In High Demand as Temperatures Drop: ‘This’ 170-Year-Old Rum Sees Its Craze Peak Every Winter
In High Demand as Temperatures Drop: 'This' 170-Year-Old Rum Sees Its Craze Peak Every Winter
India’s iconic dark rum continues to dominate the market, with demand rising sharply as temperatures drop.
As winter sets in across the country, one name quietly reclaims the spotlight in the liquor market: Old Monk. For decades, the arrival of cold weather has meant a surge in rum consumption, and no brand benefits more from this seasonal shift than the 170-year-old Old Monk.
The story of this rum goes back to 1855, when Edward Dyer established a distillery in Kasauli, Himachal Pradesh, originally to make affordable beer. The ownership changed over time, eventually becoming Mohan Meakin Pvt Ltd. It was Ved Ratan Mohan who introduced Old Monk to India in the 1960s, inspired by Benedictine monks. Alongside Old Monk, the company also produced Hercules rum for the armed forces.
Old Monk stands out as a classic Indian dark rum with 42.8% alcohol content. It is produced in Ghaziabad, Uttar Pradesh, and registered in Solan, Himachal Pradesh. What makes its popularity unique is that it has never been advertised. Its reach has grown entirely through generations of loyal consumers and word of mouth. Even today, it remains one of the largest-selling foreign liquor brands in India.
Its appeal becomes especially strong during winter, when many consumers turn to rum for warmth. Some also enjoy it during the monsoon, but the winter spike remains unmatched. Despite changing market trends and new players, Old Monk’s following has remained steady, cementing its place as a cultural and seasonal favourite.
Financially, the brand has been on a strong upward trajectory. In FY25, Mohan Meakin Ltd recorded total revenue of Rs 2,166.5 crore and a profit of around Rs 102.6 crore. Profit growth stood above 21 percent, while revenue grew by 11.6 percent. Profit before tax was reported at Rs 138.19 crore, with a profit margin of 4.79 percent.
Industry data points to a surge in Old Monk’s sales. According to ET BrandEquity, the company sold 1.3 crore cases in 2024, outpacing its competitors. Between FY18 and FY24, revenue tripled, signalling a sharp rise in demand. The rum segment alone contributed revenue worth Rs 2,166 crore, with profits touching Rs 103 crore.
Its longevity, strong winter demand, and word-of-mouth legacy have kept Old Monk not just relevant, but thriving—a rare feat in a rapidly evolving market.
Disclaimer: This article is for information purposes only and does not promote the consumption of alcohol.
