|
Old Monk commonly known as 'OMR' is an iconic vatted Indian dark rum, launched in 19 December 1954.〔(The Cult of Old Monk ) - GQ India(March 2012)〕 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.〔(5 Old Monk Mixes: Beyond Rum and Coke ) - CNN Travel (July 12, 2011)〕 However, in 2013 Old Monk lost its rank as the largest selling dark rum in the world to McDowell’s No.1 Celebration Rum.〔(Old Monk loses ground to McDowell’s No.1 ) - Business Standard (April 18, 2012)〕 Old Monk has been the biggest Indian Made Foreign Liquor (IMFL) brand for many years.〔(Old Monk rum losing steam as Celebration gains: ''Impact'' ) - Business Line (August 26, 2004)〕 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.〔http://articles.economictimes.indiatimes.com/2009-03-05/news/28410750_1_united-spirits-diageo-s-smirnoff-single-brand〕 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. ==History== Old Monk was first introduced in India in the 1960s. Before Old Monk, there was Hercules rum that was distilled exclusively for the armed forces. Superior in taste and perhaps even in quality to Hercules (as loyalists believe), the brand soon became one of the leading dark rums in the world and perhaps the most popular IMFL (Indian-Made Foreign Liquor) brand in the country. The affordable pricing strategy has also worked in their favor. There was a time when Old Monk dominated the rum market. There were other brands also but none came close in quality or popularity. About eight million bottles were sold annually. Today the sales are a quarter of that and they continue to decline. There were recent rumours about Old Monk closing down but it's makers Mohan Meakin Ltd, assured that Old Monk is not going to be taken off market. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Old Monk」の詳細全文を読む スポンサード リンク
|