Old Monk
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| 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 a vatted Indian dark rum, launched in 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 five size variants: 90 ml, 180 ml, 375 ml, 750 ml, and 1 liter bottles.[citation needed] Old Monk had been awarded gold medals at Monde World Selections since 1982.[citation needed]
Varieties[edit]
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[edit]
Like most other liquors produced in India, the percentage of ethanol in Old Monk is 42.8% ABV.[6]
Chasers (Mixers)[edit]
The most popular mixer is OMR with Thums 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.[citation needed]
International[edit]
Old Monk is sold by some retailers in Russia, USA, UK, Japan, UAE, Estonia, Finland, New Zealand, and Canada.[citation needed]
References[edit]
- ^ The Cult of Old Monk
- GQ India(March 2012) - ^ 5 Old Monk Mixes: Beyond Rum and Coke
- CNN Travel (July 12, 2011) - ^ [1]
- 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
