Old Monk's Rise to the Top! 🔝

Hey there,

Old Monk went from the brink of shutting down in 2015 to becoming India's #1 Rum in 2023.

So, how did Old Monk become India’s #1 rum?

First, let's go back to the 1950s. India had just gained independence, businesses were emerging, and rules & regulations were being set up.

And amidst all this, a Scottish entrepreneur's brewery in Kasauli was taken over by an Indian firm, Mohan Meakin.

It was India’s first brewery. And from this brewery, Old Monk, a dark rum, emerged. It soon became a key part of Indian celebrations.

From its early success to a decline in the 2000s, and then its rise to become India's best rum brand.

Let’s see how we got here.

1. Crafting a Legacy: Ved Rattan Mohan didn't just launch a rum; he crafted a legacy. Drawing inspiration from the lives of Benedictine monks and their renowned liqueurs. 'Old Monk' was more than just a name; it was a tribute.

2. A Bottle that Speaks Volumes: The iconic bottle, believed by many to showcase H.G. Meakin's face, wasn't just packaging. It was a symbol, that showed countless memories, and promised many more.

3. Quality that Didn't Break the Bank: Its unique seven-year aging process gave Old Monk a taste that stood out. Whether it was in army canteens or college hostels, its affordability and consistent quality made it the go-to choice.

However, the 2000s were tough for Old Monk:

• Sales were surpassed by Celebration Rum in 2005.

• By 2014, sales had dropped a lot, with a reported loss of 20 Cr.

• Government alcohol policies made distribution harder.

• Increased competition from global brands made Old Monk lose its premium status.

Yet, the brand's ability to adapt and its strong legacy set the stage for its comeback.

Key learnings from Old Monk’s journey:

• Being Adaptable: Brands need to adjust to market changes and government rules.

• The Power of Loyalty: Even in tough times, Old Monk's loyal customers were crucial for its comeback.

• Change but Stay True: Brands should evolve but also keep their core values.

Old Monk's story shows the power of brand resilience. From being well-known to almost disappearing, and then its impressive return, it highlights the need for adaptability, market understanding, and brand loyalty.

As we move forward, it makes us think: What lessons can modern brands take from this legend?

✍️ Jargon of the day

Regulations - The rules set by authorities that businesses must follow. For Old Monk, navigating these was key to their revival.

Loved this edition? Or have some thoughts to share? We'd love to hear from you

Cheers,
Karthik