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Jan 12, 2018 07:49 PM IST | Source: Moneycontrol.com

The spiritual teetotaler Kapil Mohan and how Old Monk came into being

Kapil Mohan, as long as he was the Chairman of Mohan Meakin, refused to advertise Old Monk, he said its Its taste was its best advertisement

Sumit Kumar @sumitkumar29
When Kapil Mohan passed away on January 6th, 2018 not a lot of publications reported the news. Later, when one story was actually published, it went viral within hours. People across social media started to realise how important a man like Kapil Mohan was for the Indian alcohol drinkers’ fraternity. He was the man behind the success of Old Monk Rum – a drink that has led to, or is present in tales and folklore of many passed through generations. People across social media are sharing their tributes and thanking the Kapil Mohan and the Mohan family in their own ways. Here we look at some facts and memories about the now deceased octagenarian monk, Kapil Mohan, who helped in giving us a thing to remember throughout our lives or rather helped us forget many others.
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When Kapil Mohan passed away on January 6th, 2018 not a lot of publications reported the news. Later, when one story was actually published, it went viral within hours. People across social media started to realise how important a man like Kapil Mohan was for the Indian alcohol drinkers’ fraternity. He was the man behind the success of Old Monk Rum – a drink that has led to, or is present in tales and folklore of many passed through generations. People across social media are sharing their tributes and thanking the Kapil Mohan and the Mohan family in their own ways. Here we look at some facts and memories about the now deceased octagenarian monk, Kapil Mohan, who helped in giving us a thing to remember throughout our lives or rather helped us forget many others.

A FAMILY AFFAIR | Kapil Mohan, was heading Trade Links Pvt Ltd. – the marketing and distribution arm of Mohan Meakin before 1966. It was in the 70s, 1973 to be precise, when Kapil Mohan took over the reins of Mohan Meakin completely from his elder brother Colonel Ved Ratan Mohan – who is credited with the creation of Old Monk Rum - as we know it. Earlier, their father Narendra Nath Mohan saw through the dynamic transition in the fortunes of the company with his hardwork and efforts. Currently, Hemant Mohan and Vinay Mohan among others from the Mohan family are seeing through the growth of the company. So, though Kapil Mohan can be attributed to the success of Old Monk, it was a work in progress that took diligence of generations. (Picture credit: Reuters)
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A FAMILY AFFAIR | Kapil Mohan, was heading Trade Links Pvt Ltd. – the marketing and distribution arm of Mohan Meakin before 1966. It was in the 70s, 1973 to be precise, when Kapil Mohan took over the reins of Mohan Meakin completely from his elder brother Colonel Ved Ratan Mohan – who is credited with the creation of Old Monk Rum - as we know it. Earlier, their father Narendra Nath Mohan saw through the dynamic transition in the fortunes of the company with his hardwork and efforts. Currently, Hemant Mohan and Vinay Mohan among others from the Mohan family are seeing through the growth of the company. So, though Kapil Mohan can be attributed to the success of Old Monk, it was a work in progress that took diligence of generations. (Picture credit: Reuters)

MAN BEHIND OLD MONK’S SUCCESS, BUT A TEETOTALER | It may be hard to believe for many but Brigadier (retd.) Kapil Mohan was a teetotaler. Mohan, who belonged to a family whose primary business was distilleries and manufacturing alcohol, stayed away from drinking. Reportedly, he was a spiritual man who hardly ever drank. (Picture credit: Twitter/@COMMANMANOFUPA)
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MAN BEHIND OLD MONK’S SUCCESS, BUT A TEETOTALER | It may be hard to believe for many but Brigadier (retd.) Kapil Mohan was a teetotaler. Mohan, who belonged to a family whose primary business was distilleries and manufacturing alcohol, stayed away from drinking. Reportedly, he was a spiritual man who hardly ever drank. (Picture credit: Twitter/@COMMANMANOFUPA)

THE MONK WHO NEEDS NO PUBLICITY | All of us have seen how liquor brands resort to surrogate advertising to sell more cases. But the Monk needed no advertising. Until 2002, Old Monk was the undisputed single brand leader in the entire branded spirits market in India without any advertisement, but how so? Its taste was its best advertisement, said Mohan and refused any advertisement as long as he was the Chairman. (Picture credit: Flickr/@cogdogblog)
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THE MONK WHO NEEDS NO PUBLICITY | All of us have seen how liquor brands resort to surrogate advertising to sell more cases. But the Monk needed no advertising. Until 2002, Old Monk was the undisputed single brand leader in the entire branded spirits market in India without any advertisement, but how so? Its taste was its best advertisement, said Mohan and refused any advertisement as long as he was the Chairman. (Picture credit: Flickr/@cogdogblog)

THE TASTE OF SUCCESS | Speaking of taste, Edward Dyer – to whom we all can attribute Old Monk’s taste for - knew that there were only a few spots on earth from where the water for making good alcohol can be sourced from. He spotted such a place in Himachal Pradesh. The water for Old Monk, till this date, is sourced from the springs of Karol Mountain in Solan and the distinctive taste of the rum is Vanilla. (Picture credit: Twitter/@SukritNagpal)
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THE TASTE OF SUCCESS | Speaking of taste, Edward Dyer – to whom we all can attribute Old Monk’s taste for - knew that there were only a few spots on earth from where the water for making good alcohol can be sourced from. He spotted such a place in Himachal Pradesh. The water for Old Monk, till this date, is sourced from the springs of Karol Mountain in Solan and the distinctive taste of the rum is Vanilla. (Picture credit: Twitter/@SukritNagpal)

NOT GETTING KNOCKED DOWN | Post 2002, the sales of Old Monk declined amid tough competition from multiple other brands. So, when in 2015, rumours of Old Monk being shut down spread, the fans of India’s favourite rum took to social media to express their displeasure. The manufacturers, in response, strongly denied such rumours and said that Old Monk will be the last product to take a hit even if the sales go down across the board as it is their flagship and a priority for the organisation. Till then we can happily drink to our heart’s content. (Picture credit: Pinterest / @sixthcreator.com)
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NOT GETTING KNOCKED DOWN | Post 2002, the sales of Old Monk declined amid tough competition from multiple other brands. So, when in 2015, rumours of Old Monk being shut down spread, the fans of India’s favourite rum took to social media to express their displeasure. The manufacturers, in response, strongly denied such rumours and said that Old Monk will be the last product to take a hit even if the sales go down across the board as it is their flagship and a priority for the organisation. Till then we can happily drink to our heart’s content. (Picture credit: Pinterest / @sixthcreator.com)

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