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Old Monk, the iconic Romans of India, built a sincere mass base, thanks to its taste, mystery and inheritance. However, its maker never drank one sip, and the choice of Tetotal’s life instead
It is beloved in Old Monk outside India, where there are fans in more than 50 countries calling the most smooth ROM ever. (News18)
There is no tape in India completely without a bottle of the old monk, the most famous ROM in the country. Convincing the old Monk fan designated to switch to another brand is not an easy task. Its loyal followers are largely due to the fact that the old has been almost unchanged since it was presented for the first time more than seven decades. This consistency helped in taste and presentation to become the main element in Indian families and beyond.
A taste to test time
The old monk celebrates his rich, distinguished flavor. About a decade ago, rumors spread on social media, indicating that Meakin Limited, the company behind Old Monk, will stop production. Speculation raised concern among loyal fans, prompting the company to publicly asserting consumers that the old monk had not been stopped. In fact, the most popular rum remains in India and still is very popular.
Interestingly, some believe that rumors are a smart marketing tactic. However, the truth lies in a shift in the promotional strategy. In 2012, Capel Mohan, the head of Mohan Mikin at the time, decided to actively stop marketing the old monk. In an interview, he explained that he preferred the product to talk about himself and is shared with an oral word.
The puzzle behind the name
The origin of the name “old monk” is still a subject of speculation. One theory indicates that it comes from the wooden barrels used in the manufacture of the ROM, and it is often stored in the monasteries, hence the name.
Another common belief is that deep and complex rum taste is similar to the wisdom of an old man. The brand name, just like its description, is still surrounded by mystery, adding to its permanent charm.
Teetotale gift for the world of the Romans
An amazing fact about the old monk is that Kabil Mohan, the man who spread the brand, has never drank alcohol himself. He seized a family work after his retirement from the army, after the death of his older brother Vid Ratan Mohan, who originally established an old monk.
Despite the launch of the brand in the 1960s, it has gained a distinct identity under the leadership of Capel Mohan since 1973 ascending. Under his supervision, the old monk grew in both national and international popularity, becoming the most selling dark rum in the world by 2000.
From colonial roots to global recognition
Meakin Limited was formed shortly after Indian independence when MN Mohan, Kabil Mohan’s father, acquired a British -owned distillation factory. The company was originally established in 1885 in Shamouli, Himachal Pradesh, by the father of the famous British officer, General Dyer. Over the contracts, Old Monk’s production increased, with sales at one point reached 8 million bottles per day.
However, the brand witnessed a decline when Rakish Mohan, the son of Kabil Mohan’s brother, sold the company to the company to businessman Ponte Chad, who was affecting distribution and sales.
Classic that has never changed
The appeal of the old monk is his consistency. Since 1954, his signing XXX RUM has been the best -selling books. The brand also offers the upper and golden variables of up to 12 years, however the seven -year -old original chocolate mixture is still its most famous product.
The shape of the bottle and its consistent design remained constant, creating a feeling of nostalgia and the brand identity. It is striking that Old Monk has never relied on the advertisement, instead, to build the huge fan base through reputation alone.
I love all over the world
The old monk is not only cherished in India. Rum has a loyal follower in more than 50 countries, including the United Kingdom, the United States of America, Russia, Germany, Japan, Canada, Kenya, New Zealand and the United Arab Emirates.
Many fans describe it as the most smoothness of the rum that it tasted at all, with the additional reward that rarely causes alcohol headache, making it preferred to enjoy repeated.
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