Old Monk Rum is one of the most loved liquor brands in India. It has a cult following. It’s inexpensive and it has a specific kind of taste that appeals to many college going boys who consume alcohol. That’s their entire mantra. When a bunch of boys consume Old Monk and make merry through long nights at a college for many years, it leaves a certain indelible mark on them. It creates some very powerful memories.
Years later when these boys grow up and even they can afford to buy more expensive alcohol, Old Monk remains a part of them. "For old times sake." It evokes a sense of nostalgia.
The taste, the bottling and the brand have not changed much at all over the years. They haven’t found the need to change – because those boys from college are still very much the same boys at heart and still love the Monk. Such a brand takes decades to establish its hold on the market. It takes patience, persistence and perseverance. It takes commitment to quality. It takes courage to not try to appeal to everyone. It takes guts to find a niche and stick to it.
Now, whatever your opinion is about alcohol and its dangers to health and society, there is a lesson we can learn from Old Monk. Of course, it’s not the only way to do business or establish a brand. But, it is a very satisfying way. Over the next few days, I will share a few more stories like this.