{"id":45911,"date":"2024-09-28T06:48:00","date_gmt":"2024-09-28T01:18:00","guid":{"rendered":"https:\/\/www.equentis.com\/blog\/?p=45911"},"modified":"2024-09-27T17:31:17","modified_gmt":"2024-09-27T12:01:17","slug":"old-monk-rum-from-near-shutdown-to-a-10-3-million-export-empire-without-any-advertising","status":"publish","type":"post","link":"https:\/\/www.equentis.com\/blog\/old-monk-rum-from-near-shutdown-to-a-10-3-million-export-empire-without-any-advertising\/","title":{"rendered":"Old Monk Rum: From Near Shutdown to a $10.3 million Export Empire, Without Any Advertising!"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div>\n<p><\/p>\n\n\n\n<p>Remember those carefree college days, filled with secret parties and unforgettable \u201c<em>Tu<\/em> <em>mera<\/em> <em>bhai<\/em> <em>hai!<\/em>\u201d moments? Behind it all was a drink that became more than just a beverage\u2014an emotion, an icon, a symbol of friendship.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Read on to relive the good ol&#8217; days with India\u2019s beloved national drink!<\/h3>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block Cool-Content-Timeline\"><div class=\"cool-timeline-block-ec1e52ad-f0b4-4e93-8286-fdf10fdfdffb\"><style>.cool-timeline-block-ec1e52ad-f0b4-4e93-8286-fdf10fdfdffb .cool-vertical-timeline-body{--ctlb-head-font-size: 20px;--ctlb-sub-head-font-size: 16px;}<\/style><div class=\"cool-vertical-timeline-body ctlb-wrapper both-sided left\"><div class=\"cool-timeline-block-list\">\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-02.jpg\" alt=\"\" class=\"wp-image-45950\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-02.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-02-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-02-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-02-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>In Kasauli, Himachal Pradesh<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">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.<br>&nbsp;<br>The brewery changed hands, with H G Meakin acquiring it in 1937 and Narendra Nath Mohan two years after India&#8217;s independence in 1949. It became Mohan Meakin Breweries and expanded to Mohan Nagar, Ghaziabad.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-03.jpg\" alt=\"\" class=\"wp-image-45949\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-03.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-03-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-03-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-03-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Of Old Monk, the Legend<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">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. <br><br>Their monastic traditions, dedication to quality, and commitment to creating unique and flavorful beverages, liqueurs, and herbal spirits left a lasting impression on him.<br><br>Mohan didn&#8217;t copy a specific recipe from a particular monastery but adapted the general principles of monastic brewing. <br><br>He experimented with flavors and ingredients, combining his newfound knowledge and his understanding of brewing techniques. <br><br>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<a>.<\/a> <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-04-1.jpg\" alt=\"\" class=\"wp-image-45968\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-04-1.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-04-1-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-04-1-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-04-1-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>To Popularity<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Old Monk quickly became the go-to choice! Its nearly 50% alcohol content appealed to the brave army and navy personnel. <br><br>Military canteens or college hostels, the value for money and smoothness had everyone swearing by the rum.<br>&nbsp;<br>Every table found its staple in Old Monk, which became synonymous with Indian rum culture by the 1970s.<br>&nbsp;<br>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..<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-05.jpg\" alt=\"\" class=\"wp-image-45946\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-05.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-05-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-05-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-05-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>The Golden Age<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">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&#8217;s Celebration Rum lagged\u2014the latter by 2:1 in sales.<br>&nbsp;<br>Foreign markets weren\u2019t far behind. They lapped up the strong, affordable, and flavorful rum, especially in countries with a sizable Indian population.<br>&nbsp;<br>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 <a href=\"https:\/\/okcredit.in\/blog\/why-indians-love-old-monk\/\" target=\"_blank\" rel=\"noopener\">$240 million<\/a>.&nbsp;&nbsp;<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-06.jpg\" alt=\"\" class=\"wp-image-45945\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-06.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-06-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-06-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-06-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>After Economic Liberalization<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">The 1990s brought economic liberalization and opened India&#8217;s liquor market to foreign brands like Bacardi, shaking up Old Monk\u2019s supremacy.<br>&nbsp;<br>Premium whiskies gained popularity, and McDowell introduced Celebration Rum, pricing it at just 20% more than the \u2018buddhha sadhu.\u2019 Who wouldn\u2019t want a premium drink at a fraction of the cost?&nbsp;&nbsp;<br>&nbsp;<br>As Celebration Rum edged out Old Monk by less than 1.5 million cases, it marked the beginning of Old Monk&#8217;s decline.<br>&nbsp;<br>Radico Khaitan&#8217;s Contessa also overtook Old Monk as the top-selling brand at army canteens, a blow to Old Monk&#8217;s loyal customer base.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-07.jpg\" alt=\"\" class=\"wp-image-45943\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-07.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-07-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-07-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-07-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Takes the Lead<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">2010s saw Celebration Rum\u2019s 11 million cases outsold Old Monk\u2019s 3 million. Their profits plummeted from Rs 2.5 crore (2005) to a loss of Rs 20 crore (2014). <br><br>This decline was because Old Monk&#8217; did not revamp its brand and distribution strategy and refused to form strategic partnerships.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-08.jpg\" alt=\"\" class=\"wp-image-45944\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-08.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-08-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-08-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-08-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>For Old Monk Rum<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">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. <br><br>Kapil Mohan&#8217;s passing in 2018 marked the end of an era, but the love for Old Monk remained strong.<br><br>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. <\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-left\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-09.jpg\" alt=\"\" class=\"wp-image-45942\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-09.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-09-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-09-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-09-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>To Taking the Control Back<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Premium varieties like Old Monk Gold Reserve and Old Monk Supreme challenged international brands, were successfully launched demonstrating the brand&#8217;s enduring appeal.<br><br>Besides the new additions, a revamp in the distribution strategy renewed the interest in the brand. <br><br>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\u2019s availability and visibility.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n\n\n\n<div class=\"wp-block-cp-timeline-content-timeline-block-child swiper-slide\"><div class=\"timeline-content icon-false \"><div class=\"timeline-block-timeline ctl-row  position-right\"><div class=\"ctl-6 timeline-block-time\"><\/div><div class=\"timeline-block-icon\"><svg stroke=\"currentColor\" fill=\"currentColor\" stroke-width=\"0\" viewBox=\"0 0 512 512\" height=\"1em\" width=\"1em\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M256 8C119 8 8 119 8 256s111 248 248 248 248-111 248-248S393 8 256 8z\"><\/path><\/svg><\/div><div class=\"ctl-6 timeline-block-detail\"><div class=\"story-details\"><div class=\"story-content\">\n<figure class=\"wp-block-image size-full ctlb-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"1400\" height=\"650\" src=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-10.jpg\" alt=\"\" class=\"wp-image-45947\" style=\"aspect-ratio:4\/3;object-fit:cover\" title=\"\" srcset=\"https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-10.jpg 1400w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-10-300x139.jpg 300w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-10-1024x475.jpg 1024w, https:\/\/www.equentis.com\/blog\/wp-content\/uploads\/2024\/09\/Story-of-Old-Monk-Storytelling-00-10-768x357.jpg 768w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading ctlb-block-title\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\"><strong>Lives on<\/strong><\/h3>\n\n\n\n<p class=\"ctlb-block-desc\" style=\"padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px\">Old Monk is special in our hearts and the country\u2019s rum market. The company\u2019s total income increased to \u20b917 billion in FY2023 from \u20b913 billion in the previous fiscal year. <br><br>It\u2019s a $10.3 million export empire, with the US, UAE, and Kenya as its primary destinations among the 22 countries.<br><br>To answer Captain Jack Sparrow\u2019s question, \u201cWhy\u2019s the rum always gone?\u201d because it\u2019s Old Monk\u2013a traditional, nostalgic, and emotional rum. <br><br>This monk has followers, not fans. Raise a toast because legends never die!<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Remember those carefree college days, filled with secret parties and unforgettable \u201cTu mera bhai hai!\u201d moments? Behind it all was [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":45967,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1411],"tags":[],"class_list":["post-45911","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-saga"],"_links":{"self":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/45911","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/comments?post=45911"}],"version-history":[{"count":16,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/45911\/revisions"}],"predecessor-version":[{"id":45988,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/posts\/45911\/revisions\/45988"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media\/45967"}],"wp:attachment":[{"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/media?parent=45911"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/categories?post=45911"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.equentis.com\/blog\/wp-json\/wp\/v2\/tags?post=45911"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}