Story of an Old Monk!

Do you know, that Old Monk, a legendary Indian rum, became a household name without a single rupee spent on advertising? Old Monk, introduced in India in the 1960s by Ved Rattan Mohan of Mohan Meakin, was inspired by the tranquil life of Benedictine monks and their mountain-brewed drinks, leading to its name. Its success was built on two key factors: a unique, rich flavor and distinct packaging. Aged in oak barrels, Old Monk developed a complex flavor profile with notes of vanilla, coconut, and spice. This meticulous aging process, combined with the barrels’ natural infusion of flavors, set it apart from other alcoholic drinks in the market. The rum’s distinctive bottle design, with a square base and rounded edges, made it stand out on shelves, enhancing its appeal.

In the 1960’s the rum's visibility was further boosted by high import duties on foreign alcohol, which limited competition from international brands. Its strong association with the Indian Army and Navy also contributed to its image as a drink for the strong and aspirational, cementing its place in the hearts of Indian consumers.

The Fall

Old Monk has been the biggest Indian Made Foreign Liquor (IMFL) brand for many years (Nokia, Kodak!). In 2013 Old Monk lost its rank as the largest selling dark rum. The liberalization of India’s economy in 1990's brought new competitors into the market, including premium spirits. While other brands innovated and introduced new products, Old Monk failed to adapt but focussed on price cuts. 

State government policies in Tamil Nadu and Uttar Pradesh also played a role in Old Monk’s decline, as the brand was sidelined by local brands. There were recent rumors about Old Monk closing down but its makers, Mohan Meakin Ltd, assured that Old Monk is not going to be taken off market.

The story of Old Monk offers valuable business lessons: the importance of continuous innovation, the risks of relying too heavily on a single product, and the need to adapt to evolving market conditions.

Note: When I asked AI to create an image of Old Monk rum, this is the result. If someone says AI will replace HI (Human intelligence), think again!