India loves a good legend and good rum, the ever-reliable Old Monk gives you both. From the first-time drinkers stealing the bottle from their parents’ cabinet to retirees sharing life stories of their youth over a glass of rum, Old Monk has been through each and every story and will continue doing so.
It’s not a subject of debate but rather a mutual agreement that when it comes to rum, India loves Old Monk which is why it is known as a celebratory drink. The mind can certainly wonder about how and when Old Monk became what it is now, especially when you’re some pegs down. Whether it’s a drunk curiosity or a genuine pondering, we’ve got you covered. In this article, we’ll try to break down how your Old Monk became and remains India’s favorite rum, so, raise your glasses and read on.
The Affordability
Let’s face it: we love cheap stuff. And when said cheap stuff is good, then it’s even better! The biggest reason behind Old Monk Rum’s immense popularity is the fact that not only it has managed to stay relevant but also affordable throughout all these decades. In many parts of India, you can get a bottle of Old Monk for as cheap as INR 300. And yet, it tastes premium. In spite of it being affordable, you don’t feel you are consuming cheap alcohol which is its biggest USP and selling point. We all stan a drink which feels premium without causing emotional damage to our bank accounts!
The Intriguing Legend
Legend has it that a British monk used to sneak around the brewery’s rum barrels. He was there during the rum ripening season and over time became pals with the craftsmen and the bosses. It’s said that he tasted so much rum during the process that he turned into a rum expert/adviser for the team! So, when India’s first rum was launched, it was named after this old mystical monk.
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The Brand Loyalty
We live in a world that is run on advertisements. Imagine having a brand loyalty so strong and reliable that a brand never needed to do a single advertisement. Yes, this is the power of Old Monk. In spite of being in business for over 5 decades, Old Monk never needed any advertisement of any kind to maintain its popularity! The brand loyalty of Old Monk started when it became part of the military rations. Kapil Mohan (the man behind the known face of Old Monk) was a brigadier at that time so he made sure it becomes an army essential which still stands true.
This is probably the only Indian rum brand that has managed to reach the heights of popularity in the global market just because of its taste, quality, word of mouth, and mass appeal. To Indians, Old Monk is an emotional drink and as they say, emotions are timeless and universal. Movies, media, and even memes have time and again played a huge role in making and helping Old Monk to reach the heights where it stands as the undisputed ‘India’s National Drink’. The best part is that Old Monk’s companion is Coke which is India’s favorite soft drink, it truly is a match made in heaven.
The Consistently Superior Taste
The taste of Old Monk has managed to stay consistent since the beginning when it was launched in 1954. The world around us has changed but the quality and taste of Old Monk didn’t, which is due to its finely designed brewing process. Everything about Old Monk is traditional and nostalgic which is true in the case of its making. This rum is made through a complex brewing process and takes 7 years to blend and age which takes place in barrels made of old oak trees.
Old Monk is infused with spices, no wonder it’s India’s favorite drink. To talk more about its taste, the dark rum is also infused with vanilla. This is why in spite of having 42.8% ABV, it still manages to have a softer taste and goes down smoothly. Come on, Old Monk and winter nights, we are sure you can’t name a better combination than that!
Also read: 8 Of The Best Rums For Mojitos
To Conclude
From the boys of the Indian Army dancing with a glass of Old Monk in Bollywood movies to famous writers comparing it with the bittersweet experience of falling and being in love, this rum is everywhere for all the right reasons. Now that you know everything to know about the popularity of Old Monk, do your part and partake (responsibly, that is)!
Just remember if you want to take something away from the legacy of Old Monk, it’s the fact that it doesn’t discriminate. From someone badly off drowning their sorrows in the pegs of Old Monk to someone having a drink in a fancy restaurant, this rum has been there for everyone and we need a spirit like that in today’s world.
