The Old Monk brand of rum is very popular among certain classes of people, mainly artists, journalists or those in the armed forces. This dark rum is one of its kinds to have reached iconic status and hasn’t changed much over the years. It still comes in a distinctive bottle, short and fat. For long the brand has ruled the market, though there was decline in sales in the last few decades.
The fans of Old Monk swear by its taste and can tell it apart from all other dark rums. It is a blended rum, matured for 7 years and a 12-year variant is also available. Rising from Defence circles, the rum got popular all over India. It is said that a well-stocked bar at home was never complete without a bottle of OId Monk.
In what could be sad news for all Old Monk fans, Dr Kapil Mohan, chairman of Mohan Meakin, the maker of Old Monk rum, passed away on January 6 at Mohan Nagar, near Ghaziabad. He was 88. Apart from Old Monk, he was the man behind famous brands like Solan No.1 and Golden Eagle.
Despite the fact that Dr Mohan, ran India’s well known spirit company under his watchful eye for over four decades, he hardly ever downed a peg. The brand Old Monk was launched on December 19, 1954 and much of the market dominance was achieved through word of mouth, than through conscious marketing efforts. In an interview in 2012, Dr Mohan said:
“We do not advertise. I will not, and as long as I am in this chair, we will not (advertise).”
The brand enjoyed heavy patronage from military canteens and is one of leading dark rums in the world. The affordable pricing strategy has also worked in their favour.
According to the official website of Mohan Meakin, the company traces its history back to the establishment of a Brewery at Kasauli by Edward Dyer in 1855. E Dyer joined hands with Meakin & Co under the style of Dyer Meakin & Co Ltd. For those who are uninitiated, Edward Dyer was the father of General Reginald Edward Harry Dyer, the ruthless military general behind the Jallianwala Bagh massacre.
As soon the news hit the Internet, social media users and Old Monk lovers united to pay their tributes to Dr Mohan.
Sad to hear of the passing of Brig Kapil Mohan — and it does unreported in the news media! He is the man who ran Mohan Meakin and the face beind the Old Monk rum brand that is global. Remember meeting him for a family feud story. This is the stuff of business history.
— Madhavan Narayanan (@madversity) January 8, 2018
— dharmesh thakkar (@news_houndz) January 8, 2018
— Chetan Pawar 😀 (@babahasmukh) January 8, 2018
Brig (Dr) Kapil Mohan, Chairman of Mohan Meakins passes away. He was creator of the iconic Old Monk. Hope you are happy wherever you are, Sir…perhaps with a few coursemates. When the sun sets, there will be a toast to old comrades, and with a clink of glass, a loud “cheers”. pic.twitter.com/cMzncBEQxF
— Major Gaurav Arya (@majorgauravarya) January 9, 2018
— Sushovit Mishra (@Sushovit) January 9, 2018
~ R.I.P .. the Patriarch of Mohan Meakins ..Brig (Retd) Dr Kapil Mohan….You showed the Imaginary Meadows to… https://t.co/A1HANW0FD1
— Sanjeev Jaggi (@sanjeevjaggi1) January 9, 2018
#OldMonk created by, so I hear, Brig (Dr) Kapil Mohan distinguishes us from our ‘enemies forever’ #Pakistan #China . I also heard that he was a teetotaller! Was he? @gauravcsawant @majorgauravarya @MajorPoonia
— Amit Diwakar Ranade (@AmitDRanade2) January 9, 2018
Brig. (Dr.) Kapil Mohan leaves the monk and takes on heavenly adobe. RIP sir. Legends are monks and your monk is a legend forever! pic.twitter.com/NBe9S2rcwG
— Anuj (@anuj_gupta01) January 9, 2018
Padma Shri Dr. Kapil Mohan, the chairman of Mohan Meakin Ltd, and the creator of Iconic Indian liquor brand #OldMonk has passed away, he was 88. According to reports, he died on Saturday in his home in Ghaziabad after suffering from a massive cardiac arrest. pic.twitter.com/4fVPnZQQDu
— I Love Siliguri (@ILoveSiliguri) January 9, 2018