Rise and Fall of Old Monk
-3rd most-selling rum in the world
-Old Monk were selling 800 million bottles every time they were on the top
Rise :
3. Availability of resources like sugarcane, barrels, etc. at cheap rates.
2. 100% import duty on the foreign alcohols
1. Old Monk was branded as a tough man's drink
Fall:
29 crore loss every year
3. competition increases due to liberalizations in the market
2. customers start buying premium drinks like scotch and whisky etc
1. State Governments start creating issues for alcohol companies