Remember those carefree college days, filled with secret parties and unforgettable “Tu mera bhai hai!” moments? Behind it all was a drink that became more than just a beverage—an emotion, an icon, a symbol of friendship.
This powerhouse, reigning over hearts for 70 years, nearly vanished from the market in the mid-2010s. But fate had other plans. With a remarkable 26% increase in exports from March 2023 to February 2024, it reclaimed its crown as the number one in its category.
Read on to relive the good ol’ days with India’s beloved national drink!
In Kasauli, Himachal Pradesh
It began in 1855 when a Scotsman, Edward Abraham Dyer (the father of Jallianwalla Bagh massacre-man Colonel Reginald Edward Dyer), spotted the demand for cheap beer among British soldiers and founded the Kasauli Brewery and Distillery.
The brewery changed hands, with H G Meakin acquiring it in 1937 and Narendra Nath Mohan two years after India’s independence in 1949. It became Mohan Meakin Breweries and expanded to Mohan Nagar, Ghaziabad.
Of Old Monk, the Legend
A trip to Europe sparked a legendary story. Ved Rattan Mohan, son of the renowned Mohan Meakin owner, was captivated by the serene Benedictine monks.
Their monastic traditions, dedication to quality, and commitment to creating unique and flavorful beverages, liqueurs, and herbal spirits left a lasting impression on him.
Mohan didn’t copy a specific recipe from a particular monastery but adapted the general principles of monastic brewing.
He experimented with flavors and ingredients, combining his newfound knowledge and his understanding of brewing techniques.
The result was a truly unique spirit. Old Monk, a rich rum aged for seven years and infused with caramel, vanilla, and spices, was introduced to India on December 19, 1954. It was a revelation, a taste of Europe brought to the heart of India. And so, a legendary spirit was born.
To Popularity
Old Monk quickly became the go-to choice! Its nearly 50% alcohol content appealed to the brave army and navy personnel.
Military canteens or college hostels, the value for money and smoothness had everyone swearing by the rum.
Every table found its staple in Old Monk, which became synonymous with Indian rum culture by the 1970s.
Ved Rattan Mohan passed away in 1973 (at the age of 45), and his brother, Retd Colonel Brig Kapil Mohan, became the face of Old Monk..
The Golden Age
Old Monk was the undisputed king in the Indian spirits market until 2002, leading the rum and branded spirits categories. Its closest rivals, Bagpiper whisky and McDowell’s Celebration Rum lagged—the latter by 2:1 in sales.
Foreign markets weren’t far behind. They lapped up the strong, affordable, and flavorful rum, especially in countries with a sizable Indian population.
Despite fierce competition from heavily marketed international brands, Old Monk maintained its reputation as a modest yet premium rum. Its popularity was so strong that its total retail value reached $240 million.
After Economic Liberalization
The 1990s brought economic liberalization and opened India’s liquor market to foreign brands like Bacardi, shaking up Old Monk’s supremacy.
Premium whiskies gained popularity, and McDowell introduced Celebration Rum, pricing it at just 20% more than the ‘buddhha sadhu.’ Who wouldn’t want a premium drink at a fraction of the cost?
As Celebration Rum edged out Old Monk by less than 1.5 million cases, it marked the beginning of Old Monk’s decline.
Radico Khaitan’s Contessa also overtook Old Monk as the top-selling brand at army canteens, a blow to Old Monk’s loyal customer base.
Takes the Lead
2010s saw Celebration Rum’s 11 million cases outsold Old Monk’s 3 million. Their profits plummeted from Rs 2.5 crore (2005) to a loss of Rs 20 crore (2014).
This decline was because Old Monk’ did not revamp its brand and distribution strategy and refused to form strategic partnerships.
For Old Monk Rum
Old Monk had a brief glimmer of hope in 2015 when it recorded a profit of Rs 3 crore. However, its financial woes persisted. The brand was on the brink of disappearing by 2017.
Kapil Mohan’s passing in 2018 marked the end of an era, but the love for Old Monk remained strong.
Under new leadership, Mohan Meakin revitalized the brand with innovative strategies. A ready-to-drink range in various flavors was introduced to compete with Bacardi Breezer and attract younger consumers.
To Taking the Control Back
Premium varieties like Old Monk Gold Reserve and Old Monk Supreme challenged international brands, were successfully launched demonstrating the brand’s enduring appeal.
Besides the new additions, a revamp in the distribution strategy renewed the interest in the brand.
Sales shot up to 8 million units in a year in 2020 when the company took control back from third-party distributors, improving Old Monk’s availability and visibility.
Lives on
Old Monk is special in our hearts and the country’s rum market. The company’s total income increased to ₹17 billion in FY2023 from ₹13 billion in the previous fiscal year.
It’s a $10.3 million export empire, with the US, UAE, and Kenya as its primary destinations among the 22 countries.
To answer Captain Jack Sparrow’s question, “Why’s the rum always gone?” because it’s Old Monk–a traditional, nostalgic, and emotional rum.
This monk has followers, not fans. Raise a toast because legends never die!
I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.
