknow plant to businessman Ponty Chadha, which allegedly had a bearing on production and distribution.
A Marketing Mystery
In a time of forceful branding, Old Monk was different. “I would like it to speak for itself and be marketed by word of mouth,” Kapil Mohan used to say. In about 2012, he consciously gave up advertising the product, feeling its quality would take it through.
Bizarrely, a rumor that the brand would discontinue once started doing the rounds in social media, triggering fear in fans. Some thought it was a marketing gimmick, but in reality, it was based on the shift in promotional approach. The company later confirmed that Old Monk was not going anywhere.
The Name and Its Allure
The ‘Old Monk’ name further adds to the mystique. Though its true origins are unknown, one theory connects it to the barrels monks used to age liquor. Another theory attributes the name to the rum’s shrewd, mature personality. Such uncertainty only adds to the mystique of the brand.
Consistency Is Key
Ever since its official release in 1954, Old Monk’s iconic seven-year-old XXX rum has held the number one position in sales. The company released later versions such as Supreme and Gold Reserve up to 12-year-old ageing but the original is the brand favourite. Its chocolate-brown colour, distinctive bottle shape, and unchanged label have made it an instant icon for generations.
Loved Worldwide
Old Monk’s popularity isn’t restricted to India. The rum is dear to the hearts of more than 50 nations, from the USA to the UK, Russia, Japan, Germany, Kenya, and the UAE. Most of its loyal fans label it as the smoothest rum they have ever had. One reason for its staying power? “It hardly ever makes you hangover,” is what they say repeatedly turning it into a drink that people keep coming back to.
