Old Monk
 | |
| Type | Rum |
|---|---|
| Manufacturer | Mohan Meakin Brewery |
| Country of origin | India |
| Introduced | 1954 |
| Alcohol by volume | 42.8% |
| Colour | Dark Brown |
| Flavour | Vanilla |
| Variants |
Old Monk Supreme Rum Old Monk Gold Reserve Rum Old Monk XXX Rum Old Monk Deluxe XXX Rum Old Monk White Rum |
Old Monk commonly known as 'OMR' is an iconic vatted Indian dark rum, launched in 19th December 1954.[1] It is blended and aged for a minimum of 7 years. It is a dark rum with a distinct vanilla flavour, with an alcohol content of 40%. It is produced in Ghaziabad, Uttar Pradesh, available in all parts of India.
There is no advertising, its popularity depends on word of mouth and loyalty of customers.[2] However, Old Monk lost its rank as the largest selling dark rum in the world to McDowell’s No.1 Celebration Rum.[3] Old Monk has been the biggest Indian Made Foreign Liquor (IMFL) brand for many years.[4]
Old Monk was ranked 5th among Indian spirits brands in Impact International's 2008 list of "Top 100 Brands At Retail Value" with a retail value of US$240 million.[5]
It is sold in six size variants: 90 ml, 180 ml, 375 ml, 500ml, 750 ml, and 1 litre bottles. Old Monk had been awarded gold medals at Monde World Selections since 1982.
Varieties
While the 7 years aged XXX rum grade is the most popular, there are Supreme & Gold Reserve varieties which are gaining in popularity. These are aged for 12 years and are blended with highly matured spirits. Supreme also comes in a special bottle, with the shape of a standing monk. The top part of the monk's head is the bottle cap, which also doubles up as a peg measure.There is a limited edition that has been launched in 2013. The number of years it has been aged is unclear, the box states "very old vatted". The 1 litre bottle is in the shape of the old monk's face.
- Old Monk Supreme Rum
- Old Monk Gold Reserve Rum
- Old Monk XXX Rum
- Old Monk Deluxe XXX Rum
- Old Monk White Rum
- Old Monk Legend - Limited Edition
Alcohol content
Like most other liquors produced in India, the percentage of ethanol in Old Monk is 42.8% ABV.[6]
Chasers (Mixers)
The most popular mixer is OMR with Thumbs Up and two ice cubes. Old Monk is usually mixed with any kind of dark cola, soda or water and often with a twist of lime.
In India, Old Monk and water is a popular combination. A small quantity with warm water may help to get relief from cough and cold which occurs with weather change.
International
Old Monk is sold by some retailers in Russia, USA, UK, Japan, UAE, Estonia, Finland, New Zealand, and Canada.
References
- ↑ The Cult of Old Monk
- GQ India(March 2012) - ↑ 5 Old Monk Mixes: Beyond Rum and Coke
- CNN Travel (July 12, 2011) - ↑
- Business Standard (April 18, 2012) - ↑ Old Monk rum losing steam as Celebration gains: Impact
- Business Line (August 26, 2004) - ↑ http://articles.economictimes.indiatimes.com/2009-03-05/news/28410750_1_united-spirits-diageo-s-smirnoff-single-brand
- ↑ Old Monk Estonia Distributor Website